Articles
Comparison of okra (Abelmoschus esculentus L.) sales characteristics in the main production areas and capital cities in Japan
Article number
1353_30
Pages
239 – 246
Language
English
Abstract
Okra (Abelmoschus esculentus L.) is a member of the mallow family native to Africa.
It is rich in dietary fibers, such as pectin, and is recognized as a healthy vegetable in Japan.
According to previous reports, while India, Nigeria, and Sudan are ranked 1st, 2nd, and 3rd, respectively, Japan is ranked 25th in okra production.
Furthermore, although it is not as well-known as carrot or tomato, it is classified as a regional specialty vegetable in Japan.
Therefore, this study evaluated JapanRSQUOs okra sales promotion and freshness retention approaches.
From August to September 2021, we investigated the Japanese okra market during the peak harvest season in Kagoshima, Kochi, and Kumamoto, the main okra production areas, and including the capital cities Tokyo and Kanagawa.
Okra produced in Japan was sold in all investigated stores.
However, the Thai commodities were sold in the fruit and vegetable sections of one supermarket in Kagoshima.
We also observed that sales type (shape, color, and packaging material) and price differed by area and store.
Moreover, in the supermarketsRSQUO fruit and vegetable section, although green plastic nets and oriented polypropylene bags accounted for 14.3-60.0% of the total market, respectively, the latter accounted for 90.0-100% of the farmersRSQUO markets.
Additionally, the highest selling price per fruit was 35.6 yen (US$ 0.310) for mini green okra sold at a supermarket in Tokyo, and the lowest price per fruit was 2.6 yen (US$ 0.023) for rounded green okra sold at the farmersRSQUO market in Kagoshima.
These different ways of selling were probably due to transportation costs and consumer characteristic differences in each area.
Nevertheless, our findings provide important insights into the sales methods and preservation of okra to further promote its availability in Japan and propose viable approaches that work effectively for each distribution channel to maintain freshness.
It is rich in dietary fibers, such as pectin, and is recognized as a healthy vegetable in Japan.
According to previous reports, while India, Nigeria, and Sudan are ranked 1st, 2nd, and 3rd, respectively, Japan is ranked 25th in okra production.
Furthermore, although it is not as well-known as carrot or tomato, it is classified as a regional specialty vegetable in Japan.
Therefore, this study evaluated JapanRSQUOs okra sales promotion and freshness retention approaches.
From August to September 2021, we investigated the Japanese okra market during the peak harvest season in Kagoshima, Kochi, and Kumamoto, the main okra production areas, and including the capital cities Tokyo and Kanagawa.
Okra produced in Japan was sold in all investigated stores.
However, the Thai commodities were sold in the fruit and vegetable sections of one supermarket in Kagoshima.
We also observed that sales type (shape, color, and packaging material) and price differed by area and store.
Moreover, in the supermarketsRSQUO fruit and vegetable section, although green plastic nets and oriented polypropylene bags accounted for 14.3-60.0% of the total market, respectively, the latter accounted for 90.0-100% of the farmersRSQUO markets.
Additionally, the highest selling price per fruit was 35.6 yen (US$ 0.310) for mini green okra sold at a supermarket in Tokyo, and the lowest price per fruit was 2.6 yen (US$ 0.023) for rounded green okra sold at the farmersRSQUO market in Kagoshima.
These different ways of selling were probably due to transportation costs and consumer characteristic differences in each area.
Nevertheless, our findings provide important insights into the sales methods and preservation of okra to further promote its availability in Japan and propose viable approaches that work effectively for each distribution channel to maintain freshness.
Authors
N. Miyamoto, L. Sato, S. Motoki
Keywords
farmers’ market, market research, okra quality, packaging material, selling price, supermarket
Groups involved
- Division Temperate Tree Fruits
- Division Temperate Tree Nuts
- Division Vegetables, Roots and Tubers
- Division Plant-Environment Interactions in Field Systems
- Division Horticulture for Human Health
- Division Postharvest and Quality Assurance
- Division Sustaining Horticulture in a Changing World
- Division Tropical and Subtropical Fruit and Nuts
Online Articles (43)