Analysis of competency gaps and development of an agricultural extension model for strengthening safe vegetable agribusiness management

Abstract

Currently, safe vegetable farmers face significant constraints in market adaptation and a lack of systematic mechanisms for collective learning. Despite high market demand, these farmers often lack concrete business management competencies. This research aims to analyze the competencies and competency gaps of exemplary farmers in safe vegetable business management, and to develop an agricultural extension model grounded in the Sufficiency Economy Philosophy to enhance their capacity for sustainable business management. Employing a qualitative research design, this study utilizes a multiple-case study approach involving in-depth interviews and participant observation. A purposive sampling technique was used to select 12 exemplary farmers, with data collection continuing until theoretical saturation was achieved between July 1 and 31, 2024. Data were analyzed through content analysis, cross-case analysis, and model synthesis. The findings identify four critical competency gaps: weak marketing management, limited innovation, price-taking behavior, and isolated learning. These insights led to the generation of new knowledge in the form of an extension model comprising four core components: (1) strengthening participatory organizations to build social capital, (2) production management grounded in knowledge and the sufficiency principle, (3) enhancing innovation and business acumen, and (4) strategic communication to build identity. This model shifts the role of agricultural extension agents from “technology transmitters” to “learning facilitators” and “network connectors,” thereby creating an ecosystem that fosters long-term, sustainable self-reliance.