Abstract

The sustainability of vegetable and fruit development model in the food estate area depends on the ability to cultivate commodities demanded by the market in a chain of efficient marketing. The purpose of this study is to probe consumer behaviour regarding the availability of fruit and vegetable commodities, the problems associated with it, and to analyse potential for developing technological innovations in the village of Belanti Siam. This research was conducted in 2020 via interviews with 33 respondents, utilizing analysis of consumer preferences and qualitative descriptive analysis methods. The results show that the population met the needs of fruit and vegetables from harvesting and purchasing. The availability of those commodities is more consistent if they are self-produced since the farmers’ can do their own quality and cost-control. The integration of rice commodities with vegetables and fruit is expected to overcome the constraints of a shortage caused by logistical challenges and poor quality due to relying only on outsourcing from outside the region. Increased income of farmers and marketers through value chain enhancement created from the ability to meet product requirements according to market needs, maintained quality and cost efficiency has the potential to develop the adoption of horticultural technology innovations in a sustainable manner in food estates.

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