Inheritance of Local Wisdom in Traditional in Clay-Jar Fish Sauce Production Towards Marketing Development : A Case Study of Ban Bang Bo Lang Community, Samut Songkhram Province

Abstract

Fish sauce is a fermented food that forms part of culinary culture and plays an important role at the household level, reflecting the relationship among the way of life of coastal communities, coastal ecosystems, and local economic structures. This qualitative study employed a case study methodology. The objectives were to examine the context of Ban Bang Bo Lang community, analyze the learning process of local wisdom in producing traditional fish sauce starter using earthenware jars, and propose marketing development approaches for the traditional fish sauce starter product. The informants were divided into two groups: knowledgeable persons and fish sauce producers, and consumers, with a total of nine informants. The research instruments consisted of interview guidelines and a local wisdom record form. Data were collected through in-depth interviews and analyzed using content analysis. The findings revealed that: 1) Ban Bang Bo Lang is a coastal fishing community, with most residents engaged primarily in fishing, resulting in a close relationship between the community’s way of life and the coastal ecosystem. The production of traditional fish sauce starter represents local wisdom passed down from generation to generation while retaining its distinctive identity; 2) the learning process and traditional techniques involve meticulous attention to every stage, from the selection of raw materials and natural fermentation to storage in a dark place, contributing to the distinctive characteristics of the fish sauce; and 3) marketing development approaches should enhance the product’s value through its taste and local wisdom narrative, supported by presentation media that promote consumer confidence in nutritional information and product image. The community possesses potential in traditional fish sauce starter production and fishery resources; therefore, these local resources should be conserved, transmitted, and further developed to enhance product value and strengthen the community’s economic capacity.