Enhancing Local Halal Curry Paste Products of Community Enterprise in Pattani for Self-Reliance

Abstract

The objectives of this research are to examine the social capital affecting the
development of Independent Community Enterprises of Halal Herbal Curry Paste Product in
Pattani, and to study the ways to develop the package of herbal curry paste. The mix
method research methodology was applied in this study. The interview was conducted with
entrepreneurs from four Independent Community Enterprises. The survey of customers’
behavior and factors in making decision to purchase the packaging product from
Independent Community Enterprises in Pattani was taken place. One of the four enterprises
was chosen to get its packaging developed. The group meeting to figure out the ways to
develop the package with nutritionists, designers, government officers, agents, and marketing
expert was held. The result indicates that the social capitals found from the Independent
Community Enterprise of Halal Herbal Curry Paste Product in Pattani for branding and
packaging development are its uniqueness of being Muslim, local trading (selling its products
within the community), and having no FDA standards (The Food and Drug Administration).
Even it has been approved to be one of the OTOP products; the product has been traded
only in its community. Additionally, its package was not standard and less attractive. Hence,
it led to re-branding and developing its package. As a result, “Wan Salam” is the brand of
the herbal curry paste product made in Pattani. Its labels are colored accordingly to the
taste and type of the curry paste. The package is designed to be more attractive and
comfortable with a clear vacuum bag which the customer can see the product inside.
Additionally, it can prolong the storage age of the product, and it is easy for shipping. There
is also a zipper stand-able bag for containing the three types of curry pastes such as green curry paste, orange curry paste and spicy curry pastes to increase the number of sales. Moreover, there is a safety-food box covered by the round bamboo basket which is suitable for presenting in the events and showcases as the souvenir. Thus, it will be able to create more awareness among the customers.