Success Factors For Robusta Coffee Production Management of Robusta Coffee Collaborative Farming Members at Village 7 Lamliang Sub-District, Kra Buri District, Ranong Province

Abstract

          This research aimed to study (1) the coffee production management of robusta coffee collaborative farming group members at Village 7, Lamliang Sub-district, Kra Buri District, Ranong Province, (2) the problems and suggestions for production management of robusta coffee collaborative farming members at Village 7, and (3) the success factors in robusta coffee production management of robusta coffee collaborative farming members.       The research used mixed methods. The quantitative research was done on a population of 30 farmers in the robusta coffee collaborative farming group members at Village 7 Lamliang Sub-district, Kra Buri District, Ranong Province, registered with the Kra Buri District Agriculture Office in 2023. A questionnaire was used to collect data from the total population. For the qualitative research, the group of informants consisted of robusta coffee farmers, community leaders and related agricultural scholars (total 32 informants) and data were collected through group meetings using a data collection form. Quantitative data were analyzed with descriptive statistics, including frequency, percentage, and mean, and for qualitative data, content analysis was used.
          The results showed that 1) the management of robusta coffee production of robusta coffee collaborative farming members followed the principles of good agricultural practices at eight stages. 2) As for problems and suggestions in the management of robusta coffee production, the main problem encountered was a labor shortage for harvesting. Farmers solved the problem by combining labor in harvesting. The other problem area was marketing. They solved this by getting training on product brand development, utilizing online sales and participating in coffee fairs. 3) Success factors in managing coffee production of the robusta coffee collaborative farming members include (1) internal factors, including the role of group leaders in planning and managing resources efficiently and using technology in production; and (2) external factors, including regular support in terms of funding and training from the public and private sectors, as well as the establishment of trade networks.

As a result, all 30 group members have achieved Good Agriculture Practice (GAP) standards for their coffee production. In addition to supplying factories and purchasing sources, the group also has its own branded coffee products sold through various channels, both within and outside Ranong province. The economic model aims for sustainable development (BCG Ranong Coffee) by focusing on production development from upstream to downstream, starting with farmers and collaborative farming group members . This includes enhancing product quality while considering environmental impacts as a priority.