Development strategy of seaweed innovation product and marketing at UTARI cooperative, Bulukumba regency

Abstract

Bulukumba Regency is one of the centers for seaweed (Euchema cottonii) development commodities in South Sulawesi. Seaweed has benefits for humans, among others, can be used as food, drink and even medicine. Therefore, the main focus of innovation or the aim of this research is creating new ideas which in turn will be implemented into new products and new processes using technology. This research was conducted from May to July 2022 in Bulukumba Regency. The approach method used in This research was descriptive qualitative in nature, involving 15 members of UTARI cooperative that produced seaweed products. Seaweed innovation products produced include seaweed meatballs, brownies, seaweed dodol, seaweed candies and seaweed drinks. Marketing of seaweed products was still local, mostly purchased by neighbors and motorcycles/cars passing by. Inter-regional marketing has not been carried out go out. Average sales/day of 10 cups of seaweed meatballs for IDR 10,000 - 6 pcs of seaweed brownies for a price of IDR 30,000 - 10 bottles of seaweed drink for IDR 8,000 - 5 pcs of seaweed dodol for IDR 10,000, and seaweed candy 5 pcs for IDR 10,000. The strategies that can be carried out by the UTARI Cooperative to develop processed seaweed product innovations in Bulukumba are increasing collaboration between UTARI cooperatives and stakeholders, improving the marketing system through digital marketing (social media), recruiting additional employees or members of the UTARI cooperative, and making processed grass sea products as special souvenir products in Bulukumba.