From Green Calyces to Market Value: A Qualitative Analysis in Butterfly-Pea Supply Chain among Thai Small and Medium Enterprises

Abstract

This qualitative multi-case study examines how Thai entrepreneurs working with Clitoria ternatea (butterfly pea) convert agronomic quality into market value. We utilize value chain to explain raw-material standards (e.g., “green calyces,” fully opened purple petals), processing choices (hot-water extraction versus powdering), and channel strategies (OTOP fairs, social media) across community enterprises and Original Equipment Manufacturers (OEMs). In-depth interviews was conducted with seven focal entrepreneurs spanning upstream growers/collectors, community processors, and OEM extractors. The corpus comprised seven cases, including two legal entities and five community enterprises. Across both groups, acceptable extract quality was consistently defined in terms of safety, absence of mold, and low moisture. Community enterprises were more likely to emphasize low-cost production, whereas legal entities were more strongly associated with quality-sensitive market requirements and growing interest in food, beverages, and dietary-supplement applications. Thematic analysis followed Braun and Clarke’s six-phase protocol. We triangulated codes and mapped a sector-specific value chain. Four cross-cutting themes emerged: (1) specification-driven sourcing (morning harvests, green calyces, moisture control, 10:1 fresh-to-dry ratio) to mitigate color loss; (2) processing know-how and quality-assurance routines emphasizing batch color/odor checks and periodic anthocyanin assays; (3) cost–quality trade-offs between “organic/no preservatives” positioning and shelf-life/phase stability; and (4) hybrid channels in which repeat buyers via fairs and Facebook dominate while paid digital advertising remains limited. A value-chain map and a coding tree visualize mechanisms. The study distills actionable standards (acceptance criteria, storage guidance) and low-cost QA/packaging tactics to reduce rework and claims while protecting the blue hue. Policy implications include targeted digital-selling training for rural SMEs and simple lab partnerships for color standardization. The findings link plant-chemistry insights on polyacylated anthocyanins (ternatins) to micro-level decisions by Thai SMEs, showing how upstream quality and midstream QA shape margins and channel performance.