Jibasang Plaza Wattaina

Jibasang Plaza Wattaina opened on June 18, 2011 as a direct sales market where visitors can "enjoy the seasonal tastes of Tottori Prefecture as a whole." As a hub gathering fresh agricultural products from JA branches throughout Tottori, the facility serves as a "food kitchen" bringing together regional bounty — vegetables, fruits, rice, livestock products, and processed goods.

The name "Wattaina" is a local dialect word used in eastern Tottori, expressing feelings of surprise and admiration similar to "Wow, amazing!" True to its name, the market aims to surprise first-time visitors and regular local customers alike — with a wide selection and seasonal displays that change throughout the year.

In addition to direct sales zones for produce, meat, and processed goods, the facility includes a corner dedicated to Tottori souvenirs and tourism information. The market provides information on Tottori's sights and food spots, also serving as a travel advisor. Leveraging its location right in front of Tottori Port, the facility also works on creating bustle in cooperation with surrounding facilities and local shops.

Wattaina also plays various roles as a "learning place" for food and agriculture. Through seasonal produce fairs, tastings, and hands-on events such as miso-making and rakkyo-pickling, the facility continues initiatives that let visitors touch producer passion and ingredient backgrounds. Together with face-to-face sales where producers' faces are visible, the market values delivering safe, reassuring, and delicious food.

Operator Shokunomiyako Tottori Co., Ltd. is committed to broadly sharing ingredients nurtured by Tottori's rich mountains, sea, and climate — operating the direct market, online shop, and gelato shop. Going forward, under the concept of "new discoveries for visitors and rediscoveries for residents," the company will continue to communicate the appeal of Tottori's food.

Fresh local produce directly from JA farms

At Wattaina, fresh vegetables, fruits, rice, meat, and processed foods are delivered directly from JA branches and farmers across Tottori Prefecture. The spacious sales floor is filled with seasonal products that showcase the rich natural environment of the region, offering an easy way to enjoy the flavors of "Shoku-no-Miyako Tottori."

Tottori specialties such as "Olein 55" brand beef and sand dune rakkyo

The market carries many of Tottori's signature products, including "Olein 55" brand beef said to have achieved Japan's top meat quality, sand dune rakkyo, sand dune yams, Nijisseiki pears, and Kurayoshi watermelons. Visitors can also find a broad selection of processed foods, prepared dishes, sweets, and local sake — covering everything from everyday meals to gifts.

A complex facility with handmade gelato and seafood dining

Inside the facility, the gelato shop "Gelateria Wattaina" serves handmade gelato using fresh milk from Daisen Dairy and seasonal fruits and vegetables from Tottori. Restaurants in the complex offer seafood dishes made with fish landed at nearby Karo Port and dishes using Tottori beef, allowing guests to fully enjoy the local food culture.