Production systems, marketing, and extension strategies for lychee of the Large-Scale Lychee Farmer Group (NP 1), a Geographical Indication (GI) product of Nakhon Phanom Province

Abstract

 This study aims to describe the production and marketing system of lychee in the large-scale lychee farming group in Kham Thao Subdistrict, Mueang Nakhon Phanom District, Nakhon Phanom Province. It also seeks to identify challenges and propose strategies for Extension lychee cultivation among large-scale lychee farmers. Data on lychee production were collected from November 2022 to October 2023 through structured interviews with 51 lychee growers in the large-scale farming group (NP 1), as well as three key informants, including lychee collectors, lychee product processors, and middlemen. Additionally, a community forum was conducted with 20 stakeholders from relevant organizations. The findings reveal that the lychee production system in Nakhon Phanom can be classified into three main types: (1) fresh lychee production, (2) lychee sapling production, and (3) lychee blossom honey production. The marketing system can be categorized into three primary channels: (1) direct sales from farmers to consumers, (2) sales through the large-scale farming group, and (3) sales through middlemen. The marketing of lychee saplings follows two main channels: (1) sales through collectors and (2) direct sales from orchards or nurseries. Meanwhile, the marketing of lychee blossom honey is primarily conducted through two channels: (1) sales to orchard owners or government agencies and (2) sales to honey processing and packaging factories. Key strategies for Extension lychee production in Nakhon Phanom include: (1) developing a premium lychee brand to enhance value and competitiveness, (2) leveraging government support policies to strengthen farmers' capacity, (3) expanding processed lychee products to increase market opportunities, (4) enhancing lychee differentiation and credibility to improve market competitiveness, (5) reducing production costs and diversifying marketing channels to mitigate price fluctuations, and (6) improving knowledge and skills in pest control to maintain product quality.