ZEN-NOH is the marketing and supply arm of the Japan Agricultural Cooperatives (JA) Group, responsible for promoting agriculture and improving the livelihoods of its members. Established in 1972, it supports the farming community through services such as the provision of agricultural materials, processing, and marketing of products. ZEN-NOH focuses on rice, grains, fresh produce, and livestock, and collaborates with cooperatives worldwide to ensure sustainable agricultural practices. The organization is integral in ensuring the safety and quality of Japanese agricultural products and promoting them globally.