"Waku-waku Hiroba" : evolution of farmers' markets in Japan.

In every country of the world, there must be farmers' markets, where farmers sell their products directly to consumers, maximizing their income by excluding middlemen and retailers.

There are many different forms of farmers' markets in Japan.

Asaichi, or morning markets: Farmers around cities bring their products to the town squares or roadside spaces, forming active markets. This tradition is becoming less and less common, though.
Unmanned produce stores (huts): In the country not too far from cities, they are run by individual farmers.

Large-scale farmers' markets at "Road Stations": Road station project started in the 1990's by the government to provide drivers with parking and restroom facilities alongside arterials. Today there are about 970 road stations nationwide and majority of them include large successful farmers' markets for local products.

Stimulated by the success of road station farmers' markets, groups of farmers and JA(Japan Agricultural Co-operatives) constructed similar farmers' markets all over Japan. Many of them are doing sufficiently good business.

Now, the main subject: "Waku-waku Hiroba", a type of farmers' market as collaboration of farmers and retailers.

Simply speaking, a businessman got interested in the booming farmers' markets and made a new model. The business provides market facilities, advertises, and sales, so as soon as the farmers finish packaging, pricing, and displaying their produce, they go back home to work on their fields.

Then what's the difference between ordinary supermarkets and Waku-waku?

Waku-waku only sells as the  farmers'  sales clerks, that is, if the packages are not sold, that's the loss of the farmers, not of Waku-waku, thus farmers are still responsible for the decision of what and how much to bring in, what prices to put, but they can save money, time, and labor necessary for setting up sales spaces and selling. For this service, farmers pay 20% of the total sales amount.

This system seems to be win-win for three parties involved.
Waku-waku: no bad stock, good money flow
The farmers: no investment, free decision, saving investment, time and labor of sales
The consumers: freshness, cheaper prices, and safety of the food

How can it be safe?
Each package carries not only prices but also the name of the farmer who has produced it, thus some clients become fans of farmers who provide what they demand: safe food. In the quasi face-to-face community of producers and consumers at Waku-waku, farmers' pride won't allow them to supply low-quality food.

price label with producer's name and address