Development of Standard Criteria for Nong Nhor Brand Food Products in Suphanburi Province

Abstract

This qualitative research aimed to develop standard criteria for food products under the Nong Nhor brand in Suphanburi Province. The study employed participatory action research (PAR), combined with a document review and focus group discussions with provincial-level stakeholders from the quadruple helix model, including representatives from the government sector, private sector, educational institutions, and entrepreneurs/community enterprises, totaling 16 key informants. The participants were selected through purposive sampling. The research instrument was a semi-structured focus group guide. Data collected from discussions and documents were analyzed using content analysis. The research findings revealed that the standard criteria for Nong Nhor brand food products in Suphanburi Province comprised three main components: 1) product safety and quality standards, including obtaining food standard certifications from national and/or international agencies, institutions, or organizations, sensory quality, and packaging quality; 2) sustainability aspects, covering environmental, economic, and socio-cultural dimensions; and 3) Suphanburi identity, which included the use of production facilities and raw materials located within Suphanburi Province. These standard criteria reflected the integration of product safety and quality, sustainability, and local identity concepts to enhance the credibility and sustainable competitiveness of the province's food products.