Product Development of Germinated Brown Rice Berry Juice for Health Organic Agriculture Wor-Kaew Community Enterprise Group, Lampang Province

Abstract

The organic agriculture community enterprise group in Wor-Kaew Community, Hang Chat district, Lampang province, produces and distributes organic germinated brown rice, which is of high quality. This research aims to the development of germinated brown rice berry juice with community participation. Additionally, this research brings academic knowledge to the community, to develop community enterprise groups to have the knowledge and hygienic processing skills for germinated brown rice berry juice, delicious and marketing plan that can provide distribution. The work involves these processes: 1) Study the environment and potential of the group in the production of germinated brown rice berry juice, 2) Trial production of germinated brown rice berry juice for health, 3) Technology transfer to community processing germinated brown rice berry juice, and 4) Analyze the business plan using ‘Business model canvas’, resulting in a competitive advantage of germinated brown rice berry juice for health. The results of the study indicate that the Wor-Kaew organic agriculture community enterprise group is able to produce high-quality germinated brown rice berry juice with konjac jelly, which is high in nutrients. It is an alternative to the consumption of healthy beverages and the product has applied for production standards and requested FDA number for distribution to the general market. In terms of production costing, if the group sells a glass bottle of germinated brown rice drink for 35 baht, it can make a profit of 16 baht per bottle, accounting for 46%. In summary, the community enterprise group generated business and increased income, thus the community becomes stronger and more stable in the future.