Value Chain Analysis

PRIMARY ACTIVITIES
Activity JA Umaji Implementation
Supply Chain ▪ JA Umaji distributes Yuzu seedling to their coop members
Management
Operation ▪ Member farmers delivered all harvest to JA Umaji Agricultural Cooperative
▪ Yuzu were manually processed as fruit or squeezed juice
Distribution ▪ Yuzu products were distributed in the Shikoku Island.
▪ Eventually, entered selling their products in Tokyo and Osaka department
stores
▪ Joined several Specialty Food Fairs held at department stores
Sales and ▪ Initially, engaged in a direct selling marketing approach.
Marketing ▪ Created visual appeal by re-inventing the label of their products.
▪ Tapped the use of local TV station and newspaper for advertisement and fliers.
▪ Implemented direct marketing through telephone, direct mail, and internet.
▪ Established a internet website showing Umaji’s products but also village events
schedule
SUPPORT ACTIVITIES
Activity JA Umaji Implementation
Product R&D, ▪ Developed value-added products such as Ponzu and non-preservative Yuzu
Technology and juice with honey and water.
Systems ▪ Developed new products from Yuzu
Development ▪ Built facilities to attract tourist
General Admin ▪ JA Umaji works under limited resources – limited land availability, shortage of
manpower, and scarce funding source.