Mapping of Orange Supply Chain Diversification in Japan

Abstract

Oranges are the dominant agricultural product for Ehime Prefecture, Japan, and farmers can enjoy optimal added value from their production. One of the government's motives for boosting Japanese agriculture is agricultural diversification, which is a form of value chain restructuring aimed at increasing sustainability in the value chain. The purpose of the study is to map the value chain in Ehime Prefecture, Japan and to understand the characteristics of actors in the chain and its development potential. This research used a qualitative approach through interviews for data collection. The results showed that the actors involved in the value chain were farmers, farmer groups, private companies, retail, cooperatives, and Japanese Agriculture (JA). By integrating some components of the supply chain, farmers might become much more engaged. For decades, Japan Agricultural Cooperatives (JA) have been a vital part of the Japanese agricultural supply chain. By integrating some components of the chain, farmers might become considerably more engaged and profitable. For decades, JA has been a vital part of the Japanese agricultural supply chain, resulting in challenges such as demand-supply mismatches. To address these difficulties, the agricultural diversification recommendation was presented to encourage new value chain integration and restructure the supply chain.