Strategies for Cultural Product Value Addition: Plarsom Fug of Barn Nongrawiang Community Enterprise Group, Wiangchai Sub-district, Phayakkhaphum Phisai District, Mahasarakham Province

Abstract

The purposes of this study were to study the development of cultural product, potential of community enterprise group, and look for strategies of cultural product value adding, Plarsom Fug of Barn Nongrawiang community, Wiangchai sub-district, Phayakkhaphum Phisai district, Mahasarakham province. The researchers collected the data from related documents, In-depth interview, and Focus Group. The findings revealed that in the year 2005, 21 women of Barn Nongrawiang set a group to do Plarsom Fug (a type of fermented fish) and the group was granted    20, 000 baht budget from Wiangchai Sub-district Administrative Organization and was awarded a standard logo. In 2006, the group was registered as a community enterprise. Later in the year 2010, the group encountered decreasing of members but they could continue running their business. In 2017, this community enterprise group was awarded the Food and Drug Standard Certification, which enhanced the sales. Moreover, there was short training courses for interested people. Plarsom Fug community enterprise group had 3 types of potentials: 1) Administration, 2) Standard Production, and 3) Marketing. They found 3 strategies for cultural products’ value addition. Those strategies were 1) Constructing Cultural Identity, 2) Adding Market Channels, and 3) Product Development. These strategies were for driving this business to Thailand 4.0 development, which emphasize developing products based on local wisdom and culture to universal standards.