Tokyo Shinjuku Vegefuru Co., Ltd.

What Tokyo Shinjuku Vegefuru Co., Ltd. does

Tokyo Shinjuku Vegefuru Co., Ltd. (東京新宿ベジフル株式会社) is a designated central wholesale market operator headquartered in Shinjuku, Tokyo, Japan. Founded in 1939 (Showa 14) through the consolidation of 13 private markets in the aftermath of the Great Kanto Earthquake, the company operates the Shinjuku Yodobashi Market (新宿淀橋市場), one of Tokyo's central wholesale markets (東京都中央卸売市場) licensed under Japan's Wholesale Market Act. It ranks third among Tokyo's central wholesale markets by fresh-produce volume and handles vegetables and fruits as its core product categories.

The company runs a two-sided intermediation business: it sources fresh produce from multiple JA (Japan Agricultural) cooperatives nationwide and serves approximately 700 retail stores as primary buyers, with secondary demand from food-service operators. Revenue is generated through commission and consignment fees on transactions intermediated through the market facility; there is no disclosed subscription or SaaS-style pricing layer. Headcount is in the 101-250 range. The platform architecture is fundamentally physical — a regulated wholesale market site with cold-chain handling — rather than digital, and there is no evidence of proprietary software, data products, or AI/ML systems in the disclosed material.

The company's near-term strategic posture is modernization of an existing franchise rather than expansion into new categories or geographies. An automated warehouse was completed in December 2025 with full operation from 2026, south-building construction is ongoing, and updated consignment contract terms take effect in April 2026. The firm also maintains recurring commercial and community touchpoints, including a monthly Market Day on the 18th of each month and an annual Yodobashi Market Festival, alongside ongoing JA top-sales events.

Name

Tokyo Shinjuku Vegefuru Co., Ltd.

Legal name

東京新宿ベジフル株式会社

Website

https://vf-shinjuku.jp

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

101–250 employees

Short description

Tokyo Shinjuku Vegefuru Co., Ltd. operates the Shinjuku Yodobashi Market, a designated Tokyo central wholesale market intermediating fresh produce between JA cooperatives nationwide and approximately 700 retail-store buyers under Japan's Wholesale Market Act.

Ownership category

akta.pro rank

Product category

Wholesale Produce Market

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Terminal Market / Produce Market Wholesalers (AFAIACAK)

akta.pro secondary industries

Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE), Fresh Produce Wholesale Distribution (CRAOAAAC)

Keywords

• Central wholesale market
• Fresh produce distribution
• Vegetables and fruits
• Agricultural cooperative supply
• Consignment auction services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain

Revenue model

1. Commission and Consignment Fees: Operates as a central wholesale market (中央卸売市場) operator under Japan's Wholesale Market Act, charging consignment commission fees (委託手数料) and incentive fees (奨励金) for handling produce transactions between agricultural producers and wholesale buyers. The company announced updates to consignment contract terms effective April 2026.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Tokyo Shinjuku Vegefuru operates the Shinjuku Yodobashi Market, a central wholesale market under Japan's Wholesale Market Act that handles fresh vegetables and fruits. The company receives produce on consignment from agricultural cooperatives (JA) and farmers across Japan, then sells it to wholesale and retail buyers through daily auctions and consignment sales, charging commission and incentive fees on each transaction.

Product overview

Tokyo Shinjuku Vegefuru Co., Ltd. operates as a traditional wholesale agricultural produce market (Shinjuku Yebisu Market) dealing in fresh vegetables and fruits. The company serves as an intermediary between agricultural producers (farmers and agricultural cooperatives across Japan) and buyers (retailers, restaurants, and food businesses). The core product offerings are fresh vegetables (野菜) and fresh fruits (くだもの), with a comprehensive catalog of over 60 specific produce categories including items like cabbage, cucumbers, tomatoes, spinach, melons, peaches, cherries, and more. Additional services include market calendar information and produce availability information. The company was established in 1939 (Showa 14) and is located in Shinjuku, Tokyo.

Differentiator

Problem solved

Functional benefit

Brands

• 新宿淀橋市場 (Shinjuku Yohi Market): The company's wholesale produce market brand and facility name, one of Tokyo's central wholesale markets for fruits and vegetables, ranked 3rd in handling volume.

Products and services

• Fresh Vegetables (野菜) Fresh vegetables distributed through the Shinjuku Yodobashi Market via auction and consignment sales, sourced from JA agricultural cooperatives and farmers across Japan, and sold to registered wholesale and retail buyers.
• Fresh Fruits (くだもの) Fresh fruits distributed through the Shinjuku Yodobashi Market via auction and consignment sales, sourced from JA agricultural cooperatives and farmers across Japan, and sold to registered wholesale and retail buyers.
• Market Calendar (市場カレンダー) Calendar service showing market holidays, temporary closures, and special market days, supporting buyer and producer scheduling at the Shinjuku Yodobashi Market.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• JA (Agricultural Cooperative) NetworkcoreChannel Partner/ Reseller/ DistributorExtensive network of JA (Agricultural Cooperative) partners nationwide who supply fresh produce through the Shinjuku Yodobashi Market. Partner JAs include JAなすの (Tochigi), JA天童 (Yamagata), JAふくしま未来 (Fukushima), JA熊本市 (Kumamoto), JA秋田ふるさと (Akita), JA信州うえだ (Nagano), JA全農とちぎ (Tochigi), JA福島さくら (Fukushima), JAちばみどり (Chiba), JA山武郡市 (Chiba), and numerous others. These partners regularly participate in market day events, top-sales promotions, and the annual market festival.
• Shinjuku Yodobashi Market Association (新宿淀橋市場協会)coreStrategic or Co-development PartnerCollaborative relationship with the market association for organizing joint events including the annual Yodobashi Market Festival (淀橋市場まつり) and market operations. The association理事长 participates in annual events and market ceremonies.
• しょいか～ご Retail StoresminorChannel Partner/ Reseller/ DistributorPartnership with 'しょいか～ご' retail store chain for conducting JA promotional events and product tastings. JA products are featured at store locations in Chiba prefecture.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• JA Zen-Noh (全国農業協同組合連合会): National federation of Japanese agricultural cooperatives that supplies produce to the company and operates nationwide distribution. Zen-Noh is a major upstream supplier and a potential direct competitor/alternative for producers looking to bypass central wholesale markets.
• Kagome Co., Ltd. (カゴメ株式会社): Large Japanese food company with significant involvement in fresh produce processing and distribution. Adjacent competitor in the produce supply chain with stronger brand recognition and direct retail relationships.

Direct peers

• Nagoya Central Wholesale Market (名古屋市中央卸売市場): Central wholesale market in Nagoya operating with the same consignment/auction model as the company. Serves regional fresh produce distribution for the Chubu region and is structurally comparable in business model and regulatory framework.
• Toyosu Market (豊洲市場): Successor to the Tsukiji Market since 2018, Tokyo's primary central wholesale market for seafood and a major produce facility. Operates under the same central wholesale market regulatory framework and competes for Tokyo's fresh food distribution flow.
• Osaka Central Wholesale Market (大阪市中央卸売市場): One of Japan's largest central wholesale markets, operating under the same legal framework as the company. Comparable scale and role in connecting agricultural producers with Kansai-region retail and food service buyers.
• Tokyo Seika Co., Ltd. (東京青果株式会社): Operates the Ota Market, Tokyo's largest central wholesale market for fresh fruits and vegetables. The most direct competitor to Tokyo Shinjuku Vegefuru, running the same central wholesale market model under Japan's Wholesale Market Act, serving retailers and food service buyers in the Tokyo metropolitan area.

Regional players

• Fukuoka Central Wholesale Market (福岡市中央卸売市場): Central wholesale market serving the Kyushu region under the same legal framework. Comparable business model and regulatory environment but operates in a different geographic region, providing insights into regional produce distribution dynamics.
• Yokohama Marunaka Seika (横浜丸中青果): Yokohama-based produce wholesaler operating at the Yokohama Market. Comparable as a regional fresh produce wholesaler serving the Kanto area, though smaller scale and focused on a specific regional market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Tokyo Shinjuku Vegefuru Co., Ltd.