多店舗展開するインショップ事業者の流通機能 : 和歌山県産農産物の広域直売システム

multi-store

北海道大学農經論叢

The aim of this study is to elucidate the functions of in-shop agricultural businesses that make widearea collection and distribution networks possible. While sales at agricultural direct sales depots in Japan are increasing, the consolidation of facilities has led to supply-demand mismatches and logistical inefficiencies. This study focuses on operators in Wakayama Prefecture that develop direct sales corners across multiple retail locations to address these issues. Based on interview surveys of two companies with distinct business models, the study reveals that Company P, which operates its own stores, utilizes the logistics network established through its store presence and deploys personnel to facilitate face-to-face communication. This approach ensures the freshness of agricultural products while bridging the psychological distance between producers and consumers. In contrast, Company N, a specialized aggregator without its own retail outlets, establishes collection hubs in major production areas and operates direct sales corners within external supermarket chains. The company utilizes IT systems and specialized roving staff to provide producers with real-time market data and consumer feedback. Consequently, although Company P relies on its own stores and Company N on external partnerships—representing a structural difference—both companies successfully mitigate physical and temporal constraints by strategically placing logistics hubs in production areas. Furthermore, both entities bridge the information gap by deploying personnel and systems to feed consumer needs back to producers. Therefore, in-shop businesses that enable multi-store shipping and sales possess the function of reducing transportation time and psychological distance between collection and sales points by establishing centers in production areas, deploying staff members on sales floors, and constructing systems to share information from consumers and store employees.