การพัฒนาต้นแบบเชิงธุรกิจการเกษตรน้ำนมและผลิตภัณฑ์นมพรีเมียม จังหวัดสระบุรี

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Abstract The COVID-19 pandemic situation has affected the demand-supply chain of the dairy farming industry in Thailand since the beginning of 2021, causing this chain imbalance. Dairy farmers have struggled with raw milk sales due to shrinking consumption because of city and school closures. Our study indicated that Saraburi province is an intensive dairy farming area of more than four thousand dairy holders. Dairy farmers in the area have a long and experienced career. Surveys have shown that some are capable of producing high-quality raw milk. The development of a new value chain of premium quality milk is therefore an opportunity to develop a model of agribusiness in Saraburi province and nearby. We expect the new channel to increase income for farmers and encourage entrepreneurs to have the opportunity to develop premium milk products in new markets as well as give consumers the opportunity to try the high-quality products. The project has selected dairy cooperatives with members of farmers who can produce high-quality milk and are interested in participating in learning the processes of production, quality control, and development of Saraburi premium dairy products. The project has developed at least three educational network groups that can be models for dairy farming businesses that are able to produce high-quality products including pasteurized fresh milk, fermented milk, and Greek yogurt, which can increase their incomes by 455% compared to raw milk sales revenue alone. Consumer surveys and market testing reveal that consumers are interested in our premium dairy products in terms of nutritional value such as high protein, high fat, and low sugar. A survey finds that 75% of consumers are willing to pay more for premium dairy products. An online marketplace through a Facebook platform or the Chula Premium Milk Consumers Line group is a good starting marketing channel. However, there is a need to organize sales points and exhibitions for knowledge and public relations in terms of marketing promotion. The research presents the feasibility of both types of businesses, both cooperative and farmer models. The study found that dairy farmers are diverse and different in fundamentals, conceptual frameworks, and readiness to add new businesses with concerns about marketing and investment. The policy and administrative cooperatives are a crucial influence on farmer participation in this program. The communication with cooperatives through corporate executives may not be able to properly select potential farmers according to the researchers aims. However, the project has been approved and has positive recommendations from organizations and agencies related to dairy farming in the provincial area. Many departments in the province agree that they need to drive premium Saraburi milk products to be concrete through the provincial strategic plan.