การยกระดับขีดความสามารถของผู้ประกอบการแปรรูปข้าวเม่าสู่ตลาดสมัยใหม่

Abstract

         This participatory research aimed to: 1) assess the entrepreneurial potential and market demand for processed Khao Mao (pounded unripe rice) products, 2) enhance the capacity of Khao Mao processors to meet modern market standards, and 3) integrate Khao Mao processing businesses into modern markets. The study found that entrepreneurs possessed the potential to process various Khao Mao products. Before the COVID-19 pandemic, their average annual income was 193,440 baht, which significantly dropped to 16,284 baht post-pandemic. Consumers largely preferred processed Khao Mao with 50% grain mixtures, 65.6% natural food coloring, and 50% less sugar. Entrepreneurs sought to develop standardized production techniques, extend shelf life, reduce oil rancidity, and maintain consistent flavor. Regarding the market, there was no primary market channel, with occasional sales via LINE. Product testing for shelf life revealed that Khao Mao cereal and Khao Mao Krayasart (Thai sweet snack) samples had yeast and mold exceeding standard limits, with a shelf life of 20-30 days, while Khao Mao Tu (freshly pounded rice) lasted only 5-6 hours. Capacity building efforts led to more standardized production and consistent flavor. Process adjustments involved switching from oil frying to roasting Khao Mao and hot-air drying. These changes resulted in reduced water activity, pH, crude fat, and lipid oxidation values. The shelf life at 30°C improved to 104 days for Khao Mao cereal, 71 days for Khao Mao Krayasart, and 51 days for roasted Khao Mao Tu. Finally, business management towards modern markets showed that entrepreneurs gained sufficient skills in using online platforms, managing products for sale, and coordinating personnel for production and timely delivery. Post-intervention, entrepreneurs' incomes increased by over 15%.