“Not a single piece of fruit or vegetable arriving at Ota Market will go to waste”
Notomi Co., Ltd. is leveraging its position as a top-tier fruit and vegetable wholesaler at Ota Market to combat food waste. By strengthening logistics networks and providing a one-stop e-commerce support service, the company aims to ensure that even non-standard or surplus produce reaches consumers at fair prices, creating a sustainable food future.
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 13:00
- 🔍 Collected: April 1, 2026 at 08:05
Notomi Co., Ltd. (Headquarters: Ota-ku, Tokyo; Representative Director: Yoshikuni Anzai) supports "April Dream," a project that encourages sharing dreams on April 1st. This press release represents the dream of Notomi Co., Ltd.
■ The reality of "mottainai" (waste) seen from Japan's largest produce market
We at Notomi have been operating as a fruit and vegetable wholesaler for approximately 45 years since our founding, based at the Tokyo Metropolitan Central Wholesale Market Ota Market, which boasts the highest volume of produce arrivals in Japan. We specialize in "domestic fruits," and we are particularly proud of our record as the top wholesaler of Kumamoto-grown Dekopon citrus in Japan.
Every day, massive quantities of produce arrive at Ota Market from all over the country. However, not all of it reaches the consumer's table.
When there is a bumper crop, the market becomes flooded, leading to unwanted price drops and disposal. Furthermore, agricultural products have "standards," and those that fall outside these—despite having no issues with taste—are traded at low prices as "non-standard," putting pressure on producers' incomes.
As a wholesaler witnessing this reality every day, we have a strong desire to solve this problem.
■ Slogan: "Not a single piece of fruit arriving at Ota Market will go to waste"
Just because a fruit is non-standard does not mean its deliciousness has changed. Just because there is a bumper crop does not mean its value has decreased. We aim to deliver the true value of the fruits that producers have carefully grown to consumers. To achieve this, we are building a system through both "logistics" and "e-commerce."
Initiative 1: Strengthening the logistics network
Notomi utilizes its unique information network and efficient logistics system to provide rapid delivery services. We have opened a branch at the Hiroshima City Central Wholesale Market, significantly strengthening our logistics network in Western Japan. This has established a system to deliver produce that tends to stagnate at Ota Market to a wider area.
Moving forward, we will continue to aim for flexible distribution that delivers produce to where it is needed, when it is needed.
Initiative 2: One-stop e-commerce service for fresh food
While the market principle is that "if there is a surplus, prices drop" and "things that look bad don't sell," we believe the structure can be changed if we directly convey the value of the fruit to consumers and gain their understanding. To this end, Notomi is focusing on our "One-stop e-commerce service for fresh food" (link) for e-commerce operators.
We provide end-to-end support for the tasks necessary for fruit e-commerce, from product planning, photography, and product page creation to procurement, inspection, packaging, shipping, order management, and sales promotion. By combining our top-class procurement power as an Ota Market wholesaler with our specialized e-commerce team, we solve the challenges faced by e-commerce operators, such as "wanting to sell but lacking the manpower" or "having concerns about procurement."
Through this service, e-commerce operators can increase the number of products they handle, creating new "destinations" for fruits that previously stagnated in the market. Even non-standard or bumper-crop produce can be delivered at fair prices to consumers who seek their delicious taste.
■ The future we aim for
Notomi upholds the philosophy of "Aiming for a sustainable food future, from Ota Market to the whole country."
We want fruits that producers have painstakingly grown to reach consumers in a way that reflects their true value, rather than ending up as market stagnation or cheap sales. Producers receive fair compensation, consumers get delicious fruit, and food waste is reduced.
It is Notomi's dream to realize this "three-way satisfaction" cycle through the power of logistics and e-commerce.
■ We are looking for partners to work on this dream together
○ To e-commerce operators selling fruit:
If you have challenges such as "wanting to increase your product lineup," "wanting to stabilize your supply sources," or "wanting to outsource packaging and shipping," please consult with Notomi's e-commerce one-stop service. With a track record of handling over 600 products annually and top-class procurement power at Ota Market, we will fully support the growth of your e-commerce sales.
○ To producers and production areas:
If you are having trouble finding destinations for non-standard or bumper-crop produce, please consult us. Through Notomi's logistics network and e-commerce support service, we may be able to propose new sales channels.
○ To those interested in working at Notomi:
Within the traditional industry of "market wholesaling," Notomi continues to take on challenges in new areas such as logistics and e-commerce. Why not combine your expertise in produce with IT and digital skills to help us build the future of food in Japan?
About "April Dream"
"April Dream" is a project advocated by PR TIMES, Inc. that encourages sharing "dreams" rather than "lies" on April 1st.
Company Overview
Company Name: Notomi Co., Ltd.
Representative: Representative Director Masamichi Nemoto
Founded: December 11, 1980
Headquarters: 3-2-6 Tokai, Ota-ku, Tokyo (Inside the Tokyo Metropolitan Central Wholesale Market Ota Market)
Hiroshima Branch: 1-8-1 Kusatsu-minato, Nishi-ku, Hiroshima-shi, Hiroshima (Inside the Hiroshima City Central Wholesale Market)
Business Description: Fruit and vegetable wholesale, information distribution business, e-commerce wholesale business, produce shipping agency business
Official Website: https://www.notomi.co.jp/
E-commerce Support Service: https://www.notomi.co.jp/ec-support/
Inquiries regarding this matter:
Notomi Co., Ltd.
Contact: Mitsuru Yageta
E-mail: yageta@ota-nj.com
■ The reality of "mottainai" (waste) seen from Japan's largest produce market
We at Notomi have been operating as a fruit and vegetable wholesaler for approximately 45 years since our founding, based at the Tokyo Metropolitan Central Wholesale Market Ota Market, which boasts the highest volume of produce arrivals in Japan. We specialize in "domestic fruits," and we are particularly proud of our record as the top wholesaler of Kumamoto-grown Dekopon citrus in Japan.
Every day, massive quantities of produce arrive at Ota Market from all over the country. However, not all of it reaches the consumer's table.
When there is a bumper crop, the market becomes flooded, leading to unwanted price drops and disposal. Furthermore, agricultural products have "standards," and those that fall outside these—despite having no issues with taste—are traded at low prices as "non-standard," putting pressure on producers' incomes.
As a wholesaler witnessing this reality every day, we have a strong desire to solve this problem.
■ Slogan: "Not a single piece of fruit arriving at Ota Market will go to waste"
Just because a fruit is non-standard does not mean its deliciousness has changed. Just because there is a bumper crop does not mean its value has decreased. We aim to deliver the true value of the fruits that producers have carefully grown to consumers. To achieve this, we are building a system through both "logistics" and "e-commerce."
Initiative 1: Strengthening the logistics network
Notomi utilizes its unique information network and efficient logistics system to provide rapid delivery services. We have opened a branch at the Hiroshima City Central Wholesale Market, significantly strengthening our logistics network in Western Japan. This has established a system to deliver produce that tends to stagnate at Ota Market to a wider area.
Moving forward, we will continue to aim for flexible distribution that delivers produce to where it is needed, when it is needed.
Initiative 2: One-stop e-commerce service for fresh food
While the market principle is that "if there is a surplus, prices drop" and "things that look bad don't sell," we believe the structure can be changed if we directly convey the value of the fruit to consumers and gain their understanding. To this end, Notomi is focusing on our "One-stop e-commerce service for fresh food" (link) for e-commerce operators.
We provide end-to-end support for the tasks necessary for fruit e-commerce, from product planning, photography, and product page creation to procurement, inspection, packaging, shipping, order management, and sales promotion. By combining our top-class procurement power as an Ota Market wholesaler with our specialized e-commerce team, we solve the challenges faced by e-commerce operators, such as "wanting to sell but lacking the manpower" or "having concerns about procurement."
Through this service, e-commerce operators can increase the number of products they handle, creating new "destinations" for fruits that previously stagnated in the market. Even non-standard or bumper-crop produce can be delivered at fair prices to consumers who seek their delicious taste.
■ The future we aim for
Notomi upholds the philosophy of "Aiming for a sustainable food future, from Ota Market to the whole country."
We want fruits that producers have painstakingly grown to reach consumers in a way that reflects their true value, rather than ending up as market stagnation or cheap sales. Producers receive fair compensation, consumers get delicious fruit, and food waste is reduced.
It is Notomi's dream to realize this "three-way satisfaction" cycle through the power of logistics and e-commerce.
■ We are looking for partners to work on this dream together
○ To e-commerce operators selling fruit:
If you have challenges such as "wanting to increase your product lineup," "wanting to stabilize your supply sources," or "wanting to outsource packaging and shipping," please consult with Notomi's e-commerce one-stop service. With a track record of handling over 600 products annually and top-class procurement power at Ota Market, we will fully support the growth of your e-commerce sales.
○ To producers and production areas:
If you are having trouble finding destinations for non-standard or bumper-crop produce, please consult us. Through Notomi's logistics network and e-commerce support service, we may be able to propose new sales channels.
○ To those interested in working at Notomi:
Within the traditional industry of "market wholesaling," Notomi continues to take on challenges in new areas such as logistics and e-commerce. Why not combine your expertise in produce with IT and digital skills to help us build the future of food in Japan?
About "April Dream"
"April Dream" is a project advocated by PR TIMES, Inc. that encourages sharing "dreams" rather than "lies" on April 1st.
Company Overview
Company Name: Notomi Co., Ltd.
Representative: Representative Director Masamichi Nemoto
Founded: December 11, 1980
Headquarters: 3-2-6 Tokai, Ota-ku, Tokyo (Inside the Tokyo Metropolitan Central Wholesale Market Ota Market)
Hiroshima Branch: 1-8-1 Kusatsu-minato, Nishi-ku, Hiroshima-shi, Hiroshima (Inside the Hiroshima City Central Wholesale Market)
Business Description: Fruit and vegetable wholesale, information distribution business, e-commerce wholesale business, produce shipping agency business
Official Website: https://www.notomi.co.jp/
E-commerce Support Service: https://www.notomi.co.jp/ec-support/
Inquiries regarding this matter:
Notomi Co., Ltd.
Contact: Mitsuru Yageta
E-mail: yageta@ota-nj.com