ANALISIS SRATEGI PENGEMBANGAN AGRIBISNIS BERAS MERAH ORGANIK DI KELOMPOK TANI SUMBER MAKMUR II, DESA SUMBER NGEPOH, KECAMATAN LAWANG, KABUPATEN MALANG

Abstract

Increased public awareness of the dangers of residual chemical use can be seen from the increasing trend of demand for organic agricultural products, especially organic brown rice. However, the increase in production is not proportional to the increase in demand. To overcome this, a strategy for developing an appropriate organic brown rice agribusiness system is needed. The research aimed to analyze the organic brown rice agribusiness development strategy in Sumber Makmur II Farmer Group, Sumber Ngepoh Village, Lawang District, Malang Regency. The research location was chosen purposely (Purposive) because Sumber Makmur II Farmer Group is the largest organic rice producer in Malang Regency and is the only center for organic brown rice farming in Malang Regency. Respondents were determined using the census method considering that the number of farmer group members is 30 people. Tan's group of 30 people, so all of them were made respondents To analyze the strategy using external and internal factors which are then analyzed by the SWOT method. The results showed that internally the factors of land ownership, experience of farmers, availability of organic brown rice seeds, availability of organic fertilizers, post-harvest processing, production facilities, price and marketing networks are the strength factors of farmer groups. While the weakness factors are limited capital and the use of traditional equipment. Meanwhile, external influencing factors are open market opportunities as indicated by high demand, fragrant red rice varieties, access to credit (PUAP), increased public awareness of consuming organic products as well as guidance and assistance from related agencies. However, environmental pollution, land conversion and climate change are threat factors for the development of this organic brown rice. Under these conditions, in general, the strategy for developing the organic rice agribusiness system in the Sumber Makmur II Farmer Group that can be done is an aggressive strategy, namely by overcoming the weaknesses it has to take advantage of existing opportunities. In detail, there are 18 alternative strategies that can be implemented, consisting of SO, WO, ST and WT strategies