Fresh From Hokkaido: A Guide to Sapporo Central Wholesale Market

Hokkaido is Japan’s food paradise as the northernmost part of the country is the top producer of agricultural products and seafood: the vast lands covering Japan’s second largest island and seasonal weather are conducive for cultivating premium fruits and vegetables, while Hokkaido’s endless coastlines are surrounded by the Pacific Ocean, the Sea of Japan, and the Sea of Okhotsk and the fertile waters bring the best seafood to Japan. 

Hokkaido is filled with food markets where fresh products are distributed so you can enjoy delicious seafood and fruits on your dining table. 

Here’s a guide to Sapporo Central Wholesale Market that provides a behind-the-scenes look into the journey of Japan’s freshest food and fruits. 

Introduction to Sapporo Central Wholesale Market

Busy morning auction scene at Sapporo Central Wholesale Market | Photo by Wendy Ng

Sapporo Central Wholesale Market (札幌市中央卸売市場) is an important food hub located in Sapporo City, the capital of Hokkaido Prefecture. Established in 1959, the market plays an important role in supplying fresh food products to other parts of Japan.

Set up by local public organisations, the market is a mediator that connects producers and consumers as it facilitates the distribution of fruits, vegetables, and fishery products so that you can enjoy the fresh food in restaurants and buy them in supermarkets. 

Let’s understand more about what takes place in the Sapporo Central Wholesale Market.

What goes on in Sapporo Central Wholesale Market?

Photo by Wendy Ng

Here’s a summary of the main activities of Sapporo Central Wholesale Market’s operations and facilities.

Collection and concentration: Fresh fruits, vegetables, and seafood are transported from other parts of Japan and the world to the market. 

Pricing and transactions: Fair prices are set based on supply and demand to facilitate auction transactions. Payments are made quickly and accurately. The wholesale market system handles products in large quantities and this economies of scale reduces freight and other related costs. 

Distribution: Products are distributed efficiently through a network of wholesalers, producers, brokers, traders, and buyers. The wholesale market is a bustling place with many people working hard behind the scenes to bring you the freshest produce. 

Wholesalers are responsible for collecting and selling the goods on consignment, which are purchased from producers and sold to brokers during auctions. The wholesalers earn commission from the producers. Brokers, also known as transaction participants, are individuals who evaluate the goods and sell them to buyers or retailers through negotiation. 

Buyers refer to a group of people such as fruit sellers, grocers, and fishmongers who sell the products to the consumers. There are also traders who offer services to ensure that the market conditions support processes such as the settlement of payments for purchases, transportation of goods, management of facilities, and more.

Of course, hygiene inspection care is carried out regularly in the market. Counters with regulated low temperatures are used to sustain the freshness of the products. There are designated facilities to wash goods and equipment and ozonated water is used to sanitize the place. 

Visiting Sapporo Central Wholesale Market

Visitors are welcome to visit the market, which is open every day except for Sundays and public holidays. For free tours (in Japanese), you can register in advance by phone or fax. 

The best time to visit the market is in the early morning when you can observe the auction and trading activities. The auctions in the Fisheries Building take place around 5:15am to 6:30am while the Fruits and Vegetables buildings are busy with auction calls from 6:30am to 7:30am. Visit the Sapporo Central Wholesale Market website for more information. 

Let’s tour the major buildings in the market. 

Fisheries Building

Early morning action at the Fisheries Building | Photo by Wendy Ng

The action begins before daybreak from midnight as goods are transported from various areas like production districts and shipment places and they arrive at the market around 3:00am. To get ready for the auctions, the brokers inspect the goods and evaluate their prices. The auctions are carried out on the first level of the building and visitors can observe the auctions from the viewing gallery on the second floor. 

Bidding for fresh tuna at the tuna auction | Photo by Wendy Ng

At 6:00am, the auction of tuna begins. Only fresh and raw tuna gets auctioned off during the Japanese original style auction called seri (せり), and they are auctioned one by one. Brokers can place their bid by presenting a whiteboard with their desired price. The broker who offers the highest price will win the bid.

Other than tuna, other popular types of seafood like salmon, crab, shrimp, sea urchin, flounder, and even abalone are sold here. Depending on the season, the variety of seafood products changes based on supply. In one day, the market handles about 270 tons of fresh, frozen, and processed seafood and this includes about 100 tons of fresh fish. The total value of daily transactions can reach up to ¥300 million (¥300,000,000). 

A turret transporting goods in the market | Photo by Wendy Ng

On the second level of the building, visitors can tour the exhibition room and learn more about the history of the wholesale market. Here you can interact with a display of the special vehicle called turrets. Operated by drivers, the agile turrets manoeuvre in and out of the maze of narrow passageways in the market and help to transport the products quickly. 

Fruits and Vegetables Building

Fruits auction in the Fruits and Vegetables Building | Photo by Wendy Ng

Connected to the Fisheries Building, the Fruits and Vegetables Building is another food universe. The auctions of fruits and vegetables start from 6:30am to 7:30am. The temperature in this building is controlled at about 1 degree Celsius with continuous air circulation to ensure that the fruits and vegetables are kept fresh. 

Rows of fresh cabbages for sale | Photo by Wendy Ng

Like the fishery auctions, the auctions of fruits and vegetables are done traditionally by hand gestures. Every morning, a dazzling presentation of seasonal fruits and vegetables fills the big hall in the building. Perishable vegetables and fruits like strawberries and melons pass through the market. About 700 tons of vegetables and 200 tons of fruits are transacted in the market daily and their total value is estimated to be about ¥200 million (¥200,000,000). 

Must-Try Foods at Curb Market

Visit Sapporo Curb or Outer Market for a seafood feast | Photo by Hokkaido Prefecture

Feeling hungry after touring Sapporo Central Wholesale Market? Walk over to the nearby Curb Market or “Outer Market” (場外市場) for a satisfying seafood meal. Linked to the Sapporo Central Wholesale Market, the Curb Market showcases fresh seafood and products sourced directly from the wholesale market. Indulge in the freshest seafood you can find in Japan here—crabs, oysters, scallops; the gastronomical list goes on. 

Kaisendon or seafood bowl from Kitano Gourmet | Photo by Wendy Ng

Seafood specialty shops lining the market street sell a tempting selection of seafood. Visit local shops like Kitano Gourmet ( 北のグルメ) and enjoy a scrumptious kaisendon (海鮮丼), a seafood bowl topped with fresh sashimi or try an assortment of freshly made sushi. 

Sapporo Central Wholesale Market (札幌市中央卸売市場)
Address: 20-2-1 Kita 12 Jonishi, Chuo Ward, Sapporo, Hokkaido 060-0012
Access: 15-minute bus ride from Sapporo Station
TEL: +81 11-621-7044

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