THE MODEL OF CREATING A WAY OF RICE PRODUCTION FOR CONSUMERS IN THE NORTHEAST REGION

Abstract

The Objectives of this research article were 1) to study and analyze the model of creating a way of rice supply chain development for consumers, and 2) to explore rice’s value chain for creating products to consumer’s market. This study is qualitative research with documentary examination provided that in-depth semi-structured interview was conducted with the key informants who were farmers and rice experts in the community, totaling 7 persons, and  9 persons with relation to rice. The researcher employed purposive sampling method to select the samples. According to the study in different issues, 1) rice consumers at present regulated changes of a way of organic rice production of farmers to reduce production cost and add value to the products, with implementation of modern technology for rice product processing development. This was to standardize safety of rice products and enhance confidence of rice consumers as a strategy in the rice markets. 2) Value addition to rice products to have standard quality required analysis of activities in rice’s value chain from the production, processing and marketing to constitute competitive advantages. Such activities included product transporting, sales promotion, services, production and processing system management, and technology and personnel development. Therefore, the model of creating a way of rice production for consumers in northeast region consisted of changes in rice production, processing and marketing, and with all of which, the production could be developed with modern techniques and technology to standardize rice products to meet the needs of consumers at present.