Marketing strategy development for Yogyakarta local black rice

Abstract

Rice is an important food source and a staple food for most developing country, including Indonesia. Besides white rice, Indonesia has pigmented rice varieties, one of them is black rice which has begun to be popular. Black rice has beneficial effects on health because of its content. Black rice is a good source of fibers, minerals, and phytochemicals. Some regions in Indonesia produce black rice, one of them is Special Region of (Yogyakarta). Yogyakarta local black rice exists for a long time, but still very limited people know it. Producers are facing difficulties in selling black rice. This study aims to develop a marketing strategy to help producers to market black rice and to preserve local black rice cultivars in Yogyakarta. The methods used were IFAS and EFAS matrix, SWOT, and QSPM. The result shows that for Yogyakarta local black rice, there are necessaryto carry outmassive promotions, expand sales locations, expand and strengthen marketing networks, improve farmer organization performance, and increase local Yogyakarta black rice production as well.