【直売所】農業の価値の決定権を生産者の品質と安定の力に任せよう。良いものは良いと言われるために。

 今日は、つくば市に「みずほの村市場」と「えるふ農園」を訪ねて、先進の農産物販売に挑戦する2つの直売所を丹念に見て参りました。
 代表の長谷川久夫氏は、「本物の農産物」を消費者に提供するために、農家の安定供給と再生産の適正価格が必要であるとしました。そして、農家が農業だけで自立した経営が成立することを、まずは価格の面で強く打ち出した事が特徴と言えます。
 つまり、農産物の価格は作物の生産ピークや天候等の変動要因により変動するもので農家自身が決定することはできません。つまりね経営の安定がないという事です。しかし、ここでは農家が自身の作物の価格を自己決定できるものとして提供することができます。もちろん需給価格であり価格に耐えうる品質が要件です。この難しさに挑戦しながら消費者の購入意欲を喚起しようとしているものです。
 じつは、かなりの手前味噌ですが、私の父のレンコンも「みずほの村市場」でお世話になっています。面白い工夫は、同一作物に2生産者という原則です。農家に適切な競争関係を保たせる戦略も心憎いと考えます。 
 

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“【直売所】農業の価値の決定権を生産者の品質と安定の力に任せよう。良いものは良いと言われるために。” への227件の返信

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