Japanese c-to-c marketplace Fril.jp has joined a project spearheaded by the country’s agricultural ministry to help female farmers sell their produce. 

According to a news statement, the site’s users can now buy fresh and processed produce straight from farmers. Fril’s new Farmers Market site will also share stories about successful female entrepreneurs.

Japan’s Ministry of Agriculture, Forestry, and Fisheries launched its Agriculture Girls Project last year. The initiative aims to highlight the role that women play in the farming sector. 

Tokyo-based Fablic Inc. launched Fril in 2012. Japan’s biggest e-retailer Rakuten Inc., which operated its own flea market app Rakuma, acquired Fablic in 2016.  Rakuten recently merged the two apps to improve marketing and management efficiency, consolidate user data and listings and to better compete with rivals like Mercari.

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