Broccoli Becomes a 'Specified Vegetable' for the First Time in 52 Years | February Shipments Hit Record Highs with Stable Prices
Nougyou Sougou Kenkyusho analyzed shipment data from their direct sales corners following broccoli's addition as a 'specified vegetable' in April 2026. Data shows stable prices and a record-high shipment volume in February 2026.
📋 Article Processing Timeline
- 📰 Published: April 23, 2026 at 20:00
- 🔍 Collected: April 23, 2026 at 11:31
- 🤖 AI Analyzed: April 24, 2026 at 01:37 (14h 6m after Collected)
Nougyou Sougou Kenkyusho Co., Ltd. (Headquarters: Wakayama City, Wakayama Prefecture; Representative Director, Chairman & CEO: Tomomasa Oikawa; hereinafter 'the Company'), which operates 'Farmers' Direct Sales Corners' mainly in urban supermarkets nationwide under the vision of 'realizing a sustainable agricultural industry and enriching consumers' lives,' has analyzed shipment data from its direct sales locations following the addition of broccoli as a 'specified vegetable' in April 2026.
What are Specified Vegetables?
Specified vegetables are designated by the Minister of Agriculture, Forestry and Fisheries as essential for the daily lives of citizens due to their high consumption volume.
There are 14 items designated as 'specified vegetables' with high consumption, and 35 items as 'specific vegetables' which are equivalent to specified vegetables. The goal is to maintain an environment where citizens can easily obtain vegetables on a daily basis through the development of stable production and supply systems.
In April 2026, broccoli was newly added as the 15th specified vegetable. This is the first addition of a specified vegetable in about 52 years, since potatoes in 1974.
The background to this is the rapid increase in broccoli consumption over the past 30 years. According to the Ministry of Agriculture, Forestry and Fisheries, between 1990 and 2022, shipment volumes roughly doubled, and per capita purchase volumes expanded by about three times.
Reference: Regarding the addition of broccoli to specified vegetables and the policy for forecasting broccoli supply and demand for FY2029.
Broccoli shipment prices over the past three years have remained in the 150-230 yen range
The average shipment price of broccoli at 'Farmers' Direct Sales Corners' has generally fluctuated within the range of 150 to 230 yen throughout 2024, 2025, and 2026.
Average for Jan-Mar 2024: Approx. 157 yen
Average for Jan-Mar 2025: Approx. 214 yen (+36% YoY)
Average for Jan-Mar 2026: Approx. 173 yen (-19% YoY, +10% compared to 2024)
In 2025, a period of higher prices was notable. High levels continued from winter to spring (234 yen in Jan, 224 yen in Feb), and even during the summer transition period (when supply is scarce due to switching production areas), prices temporarily rose to 266 and 258 yen. However, moving into 2026, prices have regained stability.
Going forward, it is expected that the designation as a specified vegetable will promote planned production based on national supply and demand guidelines, further suppressing wild price fluctuations.
Additionally, because subsidies to producers become more generous when prices drop significantly, it will be easier for producers to establish a stable business outlook.
February 2026 shipment volume reaches the highest level for February in three years. Moving towards a virtuous cycle of price stability and demand recovery.
In terms of shipment volume, February 2026 recorded the highest during this survey period at approximately 320,000 units.
February 2024: Approx. 239,000 units
February 2025: Approx. 177,000 units
February 2026: Approx. 320,000 units
While prices remained high in 2025, shipment volumes stagnated, dropping significantly especially during the summer transition period, showing a clear supply shortage.
In 2026, as prices stabilized, consumer demand recovered. Shipment volume in February grew significantly by about 80% year-on-year, creating a virtuous cycle where prices and volume stabilize simultaneously. This can be said to be approaching the ideal state aimed for by 'specified vegetables.'
Broccoli exhibits seasonality where shipment volumes decrease significantly during the summer. Although cool-climate production areas like Hokkaido maintain a certain volume, it is expected that the establishment of planned production systems triggered by the specified vegetable designation will further strengthen supplementary supply during these transition periods.
Future expectations and challenges of designating broccoli as a specified vegetable
With broccoli added as a specified vegetable, the framework for planned production based on national supply and demand guidelines will be established. The application of the subsidy system for producers when prices drop significantly will make it easier for them to foresee business stability.
From the consumer's perspective, the establishment of a stable supply system is expected to create an environment where sudden price spikes or drops are less likely to occur.
On the other hand, there are still uncertain aspects regarding whether prices and shipment volumes will actually stabilize. Supply shortages caused by climate change, such as the price spikes and shipment drops caused by the severe heat recorded in 2025, cannot be fully addressed by the subsidy system alone.
Our company has a network of producers spread across more than 27 prefectures nationwide. By switching production areas according to the season—such as Kyushu in winter and Hokkaido in summer—we will contribute to stability in both price and supply as a key player in direct-from-farm distribution. Furthermore, we will promptly capture supply and demand fluctuations based on shipment data accumulated at over 2,000 stores nationwide, further strengthening our role as a platform connecting producers and consumers.
Survey Methodology
Survey Period: January 2024 - March 17, 2026
Survey Method: Supermarkets nationwide (over 2,000 stores) handled by our company.
What are Specified Vegetables?
Specified vegetables are designated by the Minister of Agriculture, Forestry and Fisheries as essential for the daily lives of citizens due to their high consumption volume.
There are 14 items designated as 'specified vegetables' with high consumption, and 35 items as 'specific vegetables' which are equivalent to specified vegetables. The goal is to maintain an environment where citizens can easily obtain vegetables on a daily basis through the development of stable production and supply systems.
In April 2026, broccoli was newly added as the 15th specified vegetable. This is the first addition of a specified vegetable in about 52 years, since potatoes in 1974.
The background to this is the rapid increase in broccoli consumption over the past 30 years. According to the Ministry of Agriculture, Forestry and Fisheries, between 1990 and 2022, shipment volumes roughly doubled, and per capita purchase volumes expanded by about three times.
Reference: Regarding the addition of broccoli to specified vegetables and the policy for forecasting broccoli supply and demand for FY2029.
Broccoli shipment prices over the past three years have remained in the 150-230 yen range
The average shipment price of broccoli at 'Farmers' Direct Sales Corners' has generally fluctuated within the range of 150 to 230 yen throughout 2024, 2025, and 2026.
Average for Jan-Mar 2024: Approx. 157 yen
Average for Jan-Mar 2025: Approx. 214 yen (+36% YoY)
Average for Jan-Mar 2026: Approx. 173 yen (-19% YoY, +10% compared to 2024)
In 2025, a period of higher prices was notable. High levels continued from winter to spring (234 yen in Jan, 224 yen in Feb), and even during the summer transition period (when supply is scarce due to switching production areas), prices temporarily rose to 266 and 258 yen. However, moving into 2026, prices have regained stability.
Going forward, it is expected that the designation as a specified vegetable will promote planned production based on national supply and demand guidelines, further suppressing wild price fluctuations.
Additionally, because subsidies to producers become more generous when prices drop significantly, it will be easier for producers to establish a stable business outlook.
February 2026 shipment volume reaches the highest level for February in three years. Moving towards a virtuous cycle of price stability and demand recovery.
In terms of shipment volume, February 2026 recorded the highest during this survey period at approximately 320,000 units.
February 2024: Approx. 239,000 units
February 2025: Approx. 177,000 units
February 2026: Approx. 320,000 units
While prices remained high in 2025, shipment volumes stagnated, dropping significantly especially during the summer transition period, showing a clear supply shortage.
In 2026, as prices stabilized, consumer demand recovered. Shipment volume in February grew significantly by about 80% year-on-year, creating a virtuous cycle where prices and volume stabilize simultaneously. This can be said to be approaching the ideal state aimed for by 'specified vegetables.'
Broccoli exhibits seasonality where shipment volumes decrease significantly during the summer. Although cool-climate production areas like Hokkaido maintain a certain volume, it is expected that the establishment of planned production systems triggered by the specified vegetable designation will further strengthen supplementary supply during these transition periods.
Future expectations and challenges of designating broccoli as a specified vegetable
With broccoli added as a specified vegetable, the framework for planned production based on national supply and demand guidelines will be established. The application of the subsidy system for producers when prices drop significantly will make it easier for them to foresee business stability.
From the consumer's perspective, the establishment of a stable supply system is expected to create an environment where sudden price spikes or drops are less likely to occur.
On the other hand, there are still uncertain aspects regarding whether prices and shipment volumes will actually stabilize. Supply shortages caused by climate change, such as the price spikes and shipment drops caused by the severe heat recorded in 2025, cannot be fully addressed by the subsidy system alone.
Our company has a network of producers spread across more than 27 prefectures nationwide. By switching production areas according to the season—such as Kyushu in winter and Hokkaido in summer—we will contribute to stability in both price and supply as a key player in direct-from-farm distribution. Furthermore, we will promptly capture supply and demand fluctuations based on shipment data accumulated at over 2,000 stores nationwide, further strengthening our role as a platform connecting producers and consumers.
Survey Methodology
Survey Period: January 2024 - March 17, 2026
Survey Method: Supermarkets nationwide (over 2,000 stores) handled by our company.