Stakeholders’ knowledge of organic rice quality in Indonesia

In recent years, the demand for organic rice has increased along with the increasing consumer awareness of it. However, information or knowledge systems regarding consumer expectations of the quality of organic rice have not been well developed. For this reason, this study aims to describe gaps in information or knowledge systems throughout the supply chain which is the strategy for developing the quality of organic rice. Focus group discussions were conducted with farmers, processors, and consumers, from which key information or knowledge was coded and weighted to describe which was the dominant factor for quality development. The study found that the definition of organic rice quality differs among farmers, processors, and consumers. The farmers tend to define the quality based on environmental context, but processors consider the attributes of the product, while consumers tend to focus on both the attributes of the product and the process.