Traceability System for Rice and Vegetables in Nakhon Pathom Province

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Dech Thammasiri
Sompon Sukcharoenpong


Agricultural sector is one of the most important sector in Thailand.  Other than being a leading rice exporter country, Thailand has set a goal to become a leading food exporter with the campaign “the Kitchen of the World”.  Nakhon Pathom is one of the main rice and vegetable producers thanks to the comprehensive irrigation system.  Establishing standards and enhancing consumer confidence are necessary to earn premium prices for agricultural products. Therefore, this research proposes the use of a traceability system for rice and vegetables that allows consumers to trace back the source and the production process, and to contact farmers directly. Based on evaluation by experts, the traceability system receives a high average score of 4.83    (S.D. = 0.29).  Moreover, the survey results from 30 consumers indicate that consumers are (very) satisfied with the system high average score of 4.37 (S.D. = 0.64).   The consumers are also willing to pay extra prices for the products that the source and production process are traceable.

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