JA Zenno Fruit and Vegetable Center

What JA Zenno Fruit and Vegetable Center does

JA Zenno Fruit and Vegetable Center (JA全農青果センター株式会社) is a Japanese fresh produce distribution company established on June 1, 2006, as the direct sales arm of JA ZEN-NOH (National Federation of Agricultural Cooperative Associations). The company operates four integrated business functions: (1) wholesale of fresh fruits and vegetables sourced from production regions nationwide via JA cooperatives and sold to mass retailers, consumer cooperatives, food processing manufacturers, and restaurant chains through daily price and quantity negotiations at JA shipping yards; (2) packing and portioning services producing approximately 200 million custom-packaged units per year using original labels and packaging materials; (3) set center operations across five nationwide locations handling pre-processing, repackaging, and order fulfillment for consumer cooperative home delivery services; and (4) processed food development and sales under the proprietary 'Minna no Yasai' (みんなのやさい) brand. The company maintains three primary distribution centers in Tokyo (Saitama), Kanagawa (Hiratsuka, since 2013), and Osaka (major renovation completed April 2024), each equipped with cold storage infrastructure to preserve produce freshness. Revenue is generated through B2B transactional fees across these segments with individually negotiated wholesale pricing; no public pricing is disclosed.

The company's go-to-market motion is enterprise field sales, with dedicated product managers (品目担当者) maintaining direct relationships with both producers in agricultural regions and buyer departments at trading partners, conducting daily business negotiations and providing value-added services including product origin storytelling, store display coordination, and promotional support. In April 2024, the company merged with Zenno Seika Service Co., Ltd. and established a new Processing Business Development Headquarters to consolidate and grow its processed food capabilities. As a wholly-owned subsidiary within the JA ZEN-NOH cooperative group (shareholders include JA ZEN-NOH and JA ZEN-NOH Business Support Co., Ltd.), the company operates as a private corporation with no public listing and no disclosed revenue figures.

The company pursues consumer-facing brand-building through three content initiatives: 'Nouka no Bukotsu Meshi' (農家の無骨メシ), which communicates authentic seasonal cooking traditions from farming communities; 'SMART', a recipe and cooking tips initiative; and 'Minna no Yasai', a processed food brand website supporting domestic vegetable consumption. It also conducts CSR activities including parent-child cooking classes, youth sports clinics, and community events. The company has no disclosed AI/ML capabilities, patents, or technology partnerships beyond standard logistics infrastructure; its competitive differentiation rests on its structural position within the JA ZEN-NOH cooperative ecosystem and the nationwide producer network this confers.

Name

JA Zenno Fruit and Vegetable Center

Legal name

JA全農青果センター株式会社

Website

https://z-center.co.jp

Company type

Private

Founded year

2006

Operating status

Operating

Short description

JA全農青果センター株式会社 is a Japanese fresh produce distributor and wholly-owned subsidiary of JA ZEN-NOH that sources fruits and vegetables nationwide, wholesales to retailers, cooperatives, and food manufacturers, packs ~200 million units annually, operates five set centers, and develops processed foods under the 'Minna no Yasai' brand.

Ownership category

akta.pro rank

Product category

Fresh Produce Wholesale and Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Groceries, General Line (5141), Food And Kindred Products (2000)

akta.pro primary industry

Fresh Produce Distribution (CRAOABAB)

akta.pro secondary industries

Fresh Vegetable Wholesale (AFAIACAB), Farmer Cooperatives & Co-op Retail (AFABAJAB)

Keywords

• Fresh produce wholesale
• Produce distribution services
• Agricultural cooperative services
• Food packaging services
• Processed food manufacturing

Headquarters

HQ city

Toda

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. 青果物の仕入れ・販売 (Fresh Produce Wholesale): Core business: purchasing fresh fruits and vegetables from production regions nationwide via JA cooperatives and selling to mass retailers, cooperatives, food processors, and restaurant chains. Price and quantity negotiations conducted at JA shipping yards; goods inspected and stored in refrigerated facilities before distribution.
2. 青果物の小分け包装 (Fresh Produce Repackaging): Approximately 200 million packaging units per year. Custom packaging based on sales partner specifications using original stickers and packaging materials, creating value-added differentiated products.
3. セットセンター運営 (Set Center Operations): Contracted operation of set centers for consumer cooperatives. Handles pre-processing (origin labeling, protective packaging) and pick operations (sorting orders into delivery containers) for cooperative home delivery services. Currently contracted by major eastern and western cooperative operators across 5 nationwide locations.
4. 加工食品の開発・販売 (Processed Food Development and Sales): Development and sales of processed foods under own brands such as 'みんなのやさい' (Everyone's Vegetables). Addresses changing household compositions and expanding the domestic fresh produce market.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

JA Zenno Fruit and Vegetable Center is a B2B agricultural produce company that purchases fresh fruits and vegetables from JA cooperatives nationwide and wholesales them to mass retailers, consumer cooperatives, food processors, and restaurant chains. The company also operates fresh produce repackaging/portioning (approximately 200 million units annually), runs five nationwide set centers for cooperative home delivery fulfillment, and develops and sells processed foods under its own brands.

Product overview

JA Zenno Fruit and Vegetable Center operates as a comprehensive agricultural produce company with four core business functions: wholesale of fresh produce (仕入れ販売), packing and portioning services (小分け包装), set center operations for cooperative home delivery (セットセンター運営), and processed food development and sales (加工食品の開発販売). The company also runs two content initiatives—'農家の無骨メシ' and 'SMART'—to communicate the value of Japanese agriculture and promote vegetable consumption. The company's flagship processed food brand is 'みんなのやさい' (Minna no Yasai). As a direct sales arm of JA ZEN-NOH, the company connects producers with consumers through multiple distribution channels including supermarkets, cooperatives, and food manufacturers.

Differentiator

Problem solved

Functional benefit

Brands

• みんなのやさい (Minna no Yasai): A brand for processed foods that supports daily home cooking, developed to expand the domestic fresh produce market
• 農家の無骨メシ (Nouka no Bukotsu Meshi)
• SMART

Products and services

• Wholesale of Fresh Produce (青果物の仕入れ・販売) Core business of purchasing fresh fruits and vegetables from JA cooperatives nationwide (Hokkaido to Okinawa) and wholesaling them to mass retailers, supermarkets, consumer cooperatives, food processors, and restaurant chains. Includes product proposals, pricing, quality presentation, and store display coordination.
• Fresh Produce Repackaging and Portioning (青果物の小分け包装) Annual repackaging of approximately 200 million units of fresh produce with custom labels and original packaging materials tailored to retailer and consumer specifications. Creates value-added differentiated products.
• Set Center Operations (セットセンター運営) Contracted operation of set centers for consumer cooperative partners. Handles pre-processing (origin labeling, protective packaging) and pick operations (sorting orders into delivery containers) for cooperative home delivery services. Operates 5 nationwide locations serving major eastern and western cooperative operators with next-day delivery capability.
• Processed Food Development and Sales (加工食品の開発・販売) Development and sales of processed foods under own brands such as 'Minna no Yasai' (みんなのやさい / Everyone's Vegetables), addressing changing household compositions and expanding the domestic fresh produce market. The Minna no Yasai brand supports daily home cooking with domestic agricultural products.

Quantifiable outcome

• 年間約２億点の小分け包装を実施 (Approximately 200 million packaging units per year)
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered major and core.

• 全農青果サービス株式会社majorStrategic or Co-development Partner · 6 April 2024Merged into JA全農青果センター in April 2024, consolidating processing business development functions into the main company structure.
• 全国農業協同組合連合会 (JA Zenno / National Agricultural Cooperative Federation)coreStrategic or Co-development PartnerParent organization of the JA Zenno Group. JA全農青果センター was established in 2006 and received transfer of the horticultural direct sales business from JA Zenno in 2006. JA Zenno is the primary shareholder and core member of the group network that provides the nationwide producer network enabling direct sourcing from agricultural regions across Japan.
• 株式会社全農ビジネスサポートcoreStrategic or Co-development PartnerOne of the two shareholders of JA全農青果センター株式会社. Co-develops business support services within the JA Zenno Group ecosystem.
• JA全農グループ各社 (JA Zenno Group Companies)coreStrategic or Co-development PartnerRelated group companies including JA全農ミート (meat), JA全農チキン (chicken), JA全農卵 (eggs), JA全農大米 (rice), JA全農、物流 (logistics), JAみらい (future), meito, and JA全農フードソリューション. Part of integrated agricultural and food group serving producers and consumers.
• 生活協同組合 (Consumer Cooperatives)coreChannel Partner/ Reseller/ DistributorMajor cooperative partners for joint purchase and home delivery businesses. JA全農青果センター operates set centers for cooperatives in both eastern and western Japan, handling pre-processing and order fulfillment for cooperative member deliveries. Major cooperative operators nationwide.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Hamada Co., Ltd. Japanese food wholesaler specializing in fruits and vegetables with domestic and imported produce distribution. Directly comparable to JA Zenno Fruit and Vegetable Center in fresh produce wholesale serving retailers and food service operators.
• Toyo Seika Co., Ltd. A major Japanese fresh produce wholesaler operating at the Tokyo Metropolitan Central Wholesale Market. Directly comparable to JA Zenno Fruit and Vegetable Center as a B2B wholesale distributor of fruits and vegetables serving retailers and food service, though without the JA cooperative producer network.
• Pal System Logistics Co., Ltd. Logistics arm of Pal System consumer cooperative, operating set centers and produce distribution for cooperative home delivery. Directly comparable to JA Zenno Fruit and Vegetable Center's set center operations for cooperative partners, though vertically integrated within Pal System rather than operating as a third-party.
• Kokubu & Co., Ltd. Major Japanese food and beverage wholesaler with nationwide distribution. Comparable as a broad-line B2B food distributor handling fresh and processed products to retailers and food service, with overlapping customer segments to JA Zenno Fruit and Vegetable Center.
• Nippon Access Co., Ltd. Japan's leading foodservice distribution company, supplying fresh and processed foods including produce to restaurant chains and food service operators. Closely comparable to JA Zenno Fruit and Vegetable Center in serving restaurant chains and food manufacturers with cold-chain B2B distribution.

Broad incumbents

• Starzen Co., Ltd. Japanese food company with meat and produce distribution operations serving retailers, food service, and processors. Overlaps with JA Zenno Fruit and Vegetable Center in B2B food distribution infrastructure and customer base.
• Itochu Foods Co., Ltd. Food distribution arm of Itochu Corporation handling nationwide wholesale of fresh, frozen, and processed foods. Overlaps with JA Zenno Fruit and Vegetable Center in fresh produce B2B distribution to retailers and food service, though operating as part of a much larger sogo shosha.
• Nichirei Logistics Group: Japan's leading cold-chain logistics provider. Adjacent to JA Zenno Fruit and Vegetable Center's cold-storage and distribution operations, offering shared infrastructure services to food producers and retailers across the country.
• Maruha Nichiro Corporation: Large Japanese food company with broad fresh and processed food distribution including produce. Comparable in operating cold-chain distribution and serving institutional buyers, though primarily focused on seafood and processed foods.
• Mitsui & Co. Fresh Produce Operations: Produce and food distribution operations of Mitsui & Co., one of Japan's major trading houses. Comparable in B2B fresh produce wholesale and supply chain integration, though operating as part of a much larger diversified conglomerate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/seika_center

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 JA Zenno Fruit and Vegetable Center