農家と飲食店,流通事業者の連携による農産物ブランディングの展開 : 国分寺市「こくベジ」プロジェクトを事例として
Ryosuke Koda, Susumu Kawahara, 亮輔 甲田, 晋 川原
Institutional Repositories DataBase (IRDB)
Urban Farm DB summary
A case study of the "Koku-Vege" project in Kokubunji City, Tokyo, Japan, investigated agricultural product branding in urban agriculture. The project built upon existing agricultural promotion policies and citizen activities, involving administrative departments skilled in public relations, which fostered broad understanding and empathy for the brand. Continuous communication by agricultural product delivery personnel connecting farmers and restaurants, along with regular government-led events, contributed to changes in restaurant awareness, new relationship building, and expanded brand recognition within the region, demonstrating features that promote intra-regional branding.