Consumers' needs for farmers' markets and conditions for their establishment

Consumers' sensitivity to the issue of the safety of agro-foods has risen. It plays an important role in farmers' markets (the direct sales site of agro-foods) in promoting dealing with 'Localization of Food Production and Consumption'. Though farmers' markets are on the increase nationwide recently, various problems have been cited in relation to the way they are established and their management in respect of to the various consumer needs. The purpose of this study was to clarify the consumer's needs for farmers' markets and conditions for their establishment. The following facts were observed from a questionnaire survey of consumers. First, consumers expect freshness and safety in foods in farmers' markets. The awareness of the markets is high. Second, however, the degree of use the market is not high, and differences exists between buyers' needs and the buyer behavior. Third, needs for farmer's market vary according to the generation. Specifically, there is a tendency for the younger generation to expect low prices for agro-food and that the store should have a restaurant or an open space for leisure. On the other hand, the older generation expect prices which aren't economical and a store where a communication with farmers can be had. Thus, it is important to establish markets corresponding to the above needs.