This program was aimed to apply knowledge of marketing strategy, English communication, and Lanna local wisdom for enhancing organic rice value-added, and synthesize approaches for enhancing organic rice value-added which will be beneficial for other agriculture communities. In this program, there were three projects:, Developing Marketing Strategy of Organic Rice for Value-added, English Communicative Innovation for Organic Rice Farmers and Entrepreneurs to Promote Value Added, and Incorporating Lanna Wisdom to process Organic Rice to promote value-added to Organic Rice. The study area was located at Luang Neua Sub-district, Doi Sa Ket District, Chiang Mai Province. Data were derived from questionnaires, interviews, focus groups, and seminar. Qualitative data were analyzed by the method of content analysis and quantitative data were analyzed by descriptive statistics,
t-test, and ANOVA.
The results of applying knowledge indicated that the steps of forming marketing strategies consisted of data collection, data checking and analysis with participants, using Tows Matrix to form marketing strategies. Developing English skills also required surveying the participant needs before design teaching classes. Then, teaching English classes were evaluated which led to create self-English teaching innovation like book for basic conversation and application of Thai rice. In addition, processing organic rice focused on action learning; surveying the needs for organic rice based on local wisdom, forming approaches for processing organic rice, organizing workshop for processing organic rice, and evaluating processed products from buyers. The most satisfied processed product was rice chip then, rice grain coin and crispy organic rice were less satisfied, respectively.
The results from synthesizing knowledge application also indicated the approaches for enhancing organic rice value-added which will be beneficial for other agriculture communities:
1) empowering abilities of communities in value-added organic rice by teaching participants directly based on the needs of participants, organizing activities that allowed to share data, information, knowledge, and experiences, and managing the process of action learning,2) focusing on marketing strategies which involved survey of consumer behavior and need, SWOT analysis, and marketing mix; especially, processed products indicating identity and suitable as gifts or souvenir, various and easy access location, suitable and valuable price, and continuous arrangement of promotion,
3) continuing to develop English communication skill especially listening and speaking based on community needs to enhance the opportunities to expand marketing of foreign customers; however, self-English teaching innovation is essential for learning basic conversation, bargaining, and explaining properties, organic processed products.