“Pookpintokao Project” an approach for organic rice product business development towards AEC

Abstract

          The objectives of this research aim to study the factors that influences the organic rice product, and to suggest guidelines of organic rice product business towards AEC: A case study of “Pookpintokao Project” using diamond model. This research employed in-depth interview questionnaires among three groups i.e. 1) Network leaders of “Pookpintokao Project” 2) sixty-seven organic rice business participants and 3) four volunteers consumers who participate in “Pookpintokao Project”   who willing to provide information using snowball sampling.

          The findings revealed that factors influenced the organic rice business potential were branding of the network, the connectivity among product development unit, food processing unit and transportation.  The key competitiveness were their high yield rice breed, good knowledge at organic rice plantation, production system, food processing, marketing and authorization to pricing. This project could apply the modern technology for production, food processing, and distribution management as well as the government support.

          The guidelines to strategically develop organic rice product business “Pookpintokao Project” towards AEC should  emphasized in 5 aspects as followed: 1) empower the network in order to construct clear management strategies, connect the related parties to leap frog supply chain innovation together 2) Develop research for technology advancement to meet market demand 3) Develop products, type of productions and production systems to match global standard 4) Create good image  for the products  through eco-tourism promotion for product value added; and 5) Promote new markets and  add distribution channels.