Increasing the Potential of Marking Communication for Organic Agriculture Surin Province

Abstract

The purposes of the research were to analyze marketing opportunities, business  environment   factor   affected   the  administration  of organicagriculturist groups. To searching method for increasing the potential of marketing communication of organic agriculturist groups. Research methodology is quality research consist of observation, in-depth interview, secondary data analysis, focus group and brainstorming. The sample were organic farmers, trader group, manufacturer group, government sector, entrepreneurs. The results are as follow; The possibility of market opportunities  consist of the environment in Surin which is suitable for agriculture, trend in consuming organic food and environment friendly products, create an opportunity for specific product, the development standard of manufacturing which is widely accepted, contract farming, and integrated cooperation between government and private sectors. There are also barriers in market development are rising land cost in Surin which effect the area of agriculture; insufficient agriculture land certified in Surin province. Business environment factor affected the administration of agriculture are economic situation, competitive environment, consumer behavior, and government policy. Increasing the potential of  marketing communication of organic agriculture consist of exchanging information and technology, branding and packaging of organic products, promotion and sale campaign of the products, and raising organic agriculture knowledge to both agriculturists and consumers.