Trends in production of a waxy (glutinous) naked barley [Hordeum vulgare] variety, 'Daishimochi', and buyer intentions
2009
Saito, J.(National Agricultural Research Center for Western Region, Fukuyama, Hiroshima (Japan)) | Yanagisawa, T.
Because distinctive foods can be made from 'Daishimochi', a waxy naked barley variety developed at the former Shikoku Agricultural Experiment Station in 1997, it should be possible to increase production of this crop. At present, 'Daishimochi' is produced mainly by J-WING FARM, an agricultural corporation located in the city of Toon in Ehime Prefecture. 1) J-WING FARM plants 'Daishimochi' on 35 ha of land; plantings by subcontractors bring the total area under cultivation to 50 ha. 2) J-WlNG FARM has milling and grinding equipment and more than 20 business partners and is opening a new market. Our survey of the business partners of J-WlNG FARM revealed the following: 1) The size, location, and type of business varied among the companies. Most had not previously purchased waxy barley. 2) Evaluation of the cultivar's characteristics varied among types of industry; the food processing industry was most interested in using it to develop new products. 3) The companies commented that consumer interest in 'Daishimochi' is high, and that they are likely to be long-term users, but that their awareness of the barley is still very low. Although both buyers and producers value 'Daishimochi' highly, its production is not appropriately subsidized, and production and sales of 'Daishimochi' are currently managed and maintained only with considerable effort. It is thus necessary to implement public-information strategies, including advertising and promotion, to develop new markets.
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