The continuous exportation of Nijisseiki pears, its exportation system and producing district's markets correspondence: Case study on two primary cooperatives in Tottori prefecture [Japan]

Japanese agriculture constantly places a severe environment where there is a continuous decrease in production and the depression of the sales price. However, even in an environment of export deterioration, there is an agricultural product that has continued to be exported. The Nijisseiki pear (which was shipped from Tottori Prefecture) has been successfully exported to foreign countries. It is necessary to examine the background that led to the possibility of that agricultural product being continuously exported, and this paper strives to do exactly that through field research conducted in Tottori Prefecture's pear producing districts. Moreover, the initial results of the research were compared with the marketing strategies of two primary level agricultural cooperatives (Togo - Town and Kurayoshi - City). The way each cooperative thinks about its exports and its export system was analyzed in depth. Furthermore, the opinions of Kurayoshi - City's Nijisseiki pear cultivators about their exportations were also researched. From the detailed results obtained, we know that its export system was mainly constructed by the prefecture level of Agricultural Cooperatives, with the cooperation of the Nijisseiki pear's cultivators, who understand the advantages of exporting and the risks involved. There are some peculiarities that are unique to Tottori prefecture's exportation system. Firstly, the export share of the prefecture level of Agricultural Cooperatives was, and remains, very high. This, in turn allowed them to make an immediate payment to the cultivators for their product, contrary to many other cooperatives adopted consignment sale method. Secondly, the prefecture level of Agricultural Cooperatives and primary level cooperatives mutually decided upon their export quantities, and the primary level of cooperatives in turn informed the cultivators of the quantity required in proportion to their levels of production. These export sales are supported by their subsidies system, which was contributed by the cultivators and the prefecture level of cooperative. Thirdly, if the trader suffered a huge deficit, (it would most likely stem from the vast difference between the domestic price and the foreign market) the cultivators themselves would reduce that deficit of the trader by providing financial assistance. Fourthly, the prefecture level of Agricultural Cooperatives have strived to stabilize exports through introducing various measures, such as making a unified export channel and so on. Under the export system, there are differences at the primary level of agricultural cooperatives between their export strategies and their understanding of exports. Regardless of having a positive or passive attitude towards exports, both the primary level agricultural cooperatives researched thought of exportation as a useful choice of marketing. The case of the exportation of the Nijisseiki pear, from Tottori Prefecture, gives one clear incentive to Japanese agriculture today.