Enhancing Agricultural Products in Suphan Buri Province to Comply with Good Agricultural Practices Standards and Nong Nhor Brand Standards

Abstract

This research aimed to enhance the production of economic crops among farmers in Suphan Buri Province to comply with good agriculture practice standards and Nong Nhoe brand standards. The study employed a mixed-methods research design integrating both quantitative and qualitative approaches. All of sample was selected through purposive sampling and consisted of 200 farmers and 15 representatives from government agencies. Research instruments included questionnaires, interview guides, participant observation and focus group discussions. All instruments were validated in terms of content validity and reliability in accordance with established standards. Quantitative data were analyzed using descriptive statistics, including percentages, means, and standard deviations, while qualitative data were analyzed through content analysis with data triangulation employed to ensure trustworthiness.

            The findings revealed that farmers in Suphan Buri Province possessed a relatively high level of knowledge and positive attitudes toward good agricultural practice standards production and demonstrated a strong intention to enter certification systems in order to enhance product value and market opportunities. Area-based training activities and advisory services effectively strengthened farmers’ capacities and preparedness to improve production processes in alignment with Good Agricultural Practices (GAP) in a tangible manner. Regarding the Nong Nhor brand standards, Suphan Buri Province was found to have a clear and well-defined certification system and mechanisms encompassing quality, safety, sustainability and local identity. Targeted farmers who applied for certification were able to meet the standards at good to excellent levels, reflecting substantial potential for advancing agricultural products toward modern markets. These developments contributed to strengthening value perception, increasing competitiveness and fostering sustained consumer confidence.