About
Ito Sai Sai JA Itoshima farmers market exterior. Photo by Nissy-KITAQ (CC BY-SA 3.0) via Wikimedia Commons 🔗
Ito Sai Sai (伊都菜彩) stands as Japan's top-selling JA-operated direct market among more than 1,400 stores nationwide, with the highest number of register transactions in the entire JA Group. Operating since April 2007, the market serves approximately 1,200 registered farmers and producers who bring fresh products daily. An impressive 97% of agricultural and livestock products are Itoshima-produced. 🔗
The spacious open-timbered store offers fresh seasonal vegetables and fruits at prices significantly below supermarkets, premium Itoshima beef and pork, freshly caught seafood from Itoshima's seven fishing ports, vibrant flowers, artisanal processed foods, and ready-to-eat items. 🔗
Cultural & Religious Significance
The Chisan-Chisho Movement
Ito Sai Sai embodies Japan's "chisan-chisho" (地産地消) philosophy—"local production for local consumption"—a cultural and economic movement that gained momentum around 2000 in response to food safety concerns, rural economic challenges, and environmental consciousness. 🔗
The direct producer-to-consumer model allows local farmers to stock their own products on shelves and set their own prices, creating a transparent and dynamic marketplace. This system serves as an optimal entry point for new farmers to start selling, where they can gauge customer reactions while selecting crops to cultivate. Producers sometimes return to their fields to replenish produce when it runs low, ensuring exceptional freshness. 🔗
To minimize waste and strengthen community bonds, unsold products are donated to local food banks and children's cafeterias, demonstrating the market's role beyond commerce as a community hub. 🔗
Visiting Information
Hours: 9:00 AM - 6:00 PM daily (Monday through Sunday) 🔗
Closed: January 1-3 (New Year's holiday)
Access from Fukae Area: Approximately 10-15 minutes by car, or JR Chikuhi Line from Chikuzen-Fukae Station to Hatae Station (one station, ~3 minutes), then 13-15 minute walk
Contact:
- Phone: 092-324-3131
- Fax: 092-324-3866
- Website: ja-itoshima.or.jp/itosaisai
Facilities:
- Large parking area (can be very busy on weekends)
- Indoor dining space
- Delivery & Reception Counter for nationwide shipping
- Restrooms
The Experience
Shopping Highlights
November Seasonal Products:
- Persimmons (Kaki): Peak season with multiple varieties
- Kiwis: Fukuoka is a top producer, November is prime harvest
- Mikan (Satsuma Mandarins): Sweet citrus beginning winter season
- Sweet Potatoes (Satsumaimo): Classic autumn vegetable
- Oysters (Kaki): Early November marks beginning of famous Itoshima oyster season
- Fresh Fish: Daily catch from seven local fishing ports 🔗
Product Highlights:
- Whole fish for 550 yen (dramatically cheaper than supermarkets)
- Meticulously arranged seasonal vegetables and fruits
- Premium Itoshima beef and pork
- Extensive selection of bento boxes and sashimi platters
- 100% Itoshima wheat somen noodles (270 yen)
- Popular soft-serve ice cream made with local ingredients 🔗
Practical Visiting Tips
Shopping Strategy
Timing:
- Arrive early (9:00-9:30 AM): Crucial for best selection—popular items sell out by afternoon
- Weekday visits: Less crowded than weekends
- Weekend visits: More vibrant atmosphere but expect parking queues 🔗
What to Bring:
- Cash (many vendors cash-only)
- Reusable bags (my-bag/マイバッグ)
- Cooler bags for transporting fresh seafood or produce
Cultural Etiquette
General Market Customs:
- Observe, don't touch excessively—produce is meticulously arranged
- Use small tray at registers for cash exchange
- Accept samples when offered, purchasing afterward is considerate
- Navigate carefully—market gets very crowded 🔗
Basic Japanese Phrases:
- "Kore wa ikura desu ka?" (これはいくらですか？) = How much is this?
- "Kore o kudasai" (これをください) = This one, please
- "Oishii desu!" (おいしいです！) = It's delicious!
- "Arigatou gozaimasu" (ありがとうございます) = Thank you
Photography Guidelines
- Photography generally acceptable for personal use
- Avoid photographing vendors or customers without permission
- If photographing specific vendor stalls, politely ask: "Shashin o totte mo ii desu ka?"
- Focus on general market atmosphere and product displays
- No flash photography near fresh produce 🔗
November Visit Highlights
Early November is exceptional timing, coinciding with:
- Autumn fruit harvest peak (persimmons, kiwis, mikan)
- Beginning of Itoshima's famous oyster season
- Peak availability of seasonal vegetables
- Comfortable weather (15-20°C) for shopping
Location: Ito Sai Sai, Hatae, Itoshima
Source: attractions/itoshima/ito-sai-sai-farmers-market.md