Creative Development of Local Food Products: Mangrove Leaf Crackers of Ban Bang Chan Community, Phang Nga Province

Abstract

     This research aims to propose guidelines for developing the mangrove leaf cracker product of the Ban Bang Chan community in Phang Nga Province. The target group for data collection consisted of 85 community members and students. This study employs both quantitative and qualitative research methods. The instrument used for the quantitative research was a 5-point Likert scale questionnaire focusing on key factors in developing the "Ban Bang Chan Mangrove Leaf Cracker" product. Meanwhile, the qualitative research instrument was a self-reflection form based on community learning resource components. The research findings regarding key factors in product development revealed five main aspects: (1)Qualityand Identity: emphasizing the creation of a local identity by using mangrove leaves as the primary ingredient; (2)Packaging and Branding: focusing on aesthetic product designs that reflect the story of Ban Bang Chan; (3) Pricing and Marketing: promoting communication through online channels; (4)Distribution Channels: initiating product placement at booths or various trade exhibitions; and (5) Innovation and Value Creation: focusing on the development of new recipes or flavors. The cultural capital of the community lies in its Thai–Muslim coastal way of life, which is closely connected to marine resources and local knowledge. This cultural foundation has contributed to the development of mangrove leaf crackers as a distinctive local product.