Strategies for Developing Organic Vegetable Farmers in Chiang Mai Province into Sustainable Agribusiness Entrepreneurs

บทคัดย่อ

This study aims to analyze the strategic approaches for enhancing the capacity of organic vegetable farmers in Chiang Mai in transitioning towards sustainable agribusiness entrepreneurship. The research employs a qualitative methodology, with the target group consisting of organic vegetable farmers in Chiang Mai province. Data collection tools include in-depth interviews and focus group discussions. A SWOT analysis was conducted to identify strengths, weaknesses, opportunities, and challenges affecting the development of 25 selected farmers, followed by a descriptive analysis of the findings.

The results indicate that the key strengths of organic farmers in Chiang Mai include abundant natural resources, knowledge of organic farming, and increasing support from both the government and market expansion. However, the major weaknesses identified were a lack of marketing knowledge and high production costs. Opportunities for development include government policy support, the growth of online marketing channels, and the expansion of organic agricultural exports. Meanwhile, challenges encompass climate change, competition from large-scale farmers, and the issue of counterfeit organic products. Based on the SWOT analysis, the study proposes four strategic approaches to support organic vegetable farmers in becoming sustainable agribusiness entrepreneurs: (1) Proactive Strategy (SO) focusing on improving production standards and expanding markets through online platforms; (2) Preventive Strategy (ST) strengthening cooperative networks and developing smart farming techniques; (3) Corrective Strategy (WO) providing agribusiness training and facilitating access to financial resources; and (4) Responsive Strategy (WT) enhancing competitiveness and establishing a quality monitoring system.