The Strategy of Farmer Cooperatives in Marketing and Maintaining the Stability of Prices of Agricultural Products (Lesson Learned from Japan)

Most farmers in Japan have joined in farmer's cooperative that is Japan Agricultural Group (JA Group). The role of JA is very important in improving Japanese farmer well-being. Basically, JA collectively purchase the materials necessary for agricultural production and market agricultural products, also involved in a wide range of business activities. Hence, this study aims to explore the marketing strategies that were conducted in four places of agricultural promotion in Minami-uonuma City Niigata Prefecture and Obuse Town, Nagano Prefecture, Japan. This is descriptive qualitative research, data were collected by field study, interview with key informant and documentation. The key informants are the manager of the organization and official government. Collected data are presented descriptively. The result shows that Japan Government and JA group have good collaboration to market farmer's product regarding four important aspects: first, developing marketing centers that integrated with local resources such as Michino Eki, Agripark Yairo, Obuse Town. In these spots, farmers can sell their products fresh and processed directly to consumers and have strong power to determine the prices of their products. Second, increasing both quality and continuity of products is an important priority (freshness and use of chemicals are very strictly regulated). Third, promoting their product in many aggressive ways such as online, social media, brochure, leaflet, events, and always update information about their product.