Guidelines for developing marketing channels and expanding the processing of safe agricultural products for sustainability for agricultural groups in communities in Chachoengsao Province

Abstract

      This research article aims to (1) study the infrastructure factors supporting the production of safe agricultural products for processing to meet standards and be environmentally friendly for agricultural groups in the community, Chachoengsao Province;
(2) study the production costs and processing of agricultural products to ensure high quality and safety based on local wisdom for sustainable efficiency for agricultural groups in the community, Chachoengsao Province; (3) study the marketing channels and management of supply chain management for safe agricultural products to create added value and diversity for sustainable self-reliance for agricultural groups in the community, Chachoengsao Province; and (4) study the guidelines for developing marketing channels and further processing of safe agricultural products for sustainable agricultural groups in the community, Chachoengsao Province. The qualitative participatory research involved key informants: 15 farmers, 5 housewives, 5 career promotion groups, 15 community enterprises, and 10 community leaders in Sao Cha-ngok Subdistrict, Bang Khla District, Nong Yao Subdistrict, Phanom Sarakham District, Nong Mai Kaen Subdistrict, Plaeng Yao District, and Khlong Khuen Subdistrict, Khlong Khuen District, Chachoengsao Province.A total of 50 respondents were interviewed. Purposive sampling was used and data were collected through in-depth interviews. Data analysis included data classification, comparison, conceptual linkages, and interpretation.

          Finding are as follows: (1) farmers helped each other improve the quality of agricultural products to meet GAP standards, increasing farmer safety and enabling them to process agricultural products to have high value; (2) farmers were able to better manage production costs and reduce unnecessary costs; (3) farmers engaged in creative marketing by expanding marketing channels both offline and online and forming networks to create easily accessible communication channels; and (4) farmers should develop local markets as the identity of the community, creating partner markets in collaboration with retailers and other community enterprise networks, and creating community brands to be well-known.