Mapping of Orange Supply Chain Diversification in Japan

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