Permalink : http://hdl.handle.net/2115/81638

This paperʼs aim is to clarify the role of managers in increasing the variety of products in farmerʼs markets of Hokkaido. Although it is important to receive customer support for the variety in the markets, it is not easy to do so. This research focuses on a manager of a farmerʼs market as the only conductor for increasing the variety. The points uncovered are as follows. In a farmerʼs market which succeeded in providing a sufficiently wide range of local products, the manager was able to grasp the growing and shipping situation of products through collection of more correct and detailed plans from farmers, conversations with farmers when they come to the market, and on-site farm inspections. Then, the manager requested farmers to grow and sell products which were expected to face a shortage or new demand. In order to carry out these operations successfully, a manager must have enough time as a full-time worker as well as a stronger voice resulting from the process of recommendations for their role or experience in other jobs. These activities of managers seem to be unsuitable for farmerʼs markets from the perspective of farmersʼ voluntary activities. It is, however, important not only for customers but for farmers to arrange and solve the problems of excess and deficient products. Therefore, every farmerʼs market should reexamine the role of the manager to increase the variety of products.