STRENGTHENING LOCAL RICE MARKETING THROUGH AGRIBUSINESS PARTNERSHIPS IN SEKUDUK VILLAGE

Abstract

This study aims to analyze rice market access and marketing channels and to formulate an agribusiness partnership model for strengthening local rice marketing in Sekuduk Village, Sejangkung Subdistrict, Sambas Regency. The study employed a case study approach with qualitative descriptive analysis. Data were collected through observation, interviews, documentation, and literature review involving rice farmers, farmer group leaders, collectors, and rice mill operators. The results show that farmers have access to collectors and agents and, under certain conditions, can sell directly to consumers. However, market access is not yet supported by fixed purchase contracts, transparent price information, institutionalized marketing coordination, and optimal use of digital media. The main marketing channel is Farmer → Collector → Agent → Rice Mill → Consumer. Farmers’ groups currently play a limited role in marketing but have potential to function as facilitators of information and communication. The proposed partnership model maintains existing marketing channels while strengthening the role of farmer groups in coordinating price information, quality standards, supply volume, collection schedules, and payment mechanisms. This model is expected to improve marketing coordination, price transparency, transaction certainty, and farmers’ bargaining position while maintaining farmers’ flexibility in determining the proportion of production marketed.