The Supply Chain Management of Khaotangkwa Pomelo in Chainat

Abstract

Pomelo is the important economic goods which is listed as top ten Thai fruits export. Also, Thailand is the country that can cultivate world best pomelo. The biggest export market is Hong Kong, followed by China. The export value is accounted for ฿48.10 million and ฿44.29 million respectively. Khaotangkwa Pomelo of Chainat is very important trade citrus and Chainat is the province that can most produce Khaotangkwa Pomelo and have the largest cultivated area in Thailand. Moreover, Khaotangkwa Pomelo has registered Geographical Indication from Thai Geographical Indication: GI, Ministry of Commerce, registration number is สช 49100007. The Geographical Indication represents the origin of a good and which conveys to the consumer the special quality or features of that good vis-à-vis goods that are produced elsewhere. This article examined the present supply chain network structure of Khaotangkwa pomelo, Chainat, from Up Stream, Middle Stream to Down Stream. The method of study was an in-depth interview with 41 farmers, 2 collectors and other mediators, 7 retailers and one exporter. The result of the study indicated that they were two forms of Khaotangkwa pomelo’s supply chain including traditional supply chain and new supply chain, These found from the adaptation of farmers who produced and distributed their products to department store and they can export more. Besides, the traditional way of direct sale to collectors revealed that they were problems with farmers, mediators, and exporters in terms of production amount fluctuation, which was the inadequate to the demand (over demand) of consumer and exporter, These resulted from the loose coupling supply chain or free supply chain. The suggestion from the study indicated that all sectors such as government, community club should have the adaptation and create cluster network to increase potential competitive and its capability to support with the new open market in the future.