International Federation of Organic Agriculture Movements

Proceedings of

Conference of the 17th IFOAM OWC

ORGANIC IS LIFE28 September - 01 October 2011 in Namyangju / Republic of Korea

Vol.2

iC

lile17th IF®AM OWC20UGYEONGGI PALDANG, KOMEA

Andre Leu, Hyo-won Lee, Zejiang Zhou, Pablito Villegas, Leslie Zuck

. ■■■

VWWV.ORGANICRULES.ORG - Database for Improved Transparency in the Organic Certification Chain.

Lizzie Melby Jespersen

let to Support the Development of the European Network of Organic Agriculture Districts

Salvatore Basile

E-Learning Contents for Training EU Organic Farmers

Zita Szalai - Belen Blanco

Market reports & Sector development 116

Asia-Pacific Market and Regulatory Trends: Australian Organic Market Report 117

Andrew Monk

Promote and Develop Market and Channels for the Organic Agriculture Commodities and Products in

Phisanulok Province, Thailand 121

Chaiyes, A, Kongsom, C & Wattanasiri, C

Trusting Relationships: Exploring Uniting Strategies between Taiwan andNew Zealand 122

Chen Shiung

Envirinmentally Friendly Farming in Korea is not True Organic Farming 126

Choe, B. C.

Strengthening Research in Organic Farming. The Experience of the ItalianFoundation for Research in

Organic and Biodynamic Agriculture-••' 129

Colombo, L & Ortolani, L.

Organic Agriculture Development in Martinique: What Is the Place ofAgroecological Research? 133

de Bon H., Langlais C, Fernandes F., Achard R. , Lavigne C. & Cupit G.

Organic Sector Development in Ukraine 137

Eugene Milovanov

Pushing Demand: Promoting Organic Agriculture in the Netherlands 140

Grace Docuyanan

"OrganicFood"-TheLeadingRoleofthePrivateSector 145

Hanspeter Schmidt

Survey on Preference about Organic Agricultural Products 149

Jae-bum Lee & Hyo-won Lee

Public Preferences and Attitudes toward Organic Vegetables, a Survey from Seven Provinces of Iran 151

Jamal Javanmardi , Hossein Momeny and Mahya Zoroofi

Domestic and Foreign Environment Changes in the Apples Industry and Follow-Up Measures 152

Joe, M. J.

Current Status of Korea's Processed Organic Food Industry and Analysis anConsumers' Awareness 153

JUNG, Man-Chul

Survey on Current Status of Environment-Friendly Vegetable Producers (Cheong-Ju City & Cheongwon City)-- 157

Jung-il,. Kim

Study of Consumer Behavior of Organic Products Marketed throughGovernment Sponsored Marketing

Centers in Uttarakhand State of India 159

Kumar .Sanjay., Chander Mahesh. & Subrahamanyeswari , B.

Initiative of the Asian Network for Sustainable Organic FarmingTechnology 163

Lee Y.,Choi H.S. , Lee S.M..& Lee H. J.

Organic Apple Case 168

Lee, C. H.

Case Study on Sangha Organic Farm as a Korean Market Leader in Organic Milk through

Cooperation among Local Government, Farmers, and Enterprise 171

Lee, /. K.

A Study on Establishing a Sustainable Supply System of Environmentally Friendly Vegetables

Produced in the Pal-Dang Area 174

Lee, J.H., Cho, K. R. & Kim, S. J.

Progress of Nong Hyup's Environmentally Friendly Agriculture PromotionProject 178

Lee, T. Y.

Seasonal Agriculture Products Pack Delivery Service and Realization of theValue of Organic Farming-■•■ 182

Lee, T.G. & Choi, S.Y.

Producing Organic Livestock Products for Domestic Market in Developing Countries 185

Mahesh Chander, Sanjay Kumar, S. Mondal, Reena Mukherjee, R. S. Rathore

Consumer's Attitudes and Willingness to Pay for Organic Agricultural Products and the

Socio-Economics of Niche Market Creation: a Social Ecology Paradigm for the Adoption of Organic

Cultivation in Nigeria 189

Meludu, N.T, Adeoluwa, A.A, & Abolade, T.J

Technology Platform Organics: Knowledge Generation and Exchange inOrganic Food and Farming

Research 193

Padel S., Pearce B., Cuoco £, Schluter M, Niggli U., Schmid 0., Wilier E, Huber M., and Micheloni C.

Study of Organic Agricultural Commodities with Membership System Model 197

Panpluem, P., Chiamjinnawat, B. & Wattanasiri, C.

TheRegionalwertAG~anlntegrativeFinancingConceptforSustainableRegionalTransformation 198

Pefer Volz

Consumer Behavior on Organic Products in Hong Kong 201

Sharon CH Chan and Jonathan JW Wong

Analysis of Key Success Factors of Organic Vegetable in Thailand 205

Watanasiri, C, Kongsom, C, Potidee, A., Chiamjinnawat, B. & Panpluem, P.

Development Direction Based on Consumers' Awareness on Environment-Friendly Agriculture Products-•• 208

Young-ook Jung & Hyo-won Lee

Organic Advocacy 210

Importance of Organic Agriculture in Both Rural and Urban Communities 211

Chungsook Ryu

Charting a New Path to Eliminating Hunger 215

Danielle Nierenberg, Brian Halweil

Ecologizate Program: a Union of Actors for the Development of the Organic Sector 222

Escobar, Carlos., Martin, Alejandro

Analysis of Key Success Factors of Organic Vegetable in Thailand

J

Watanasiri, C.1, Kongsom, C.2, Potidee, A.3, Chiamjinnawat, B.4 & Panpluem, P.5

Key words: Organic vegetable, Key success factors

Abstract ((owc-headline))

The objectives of this study are to identify success factors of organic vegetable sector and to

develop policy recommendations for supporting development of organic vegetable sector in

Thailand. Purposive sampling technique was used to identify the samples from stakeholders of

organic vegetable sector (operators, consumers, and private and public supporters). Focus group

and in-depth interview were employed for data collection. Then content analysis technique was

used to identify key success factors. Results indicated that there are 14 key success factors

including: 1) farming input management that ensures sufficiency, organic agriculture standard, and

accessibility; 2) appropriate production management and knowledge in organic vegetable business;

3) potentials of producers and operators and positive attitude towards organic vegetable farming; 4)

appropriate marketing; 5) good logistic management; 6) proper behavior and confidence of organic

vegetable consumers; 7) wide and strong groups and network; 8) proactive communication and

public relations; 9) clear and appropriate organic vegetable standard and accreditation system; 19)

reliable and accessible organic vegetable database; 11 Researches in various areas that support

organic vegetable sectors; 12) active and consistent supports from public and private organization;

13) potentials and positive attitude towards organic agriculture of related government officials; 14)

proper laws, regulations, and policy that support organic vegetable sectors.

Introduction ((owc-headline))

Currently government and private sector have promoted organic agriculture because they aware that

the organic agriculture is the solid and efficient way to help preserve and rehabilitate the

environment, improve well being of farmers and consumers, and achieve sustainable agriculture

(Ratanawaraga et al. 2007). In addition, there are market opportunities for organic agriculture

products (Panyakul 2003, Kullachai and Indarasutara 2007). Thai government has declared organic

agriculture policy as national agenda to impel the development of organic farming (Office of

National Economic and Social Development Board 2008). Therefore, many organic agriculture

projects have been developed and implemented, including the project that promotes organic

vegetable farming. However, the number of organic vegetable farm is still little compare to

conventional vegetable farms. Organic vegetable products are also low in volume and less diversity

(Punyakul 2003). The development of organic vegetable sectors has been slow-moving and

ineffective. The analysis of key success factors is necessary to successfully develop the organic

vegetable sector in Thailand. In addition, the study should be the comprehensive study of all

stakeholders associated with organic vegetable. The objective of this study is to analyze key success

factors of organic vegetable sectors, and to develop policy recommendation for supporting the

development of organic vegetable sectors of Thailand.

Materials and methods ((owc-headline))

This study is a qualitative research and comprehensive study of all stakeholders associated with the

organic vegetable sector including input producers, organic vegetable producers, organic vegetable

operators (processing and selling), consumer, and private and public supporters. The organic

2 Organic Agriculture Development Center, Sukhothai Thammathirat Open University, Pakkret, Nonthaburi.Thailand, E-Mail Chaiwat.kon@stou.ac.th

3 Organic Agriculture Development Center, Sukhothai Thammathirat Open University, Pakkret, Nonthaburi.Thailand, E-mail Ajchara.pot@stou.ac.th

4 Organic Agriculture Development Center, Sukhothai Thammathirat Open University, Pakkret, Nonthaburijhailand, E-mail Bhawat.chi@stou.ac.th

5 Organic Agriculture Development Center, Sukhothai Thammathirat Open University, Pakkret, Nonthaburijhailand, E-Mail Pirantana.pan@stou.ac.th

vegetable stakeholders were divided into 3 groups as key informants. They are 1) operators which

are classified in to 3 subgroups i.e. input producers/traders, organic vegetable producers, and

organic vegetable operator (processing and selling); 2) consumer; 3) private and public supporters.

Purposive sampling technique was employed to identify the samples in each stakeholder group.

Data collection was done primarily through participatory seminar, in which both focus group and

in-depth interview techniques are used. The issues for focus group and in-depth interview include

operation and management, problems, success factors of organic vegetable sector, and policy

recommendations for supporting the development of organic vegetable sector. Secondary data was

also gathered from printed documents, electronic media of both public and private sectors

concerning organic vegetable. Collected data was then analyzed with content analysis technique and

brainstorming of researchers in order to find out the answers of this study. The finding were then

presented to invited organic vegetable experts and stakeholders in the final seminar for additional

feedbacks and suggestions.

Results ((owc-headline))

The organic agriculture production in Thailand has 2 types, which are self-dependent and market-

dependent operators. Organic agricultural farming area has an increasing tendency but the area

portion is very low compared to the overall national agricultural farming area. The most cultivated

crops are organic rice, others are fruit and vegetables. The main products are rice, fruit, vegetable,

herb, fish and processed food which are mostly exported. The amount and value of organic products

have a trend to increase because of the expanding of organic markets both domestic and

international.

The findings reveal 14 important success factors of organic vegetable sector: 1) farming input

management that ensures sufficiency, organic agriculture standard, and accessibility; 2) appropriate

production management and knowledge in organic vegetable business of the producers; 3)

potentials in organic vegetable production and positive attitude towards organic vegetable farming

of both producers and operators; 4) organic vegetable marketing that enables the consumers to

understand and have higher demand for organic vegetable products; 5) logistic management that

supports organic vegetable sector; 6) proper behaviour and confidence of organic vegetable

consumers; 7) wide and strong organic vegetable groups and network; 8) proactive communication

and public relations that creates positive impact of organic vegetable on the behaviour of all its

stakeholders; 9) clear and appropriate organic vegetable standard and accreditation system; 10)

reliable and accessible organic vegetable database that covers all aspects; 11) researches in various

areas that support organic vegetable sector; 12) active and consistent supports from both

government and private organizations; 13) potentials and positive attitude towards organic

agriculture of related government officials; and 14) proper laws, regulations, and policy that support

organic vegetable sector.

Policy recommendations for supporting the development of organic vegetable sector of Thailand

include 1) improve laws and regulations that hinder the development of organic agriculture, organic

fertilizer, and natural substance production; 2) develop knowledge and potentials of farmers by

giving importance to local wisdom, through farmer centered process, and from different background

of each target group; 3) setup organic vegetable seed production center and promote co-investment

between private sector and potential farmer groups to produce and research in organic vegetable

seed; 4) establish an assurance system for organic vegetable producers; 5) develop a more

entertaining educational system (edutainment) to promote organic agriculture knowledge; 6) setup

an organization responsible for organic. agriculture management and a broad and up-to-date

database; 7) promote organic vegetable consumption in various activities of government and private

organizations as well as setup organic vegetable market and shops in both public and private

organizations.

Discussion ((owc-headline))

These results may not provide complete key success factors of organic vegetable sector in Thailand.

But these results are valuable information for the development of organic vegetable sector for

policy maker, private and public supporters, and other stakeholders. However, to success in the

development of organic vegetable sector, all parties or stakeholders should involve actively and

continuously; operators, which include input producers/traders, organic vegetable producers, and

organic vegetable operators (processing and selling), should organize their groups and network so

as to cooperate and develop strong supply chain. In addition, consumers should have accurate

knowledge about organic agriculture from both public and private sectors and public and private

supporting groups should develop or improve such supportive tools as laws, regulations, database

system, researches, etc. that are able to really support and promote organic agriculture development.

Conclusions ((owc-headline))

This study verified that there are 14 key success factors which have to be attended for the

development of organic vegetable sector in Thailand. These key success factors involve all

stakeholder responsibility. However, government as an important stakeholder should place higher

priority on organic farming. For the policy recommendations, government should establish the

organization responsible for organic agriculture development and improves laws and regulations

that obstruct the development of organic vegetable sector. Establishment of organic vegetable seed

center is also necessary. In addition, collaboration between public and private sectors for

developing potential of farmers, establishing the assurance system for organic vegetable producers,

and educating and promoting about organic vegetable to consumers, are necessary.

Acknowledgments

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