Strengthening competitiveness of agricultural products through reactivation of agribusiness sub-terminal in pulang pisau, central kalimantan

Abstract

The potential of small medium entreprises (SMEs) of agricultural product in Pulang Pisau District, Central Kalimantan is enormous. One of the opportunities to support the marketing of SMEs products is through reactivation of the Agribusiness Sub-Terminal (AST) institutional which has been built for a long time but its activities have not been optimal. This paper aims to analyze the institutional function of AST in supporting the empowerment of SMEs agricultural products, especially in expanding product marketing, so that it becomes a brand image for local products in specific areas of Pulang Pisau and Central Kalimantan. The research was conducted in 2015 in Pulang Pisau District, Central Kalimantan Province. The location and the respondents were determined purposively. The data collection method was carried out by structured and unstructured interviews, direct discussions and Forum Group Discussion (FGD) with various stakeholders. The data were analysed descriptively. The results of the analysis showed that the ATS concept is very strategic to be used as a centralized facility, as an entrance and center for product information, marketing media of SMEs products and mapping of SMEs activity clusters. The synergy of the roles and policies of local governments as well as the active role of stakeholders is required to encourage the existence of AST, so agricultural products become better known, have a wider consumer market, absorb agricultural production, and robust the local economy.