Pocket Marche

Pocket Marche, operated by Ame Kaze Taiyo, Inc., functions as a consumer-to-consumer (C2C) online marketplace that directly connects food producers with consumers across Japan. The company was established in February 2015, and the "Pocket Marche" service was launched in September 2016. In December 2023, the parent company, Ame Kaze Taiyo, was listed on the Tokyo Stock Exchange Growth Market.

The inspiration for the platform stemmed from founder Hiroyuki Takahashi's experiences following the Great East Japan Earthquake in 2011. At the time a member of the Iwate Prefectural Assembly, Takahashi witnessed the deepening relationships between urban volunteers and rural producers in the disaster-stricken areas. This led him to believe that reconnecting these two groups could address issues of urban isolation and rural decline. Before Pocket Marche, Takahashi launched "Tohoku Taberu Tsushin" in 2013, a subscription service delivering a magazine featuring producers' stories along with their food, which laid the groundwork for the larger platform. His journey includes serving two terms as a prefectural assembly member in his native Iwate, running for governor, and ultimately shifting from politics to business to enact his vision of "mixing urban and rural areas."

The business operates as a direct-to-consumer online and mobile application where farmers and fishermen can sell their products directly to end-users. This model allows producers, who might be too small to engage with larger distributors, to set their own prices and build relationships with their customers. The platform's revenue is generated through a commission on sales, with no fixed listing fees for producers. Pocket Marche supports producers by simplifying logistics; for example, shipping labels are automatically generated and provided by their logistics partner, Yamato Transport, at a discounted rate.

The service offers a wide array of products, including fresh vegetables, fruits, seafood, meat, and processed goods like jams and juices. A key feature of the platform is the communication function, which allows for direct interaction between producers and consumers. This enables buyers to learn about production methods and recommended recipes, while producers receive direct feedback and can share their stories, fostering a sense of community. The platform also helps reduce food loss by providing a market for non-standard or cosmetically imperfect produce. Beyond the C2C marketplace, the company's operations include "Pokemaru Furusato Nozei," a hometown tax payment platform, and initiatives like parent-child rural study programs to further bridge the gap between cities and the countryside.

Keywords: direct-to-consumer, online marketplace, farm-to-table, fresh produce, Japanese agriculture, seafood direct sales, rural revitalization, food e-commerce, producer-consumer connection, Hiroyuki Takahashi, Ame Kaze Taiyo, sustainable agriculture, food supply chain, local food, food communication, community supported agriculture, Japanese food producers, online farmers market, food tech, relationship-based commerce