VALUE ADDITION TECHNIQUES FOR CHIANG DA HERBAL COMMUNITY PRODUCTS OF SETTHEE RUEATHONG ORGANIC FARMING COMMUNITY ENTERPRISE GROUP, MAE TAENG DISTRICT, CHIANG MAI PROVINCE

Abstract

A development of local community products is important for boosting community income. This research aimed to investigate value addition techniques for Chiang Da herbal community products of Setthee Rueathong Organic Farming Community Enterprise Group in Mae Taeng District, Chiang Mai Province. Data were then collected using the interview and observation forms as approved by the scholars through the in-depth interviews and focus group meetings with a total of 14 participants involving the development of Chiang Da herbal products. The results disclosed that this community enterprise group was able to push the community product values toward those with standards to correspond with the demand of their target customers through OEM production at a minimum volume with the supporting factory, resulting in cost-effective production that was a worthy investment. Accordingly, the value of Chiang Da herbal powder product was raised from 6 Baht per bag to 25 Baht per bag in the form of instant coffee powder blended with Chiang Da leaves, amounting to 19 Baht of increased value per bag or 316.67 percent. The Setthee Rueathong Organic Farming Community
Enterprise Group should share its product information with the health-conscious consumers, particularly those at risk or affected by Non-Communicable Diseases (NCDs). A focus should be placed on development of interesting stories and presentation of the product details through their sales booths for healthy agricultural products, along with product distribution through online marketing channels to enable customers to order a purchase in a continuous manner.