A STUDY OF EFFICIENCY IMPROVE FOR WATERMELON SUPPLY CHAIN, THAI CHAROEN MARKET, PHITSANULOK

Abstract

This research studied the supply chain of watermelon at Thai Charoen market in Phitsanulok province. The data were collected from doing field survey and interviewing farmers, Thai Charoen Market Manager and those who involved in the supply chain. The analysis of SWOT and activities in the value chain was made to improve the efficiency of watermelon supply chain. The results show that watermelon cultivation in the studied area is similar to contract farming between farmers and capitalists without price guarantee and agreement document. Therefore, there is a risk that farmers will be taken advantage of and not treated fairly. Hence, the government supervision is recommended to prevent farmers from being exploited due to unfair contracts. In addition, farmers still face problems about cultivation that needs changing plantations every year to reduce the risk of plant diseases. Therefore, the government should support by educating farmers about cultivation process and plantation management so that they can cultivate at the same area with less disease contact. This is to reduce costs and increase productivity for farmers. Moreover, the government should support and push farmers to realize the importance of farmer assembly that increases their bargaining power in trading of products and production materials.