Potential Development of Safe Food Raw Materials: Network Management Model and Marketing Mechanisms in Suphan Buri Province

Abstract

This research employed a mixed methods approach, integrating in-depth qualitative research with a quantitative questionnaire that was validated by experts. The objectives were to 1) examine the context of safe food raw materials in the crop, fisheries, and livestock sectors that have received production standard certifications (GAP, GFM, PGS, and Organic Thailand) across 10 districts, including production capacity 2) investigate the context of network participation and develop a network management model and 3) analyze marketing mechanisms for safe food products to support marketing activity planning. Purposive sampling was employed to select the study participants in Suphan Buri Province, covering 18 stakeholder groups from the crop, fisheries, and livestock sectors across 10 districts. The key findings revealed that 1) raw materials from all sample groups demonstrated strong potential for production and processing standard certification, which is a critical factor enabling certified products to achieve market competitiveness 2) the network management model developed from the contextual analysis of community enterprises, entrepreneurs, capacity-building training, and focus group discussions was synthesized into the LCMS Model, which facilitates the upgrading of networks into cluster-based development. The LCMS Model comprises Leadership, Continuous Product Development, Management, and Supporters, indicating that successful community enterprises and entrepreneurs are characterized by strong leadership, continuous product development, systematic network management, and support from both public and private sectors and 3) the target groups utilized both online and offline marketing channels and had relatively stable market demand, although some groups faced limitations in market access. Appropriate marketing activities included event organization, business matching with trading partners, the establishment of product market centers, and participation in OTOP product selection processes. This research resulted in a strategic model that can serve as a sustainable mechanism for network and marketing management, contributing to increased economic value at the local level.