Tabechoku

What Tabechoku does

Tabechoku (食べチョク), operated by Vivid Garden Inc. (株式会社ビビッドガーデン), is Japan's largest online direct-to-consumer agricultural and seafood marketplace. The platform connects thousands of producers across all 47 Japanese prefectures with four distinct buyer segments: individual consumers, restaurants, corporate gift buyers, and local governments. Founded in 2017 and headquartered in Tokyo, the company is privately held with no public listing.

The product surface is multi-modal. The core marketplace operates on a commission basis, taking a percentage of GMV on transactions between producers and buyers. Layered on top are subscription boxes (定期便), gift cards, a B2B restaurant procurement portal (pro.tabechoku.com), corporate gifting services, and municipality-facing channels including hometown tax donation (ふるさと納税) integration. Distribution runs through a web platform plus iOS and Android applications. Differentiation rests on producer-direct sourcing, detailed producer profile pages, and the "Morning Harvest" (朝どれ) freshness program, supplemented by a marketplace mini-game as an engagement layer. Payment infrastructure includes atone (BNPL, integrated 2025-07) alongside standard rails to reduce checkout friction.

The business generates revenue through marketplace commissions on a long-tail producer base, subscription fees, gift card margin, B2B procurement spread, and value-added services for corporate and municipal buyers. As of November 2025, Tabechoku ranked #1 in Japan across nine metrics in the MyVoice Com survey (n=572). No funding rounds, M&A activity, headcount, revenue, or GMV figures were disclosed in the input data, which limits financial visibility but does not undermine the observable leadership position.

Name

Tabechoku

Legal name

vivid garden Inc. (株式会社ビビッドガーデン)

Website

https://tabechoku.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Tabechoku (食べチョク) is Japan's largest online direct-to-consumer agricultural and seafood marketplace, connecting thousands of producers across all 47 prefectures with consumers, restaurants, corporate buyers, and municipalities via web and mobile.

Ownership category

akta.pro rank

Product category

Online agricultural and seafood marketplace

NAICS

Fish and Seafood Merchant Wholesalers (42446)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Seafood Markets & Fishmongers (CRAHAHAC)

Keywords

• Direct-to-consumer produce marketplace
• Agricultural e-commerce platform
• Fresh seafood online sales
• Farm-to-table subscriptions
• Specialty food gift boxes

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Technology or R&D, Marketing or Sales, Personnel, Supply Chain

Revenue model

1. Marketplace Transaction Commission: Platform facilitates direct sales between producers (farmers, fishermen) and consumers. Takes a commission on each transaction processed through the marketplace.
2. Subscription Service (定期便): Recurring delivery service delivering seasonal produce boxes on a scheduled basis. Generates recurring revenue from subscribers.
3. Gift Cards: Pre-paid gift cards available for purchase, enabling gifting use cases and driving new customer acquisition.
4. Corporate/Business Services: Services for restaurants (pro.tabechoku.com) and corporate clients including business gift procurement.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Tabechoku operates Japan's largest online direct-sales marketplace connecting farmers and fishermen directly with consumers, offering fresh produce, seafood, and specialty Japanese foods delivered nationwide. Revenue is generated from transaction commissions on each marketplace sale, supplemented by recurring subscription deliveries (定期便), gift cards, and a B2B procurement portal (pro.tabechoku.com) serving restaurants and corporate gift buyers. The platform aggregates producers from all 47 Japanese prefectures and emphasizes freshness through a same-day Morning Harvest (朝どれ) shipping program.

Product overview

食べチョク (Tabechoku) operates as a unified e-commerce marketplace for direct-to-consumer sales of fresh agricultural and seafood products from Japanese farmers and fishermen. The core platform enables producers to sell directly to consumers who receive same-day or next-day harvested/delivered items. The product portfolio includes the main marketplace as the central offering, supplemented by a subscription delivery service (定期便), gift cards (産直ギフトカード), a mini-game marketplace (食べチョク市場) for customer engagement, hometown tax donation rewards (ふるさと納税), and a dedicated B2B platform (食べチョク for Business) for restaurant procurement. Additional services include municipality partnerships (自治体連携), meal planning (Vivid TABLE), concierge services, and curated fruit selections. Mobile apps for iOS and Android extend accessibility to the platform.

Differentiator

Problem solved

Functional benefit

Brands

• Vivid TABLE: A brand/service offered by Tabechoku, described as a meal solution service for busy days.
• 食べチョク市場

Products and services

• Tabechoku Marketplace (食べチョク) Japan's largest online direct-sales marketplace connecting consumers directly with farmers and fishermen for fresh, seasonal produce and seafood delivery, spanning all 47 Japanese prefectures.
• Tabechoku Subscription Service (定期便サービス) Recurring subscription delivery service delivering seasonal vegetables and fruits selected by Tabechoku on a scheduled basis at discounted rates to individual consumers.
• Tabechoku Ichiba Mini-Game (食べチョク市場) In-app mini-game platform where users play to earn coupons and engagement rewards redeemable on the Tabechoku marketplace.
• Tabechoku Gift Cards (産直ギフトカード) Pre-paid gift cards for purchasing fresh produce and other Tabechoku products as gifts for friends, family, or corporate recipients.
• Tabechoku for Business (食べチョク for Business) B2B procurement platform enabling restaurants and food-service businesses to source fresh ingredients directly from Japanese producers via pro.tabechoku.com.
• Municipality Collaboration Service (自治体連携サービス) Partnership service connecting Japanese prefectural and municipal governments with Tabechoku producers, offering free shipping and special discounts for regional agricultural products.
• Furusato Tax Donation Service (ふるさと納税) Hometown tax donation service allowing Japanese consumers to receive Tabechoku producer products as tax-deductible donation rewards.
• Vivid TABLE Meal planning and recipe recommendation service complementing the Tabechoku fresh-ingredient marketplace, designed as a meal solution for busy days.
• Tabechoku Concierge (食べチョク コンシェルジュ) Personalized concierge service providing premium customer support and product recommendations to high-value Tabechoku users.
• Tabechoku Fruits Select (食べチョク フルーツセレクト) Curated fruit selection service featuring premium and seasonal fruit recommendations from Japanese producers.
• Tabechoku iOS/Android Mobile Apps Mobile applications for iOS and Android enabling consumers to browse, purchase, and track fresh produce and seafood deliveries on the go.

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• atone (アートインク)minorGTM or Marketing Partner · 1 July 2025Joint promotion campaign (atone campaign 202607) offering payment/loyalty benefits to platform users during promotional period.
• Local Municipalities (自治体)coreStrategic or Co-development PartnerPartnership with local governments across Japan to promote regional agricultural products, provide free shipping benefits and discounts, and support rural economic development through the platform.
• Vivid Garden Inc. (株式会社ビビッドガーデン)coreOthersParent company operating Tabechoku platform and related services including Vivid TABLE restaurant platform and other agricultural e-commerce initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Rakuten Ichiba: Japan's largest general e-commerce marketplace, hosting thousands of agricultural and seafood sellers. While not a specialist DTC agricultural platform, Rakuten's scale, capital, and cross-category consumer base represent the most significant broad competitive threat to Tabechoku.
• Yahoo! Shopping Japan: Major Japanese e-commerce marketplace operated by LY Corporation, hosting agricultural, seafood, and specialty food sellers. Competes with Tabechoku for online grocery shoppers as a broad incumbent with PayPay-integrated payments and substantial marketing scale.
• Amazon Japan (Amazon Fresh): Amazon's Japanese grocery and fresh-food operations, providing same-day and next-day delivery of fresh produce, seafood, and packaged goods. A broad incumbent in grocery e-commerce with substantially greater capital, logistics infrastructure, and customer base than Tabechoku.

Emerging players

• Kuradashi (クラダシ): Japanese social-impact e-commerce marketplace focused on reducing food loss by selling surplus and near-expiry food products directly from producers and manufacturers. Operates a similar producer-direct model but with a distinct sustainability-driven positioning.

Direct peers

• Marugoto Marché (JA全農): National agricultural cooperative association (JA Zennoh) marketplace selling directly from Japanese producers. Closely comparable producer-to-consumer model leveraging nationwide agricultural cooperative supply, making it a structurally similar direct competitor in the DTC agricultural e-commerce category.
• JA Town (JAタウン): National e-commerce marketplace operated by the Japan Agricultural Cooperatives (JA Group), selling agricultural and specialty products directly from JA-affiliated producers. Competes head-on with Tabechoku in the producer-to-consumer agricultural marketplace category, with a particularly strong regional supply base.
• Radish Boya (らでぃっしゅぼーや): Established Japanese organic produce and specialty food subscription service delivering directly to households. Competes with Tabechoku's subscription offering in the curated fresh-produce space targeting similar health-conscious consumers.
• Pocket Marche (ポケットマルシェ): Operates one of Japan's leading direct-from-producer agricultural and seafood marketplaces, with a comparable model of connecting farmers and fishermen to consumers nationwide. Pocket Marche is the closest direct competitor to Tabechoku in the Japanese DTC agricultural e-commerce category.
• Pal System (パルシステム): Japanese consumer cooperative providing direct-from-producer grocery delivery across the Tokyo metropolitan area. Operates a parallel mission of supporting local producers while delivering fresh food to member households, directly comparable to Tabechoku's value proposition.
• Oisix (オイシックス・ラ・大地): Major Japanese organic and specialty produce subscription service with strong direct-producer relationships. Targets health-conscious households with curated fresh produce boxes, overlapping significantly with Tabechoku's subscription (定期便) and consumer segments.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/tabechoku
• Facebookfacebook.com/tabechoku
• Instagraminstagram.com/tabechoku

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tabechoku