Developing the Potential of Grassroots Food Product Entrepreneurs to Get the FDA Quality Award: Case Study in Surat Thani Province

Abstract

Background: The grassroots economy is crucial for strengthening the local economy, relying on trust in community leaders and government initiatives that support community enterprise projects. Despite the recognition of 10 food product entrepreneurs in Surat Thani province receiving the FDA Quality Award, there remains a lack of a concrete model or practical guidelines. This research therefore aims to develop such a guideline to serve as a prototype for other entrepreneurs.

Objectives:  The objectives were to develop a model of grassroots community leader competencies to receive the FDA Quality Award, develop a model for communication and public relations to enhance the marketing competitiveness of community enterprise entrepreneurs, and propose knowledge and a development model for grassroots community enterprise operations towards sustainability.

Methods: This research uses a Research and Development (R&D) method, combining qualitative, quantitative, and participatory action research approaches. The study was conducted in Surat Thani province, with purposive sampling of three groups of participants: a group of 10 community leader entrepreneurs of food products in Surat Thani who have received the FDA Quality Award, to study community leader competency factors; a group of general grassroots food product entrepreneurs who consistently attended meetings with the Surat Thani Provincial Public Health Office (SPPHO), to study media usage behaviour; and a group of 100 academic network members, researchers, lecturers, and food product entrepreneurs, to develop knowledge and a model for community enterprise operations.

Results: The research found that 10 key factors of grassroots community leaders contribute to receiving the FDA Quality Award. These were risk management, creative thinking, communication, self-development, marketing management, product management, social and cultural capital development, network management, financial and accounting management, and personality and integrity. Furthermore, the study on the media usage behaviour of the entrepreneurs found that the duration of the presentation was most important, with an average score of 4.05 out of 5, followed by content appropriateness and consistency, and story sequencing, with an equal average of 4.01. It was also found that the behaviour of consumers in the New Normal era is increasingly shifting towards online shopping. The sample group emphasised the importance of public relations media (average 3.99), expanding to international export markets (average 3.82), and finding new strategies to cope with potential fluctuations (average 3.72). Based on these findings, the researchers proposed four strategic approaches for the sustainable development of the grassroots food business: strategic planning, public participation, sustainable resource management, and evaluation and improvement. A model for developing the potential of grassroots food product entrepreneurs to receive the FDA Quality Award was also simulated in the form of the SURAT Model, consisting of five key components: Standard (S): Product manufacturing standards, Unity (U): Collaborative teamwork and solidarity within the network; Reading (R): Continuous study, research, training, and knowledge exchange; Ability (A): Diverse and well-rounded capabilities; and Technology (T): Keeping up with communication and various media technologies.

Conclusion: This research concludes that the development of grassroots food product entrepreneurs to receive the FDA Quality Award in Surat Thani province requires a combination of various factors, including the 10 leadership competencies and appropriate communication and marketing mechanisms, as well as the application of the four strategic approaches for sustainable business development and the SURAT Model. This will enhance competitive potential and lead to sustainable development.