Development strategy of PALAS rice in Lampung Province

Abstract

PALAS rice was an origin rice of South Lampung Regency, Lampung Province. PALAS rice could be acronymed as Original Rice Produces of South Lampung. The purpose of this study were to identify the factors that become the strengths, weaknesses, opportunities, and threats and determine the strategy of PALAS Rice development. This research method used SWOT analysis. The result showed that the main strength of PALAS Rice was the abundant amount of product, while the weakness was the PALAS Rice has not been certified of SNI quality; the main opportunity of PALAS Rice was a cooperation between rice mills and village-owned enterprises (BUMDes), while the threat was good quality others rice on the market.