Draft Proposal Penelitian diajukan untuk memenuhi tugas MK ...

Key Element of Community Development

to Support Direct Marketing Solution

By :

Hana Indriana

Departement of Communication Sciences

and Community Development ,

Faculty of Human Ecology,

Bogor Agricultural University,

Indonesia

Introduction

• Organic farming developed as critics and solution to negative impact of non organic farming

• Organic farming become important in whole world

• Now, organic farming “has matured enough to offer

lessons” – (Lockeretz, 2011)

Social Benefits

• Increasing the role and function of farmer groups and other actors

• Valuing local knowlegde

Economic Benefits

Productivity 3-4 ton/ha 6-8 ton/ha

Income Rp 9.000 – Rp 11.000/kg

Rp 15.000-Rp 25.000/kg

Market access

Local

National

Open international

market opportunity

Ecological Benefit Quality of Land

Quality of product Quality of Water

Organic Farming Development

2003-2008

• The total area of organically manage land in the world was 24 million hectares

• Total sales of organic products worldwide was about US$ 23 billion

• The United States and Canada reaches 51 percent or US$ 11 billion. Europe at US$ 10 billion (46 percent), Japan is about US$ 350 million.

• The growth of the organic product market is estimated at 20-30 percent per year.

• In certain countries it even reached 50 percent per year.

• Consumers of organic products has reached 10 percent of the population.

2009-2012

• organic business has reached US$ 22 billion and in 2012 increased to 65 billion dollar

2014

• Organic market was increasing to 20 percent every year

The Growth of Organic Land Percentage in Indonesia on 2007 – 2013 (in hectares)

Sumber : SPOI 2013

8

Organic rice was sold at a price

higher than the non-organic rice

Basically organic rice can be

sold at a price equal to the

non-organic rice

In the process of maximizing the economic benefits, the

potential of local market, regional market, and also

national market require serious management of all

parties

Actually, this community is a

potential organic product market

the rice does not become

exclusive organic but

become inclusive

Community around organic rice

field have not enjoyed the

benefits of the purpose of

organic farming itself.

Organic rice tends to be

exported

The Objectives

How to buid more intensive

realtionship betwen actors who

were involved in organic farming

To explain what is the

machanism to expanding

inclusivity of organic products

supported by direct selling

marketing

Community development approach is used to describe the

various important aspects that can promote the

development of organic product distribution chain that is

make both of producers and consumers getting closer.

Methods

• This paper is written based on literature studies where critical analysis of relevant journals, scientific research reports, national newspaper and text books was conducted. Some information also quoted from interview with the actor refer to primary data from my thesis research as cases to support arguments.

Result

12

Advocacy

the government must continue

to provide policy guidance

subsidy budget of organic agriculture

training

supervise organic

certification

guarantee the existence of a

policy.

Farmers are not positioned as objects just as producers

Organizing Community

Involved to take

decision

Arena to dialogue

exchanging ideas

increasing the bargaining power of

farmers through dialogue and negotiation

People outside the community NGOs

Academic

Network Building

Community

Private Government

Individual/Group Certification board

Individual/Group Certification board

Farmers People in the community

Capacity Building

Farmers

Consumers

NGOs

Academic

Government

Private

• have a high commitment and good quality as individuals and groups.

• become active participant

• needs an empowerment process

• having high awareness of the importance of direct sales mechanism.

Communication, Information, Education

• needed to run the mechanism of direct selling marketing.

• became a media for information exchange,

• running the advocacy process, conducting of the community organizing, running the process of building networks and the empowerment process to increase the capacity of human resources.

• educating the general public about the benefit of organic farming.

Conclusion

• This article conclude that the five key elements of community development becomes important elements to expanding inclusivity of organic products supported by direct selling marketing.

• The working of those elements also build more intensive relationships between actors who were involved for supporting the achievement of the objectives of organic farming .

References

• Best, H. 2009. Organic Farming As A Rational Choice : Empirical Investigations In Environmental Decision Making. Rationality And Society, 2009, Volume 21, Nomor 2, Hlm. 197-224

• Herdiman, V. 2008. Berjuang Memperkenalkan Makanan Organik. Jurnal Nasional, Minggu, 27 April 2008.

• Lubis, D. 2010. Pemberdayaan Masyarakat Melalui Kuliah Kerja Profesi : Arti, Aksi, dan Evaluasinya dalam Pemberdayaan Masyarakat dan Keluarga : Bekal Mahasiswa Kuliah Kerja Profesi. IPB Press: Bogor.

• 42 Produk Organik dapat Sertifikat. KOMPAS Senin, 03-11-2014. Halaman: 22

• Produksi Diekspor ke Beberapa Negara. KOMPAS Senin, 06-10-2014. Halaman: 13

• Produk Organik Animo Tinggi, Pengetahuan Terbatas. KOMPAS Selasa, 09-09-2014. Halaman: 16

• Pertanian Pasar Produk Organik Terus Meningkat. KOMPAS Kamis, 19-06-2014. Halaman: 18

Thank you