The strategy of farmers’ economic institution for managing organic rice marketing based on local wisdom

Abstract

Strengthening institutional farmers in organizing marketing is one of the efforts to improve the bargaining position of organic rice farmers. Currently, strong Farmers’ Economic Institutions include farming activities from upstream to downstream, nurtured and developed by farmers relying on local wisdom. Thus, Farmer’s Economic Institution must be adapted to the culture, regional potential, market potential and policies of the applicable organic farming system, to increase the capacity. This study therefore aims to identify internal and external factors in managing organic rice marketing within Pangudi Bogo Farmer Group, in Boyolali District, using a qualitative descriptive data analysis, with IFE, EFE, IE, and SWOT matrix. According to the IFE matrix analysis, adequate facilities and infrastructure are the greatest strengths, while the biggest weaknesses are unattractive product packaging and labels. In addition, the greatest opportunity is the development of information and communication technology to support marketing activities, while the biggest threat is fake organic product claims. Also, the IE matrix analysis shows the Pangudi Bogo farmer group’s marketing position is in quadrant V, meaning a keep and maintain strategy is required.