A growing number of consumers are purchasing fresh vegetables and fruit online directly from farmers.

Ayako Kakumoto, 36, a company employee from Tokyo's Toshima Ward, began ordering vegetables six months ago on the My Farmer website operated by Tokyo-based mobile phone content developer Cybird Co.

"I started shopping on the site as I became conscious of where vegetables are grown following the (March 2011) Great East Japan Earthquake," Kakumoto said.