Development of Thai Beef Jerky Products to Increase Income for the Amphoe Phan Cattle Product Processing Community Enterprise, Chiang Rai Province

Abstract

This article aimed to study two main aspects: (1) the context of product transformation in the Amphoe Phan Cattle Product Processing Community Enterprise in Chiang Rai Province, and (2) the development of value-added beef products for the Amphoe Phan Cattle Product Processing Community Enterprise in Chiang Rai Province. The research methodology followed a qualitative approach, focusing on five management dimensions and product development as the research framework. The key informants selected by using purposive sampling were 17 members of the Amphoe Phan Cattle Product Processing Community Enterprise in Chiang Rai Province. After data, collected through interviews and group discussion, was analyzed using content analysis. The research findings were found that; according to the first objective, the community enterprise has operated with the members’ potential and existing context in production, finance, marketing, personnel, and participation aspect; however, the issues related to production and marketing are top priorities that need to be addressed. Regarding the second objective, members expressed their desire to enhance the production of Thai sun-dried beef (Thai beef jerky) through three primary approaches according to using drying cabinets instead of sun-drying that can save approximately 50% of production time; adding the new cutting form with a julienne cut (Long Thin Strips) that enhances the diversity of products; and exploring new flavors (such as Makhwaen and Savory or Mala flavor) that become new options for the target group. Conclusively, this development is another way that can allow members to produce a variety of products in greater quantities, which brings more income as well.