Marketing and new business model for rural development.

摘要

A case study is reported of a successful and unique regional promotion campaign in Kanratomioka in Gunma prefecture in Japan. During the 1980s, farming decreased due to the loss of sericulture. In 1994, the Agricultural Association of Kanratomioka established a regional promotion policy to realize the production of many items, direct sales, re-cultivating of disbanded fields and encouraging different farming styles. It also examined existing resources such as traditional vegetables and foods, available labour (including elderly and women). The association focused on eight important vegetables and a secure steady sales route, meanwhile developing other high value products (ice cream, milk and beef).