伝統作物の全国ブランド化―兵庫県篠山市における丹波黒を事例に―  [in Japanese] The Development of a Nationwide Brand of a Traditional Agricultural Product: The Case of <i>Tambaguro</i> in Sasayama, Hyogo Prefecture  [in Japanese]

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Author(s)

    • 小林 基 Kobayashi Hajime
    • 大阪大学大学院文学研究科・院生|日本学術振興会特別研究員(DC1) Graduate student, School of Letters, Osaka University|Research Fellowship for Young Scientists, Japan Society for the Promotion of Science

Abstract

<p>1970年代に,研究者らによって保全の必要性が主張され注目された「伝統作物」は,国内各地で農産物ブランドの形成を通じた農業振興に活用されうるものとしてあらためて注目を集め,研究が進んでいる。本稿は,兵庫県篠山市の丹波黒のブランド化を題材とし,伝統作物のブランド化過程を解明する。1970年代末以降,丹波黒は転作作物として生産が拡大され,全国的・周年的な需要が掘り起こされていった。1990年代になると西日本を中心に各地で新興産地が生じ,篠山では利益保護のためのブランド認証が必要となった。さらに,生産者と流通業者の関係をみると,他産地に先駆けて商品を出荷したい流通業者と収穫に時間と手間をかけざるをえない農家との間に葛藤が生じ,その調整がなされていた。このように,生産・供給システムの広域化による需要獲得と利益保護の両立,高品質性と早出しの両立といった諸方策により,丹波黒の全国ブランド化が展開したことが分かった。</p>

<p>While scholars have proposed since the late 1970s that native varieties of crops should be preserved, in recent decades, so-called traditional agricultural products have been brought to the public's attention in Japan as a means of local development. The rationale was that this development could be realized by forming key production districts for brand products. The purpose of this study is to reveal the process of developing an agricultural brand of <i>Tambaguro</i>, a traditional black soybean, in Sasayama, Hyogo Prefecture, Japan; as such, this is a case study of the formation of an agricultural brand in Japan. In particular, this study focuses on innovation in the <i>Tambaguro</i> supply system, as well as relationships between farmers and wholesalers. <i>Tambaguro</i> production in Sasayama began to expand around 1980, when the Japanese government enforced a reduction of rice acreage; since then, nationwide consumption of <i>Tambaguro</i> has been promoted by agricultural cooperatives, wholesalers, and mass media. In the late 1990s, new production districts appeared, mainly in the western part of Japan; this forced farmers and wholesalers in Sasayama to maintain their product superiority by authenticating their brand. Their competitive strategy led to both conflict and coordination between wholesalers and farmers: wholesalers made much of shipping <i>Tambaguro</i> earlier than other production districts and farmers, and the farmers were forced to spend much time harvesting <i>Tambaguro</i>. Thus, the development of a nationwide <i>Tambaguro</i> brand involved the following processes: the promotion of consumption, the maintenance of product superiority, and the coexistence of high product quality and early shipping times.</p>

Journal

  • Japanese Journal of Human Geography

    Japanese Journal of Human Geography 68(4), 397-419, 2016

    The Human Geographical Society of Japan

Codes

  • NII Article ID (NAID)
    130006329574
  • NII NACSIS-CAT ID (NCID)
    AN00123110
  • Text Lang
    JPN
  • ISSN
    0018-7216
  • NDL Article ID
    027853830
  • NDL Call No.
    Z8-440
  • Data Source
    NDL  J-STAGE 
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