Pocket Marche

Pocket Marche is an online C2C (consumer-to-consumer) marketplace in Japan that directly connects farmers and fishermen with consumers. The platform, available as a smartphone app and website, allows users to purchase fresh, seasonal foods directly from the source. The company operates under Amekaze Taiyo Co., Ltd.

The service was founded by Hiroyuki Takahashi, who was inspired by his experiences during the aftermath of the 2011 Great East Japan Earthquake. Observing the disconnect between urban consumers and rural producers, he first launched "Tohoku Taberu Tsushin" (Tohoku Eating Communication), a food-accompanying magazine, which later evolved into Pocket Marche. The platform launched in September 2016. By May 2020, the company had acquired the "Taberu Tsushin" (Eating Communication) business. The COVID-19 pandemic significantly boosted its growth, with transaction volume tripling and new users increasing fourfold after a TV commercial broadcast.

Pocket Marche's business model is based on a ribbon model, matching supply (producers) with demand (consumers). The company does not charge a listing fee; instead, it takes a 23% commission on sales made through the platform. For consumers, there are no service fees beyond the product price and shipping. The platform facilitates a direct connection, allowing consumers to communicate with producers, ask about the best ways to prepare food, and share their appreciation. This communication aspect is a core feature, aiming to build relationships and create an experience beyond a simple transaction. For producers, the platform offers a simplified process for selling their products, with features like automated shipping labels through a partnership with Yamato Transport.

As of September 2022, the platform had over 7,000 registered producers from all 47 prefectures in Japan and more than 600,000 registered users. It offers a wide variety of products, including vegetables, fruits, fish, meat, and processed goods. The platform also accommodates the sale of non-standard or 'imperfect' produce, helping to reduce food loss. Additionally, Pocket Marche has integrated a hometown tax donation service, allowing users to support producers through their tax contributions.

Keywords: online farmers market, direct-to-consumer food, C2C food platform, Japanese agriculture technology, seafood marketplace, fresh produce delivery, farm-to-table app, rural revitalization, food supply chain, Hiroyuki Takahashi, Amekaze Taiyo, food e-commerce, producer-consumer communication, seasonal ingredients, artisanal food, local produce Japan, sustainable agriculture, fishery tech, food distribution platform