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The subject of this paper is to tidy of the rial condition of direct marketing of rice by unit agricultural cooporation, and to evident meaning and limitation. I examine the stability and profit of direct markeing. I take example of JA Higashikagura, Toma and Higashikawa. The meaning is to possible to collect certainly for JA, and to get profit for farmer and JA. The limittion is to inpossible to expand the quantity of sale, and to inpssible to increase for larg direct marketing JA.