The value chain study of Hom Thong’s Bananas in Phetchaburi Province under the Coronavirus disease 2019 epidemic situation

Abstract

This research aimed to study the value chain of farmers and Hom Thong’s bananas collectors and the impact of the COVID-19 epidemic affects the value chain of farmers and Hom Thong’s bananas collectors in Phetchaburi Province. The farmers and collectors are grouped by distribution channels: a general market, two agricultural cooperatives, and a private company. This research used a qualitative research method by using an in-depth interview with 32 purposive selected farmers and Hom Thong’s banana collectors. The results showed that farmers who sold Hom Thong’s bananas without price guarantees were most affected by the spread of COVID-19, especially in marketing, sales, and inbound logistics. For Hom Thong’s banana collectors, those who buy products under price guarantees are mostly affected by the spread of COVID-19, especially in marketing and sales. This research provides guidelines for Hom Thong’s banana collectors in Phetchaburi province to improve their production and distribution channels during the epidemic situation.