Strategy for sustainable agroindustry development of grass jelly origin from Garunggang Village, Kuala Subdistrict, Langkat Regency

Abstract

Grass jelly (cincau) are the mainstay commodities for farmers in Garunggang Village because it is cultivated by more than 90% of farmers, with the traditional cultivation system. The objectives of this research are to identify and analyze internal and external factors and to analyze the strategy of developing sustainable grass jelly agroindustry. The Slovin method used to obtain a sample of 75 farmers. Sampling was done by simple random sampling method. To assess strategies for developing sustainable grass jelly agroindustry, ten categories of respondents were determined, namely officers of the Regencial Agriculture Service, Provincial SME Association, Provincial Agriculture Service, Provincial Industry Service, extension worker, NGOs, village officer, lecturer, traders, and grass jelly consumers. In addition to the category of farmers, each category was represented by 1 respondent. Data were analyzed using SWOT Analysis Method. The results showed that the internal factors of sustainable grass jelly agroindustry development include the spirit of business actors/farmers and land area suitable for grass jelly cultivation; while the external factors include market/consumer demand for processed grass jelly and the development of the tourism sector in the region. Strategy for sustainable agroindustry development of grass jelly should be implemented with a diversification strategy.