This study investigates the postharvest handling of broccoli at XYZ Company in Japan, focusing on storage, packaging, and distribution techniques to maintain product quality. Using a descriptive qualitative approach supported by field observations, interviews, and literature review, the research identifies key success factors and potential failure points. Findings show that optimal harvest at 12 cm diameter, cold storage at 2°C, proper sorting, and the use of styrofoam packaging with ice cubes are essential to preserve freshness. Conversely, temperature fluctuations and poor packaging compromise quality. The study emphasizes the importance of cold chain systems and quality grading in ensuring product competitiveness in the horticultural supply chain.