Development of Marketing Channels and Packaging Innovation on “JOSS” Organic Rice to Increase Added Value


Novita Erma Kristanti
Agro-Industrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada
Nafis Khuriyati
Agro-Industrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada
Agustinus Winarno
Agro-Industrial Technology, Vocational School, Universitas Gadjah Mada
Sintia Putri Pradita
Agro-Industrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada


The development of organic farming in Jatisarono Village, Kapanewon Nanggulan, Kulon Progo, Yogyakarta is being carried out by three groups of farmers with 150 members. Organic rice is a superior commodity under the JOSS brand (Jatisarono Organik Sehat Sejahtera). JOSS organic rice product is registered as an organic certificate institution with the number 390-LSO-005-IDN-11-20. Problems regarding marketing channels and packaging still need to be solved. Market access capability for selling organic rice still needs to be improved. At the same time, the packaging used is still simple and has yet to consider more detailed packaging aspects. This community service aims to conduct education on developing marketing channels and JOSS organic rice packaging innovation. The education carried out involves basic research, so the recommendations are expected to improve the economy of farmer groups and the community in Jatisarono Village. The method used in community service activities is an integrated approach consisting of farmer groups, JOSS organic rice business activities, and university participation. The development of marketing channels is implemented based on supply chain adequacy and market behavior based on price levels. Product development is applied to create packaging innovation designs. The activities carried out were socialization regarding marketing channels and rice packaging to farmer groups, focus group discussions with experts on determining target markets and packaging innovation designs, workshops on various packaging design alternatives, and delivery of results regarding alternatives to other marketing access and packaging design results. The outputs of this community activity are the development of markets and marketing channels which have been carried out in two stages in cooperatives and minimarkets around Universitas Gadjah Mada, and three designs of organic rice packaging based on consumer suggestions and following mandatory packaging aspects on rice according to Minister of Trade Regulation No. 8 of 2019.

October 10, 2023
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