Sumber Ngepoh Village, Lawang District, Malang Regency, is known as one of the organic rice centers in this area. The Sumber Makmur II Farmer Group, located in the village, produces various types of organic rice, namely white, red, and black rice. Although the rice produced has good quality and free from hazardous chemicals, the results of the team’s observations over the past two years in the research and community service program show that the selling price of organic rice is still slightly higher than non-organic rice and the marketing reach of organic rice is still limited. This is due to suboptimal marketing.
Responding to this challenge, the Doctoral Service Program Universitas Brawijaya (UB) team led by Dr. Ir. Suhartini, MP., with members Prof. Dr. Ir. Nur Hidayat, MP., I Wayan Suyadnya, S.P., M.Sos., and Arief Setiawan, S.IP., MPS., also involved assistant lecturers, as well as undergraduate students in mentoring farmers as an effort to help farmers increase the value of organic rice through labeling by adding health and environmental benefits, as well as utilizing digital platforms to market products. Students involved in this activity are also students conducting research for their final assignments.
One of the steps taken is counseling, training, and mentoring for farmers regarding the creation of labels that include the health and environmental benefits of organic rice. Through this program, farmers are given an understanding of the importance of product knowledge about organic rice, both in terms of health benefits and its impact on the environment.
According to Suhartini, who is a Lecturer at the Faculty of Agriculture (FP) UB, farmers need to be assisted and supervised in labeling and utilizing digital platforms in marketing organic rice. In addition, efforts are also needed to register organic rice trademarks so that they are not counterfeited by other parties. The inclusion of health benefits and environmental benefits in the organic rice label needs to be done so that the selling price of organic rice can increase.
“With a well-managed digital platform, farmers can more easily reach a wider market, promote their organic rice, and increase consumer knowledge about the advantages of organic rice compared to conventional rice,” said Suhartini
Meanwhile, the Head of the Sumber Makmur II Farmers Group, Kemin Hardianto, said that the development of organic rice in the Sumber Makmur II Farmers Group was pioneered since 2007 through the implementation of the SLPHT (Integrated Pest Control Field School) Program. The development of organic rice cultivation continues the efforts of Sumber Makmur I Farmers Group which has previously developed organic rice since 1995. The success of the development of organic rice has also been recognized by the granting of an organic certificate from the Lesos Institution since 2017 until now, which is proof that their products meet nationally recognized organic farming standards.
“There are several obstacles in the development of organic rice, including the lack of interest of the younger generation in agriculture and obstacles in marketing organic rice such as limited marketing reach and competition with organic rice from other places. To develop online marketing is still constrained by equipment and also the need to provide internet data packages, expensive shipping costs and the consequences of having to be able to meet consumer demand,” said Karmin.
The benefits of organic rice for health include this rice is free from chemical contamination, especially chemical pesticides, so it is very safe to consume and good for health. In addition, organic rice has a high fiber content, which is very good for maintaining the digestive system. Organic rice can also reduce urea levels in the blood, which functions to prevent kidney disease. Moreover, organic rice also contains the mineral selenium which is useful in preventing cancer and diabetes.
On the other hand, organic rice cultivation also provides benefits for the environment. The use of organic farming methods helps reduce environmental pollution because it is free from chemical pesticide residues and chemical fertilizers. In addition, organic farming increases soil fertility in the long term, reduces the potential for water pollution so that water quality is maintained, and maintains ecosystem balance and encourages biodiversity.
In addition to focusing on labeling, the Doctoral Service team also provides training to farmers in creating and managing digital platforms to market their products. The use of digital platforms is expected to help farmers expand their market reach and increase the selling value of their organic rice products. Farmers are also assisted in utilizing digital technology to promote organic rice more effectively and efficiently.
With this program, it is hoped that the value of organic rice will increase and organic rice from Sumber Ngepoh Village can be known more widely, not only because of its high quality, but also because of its benefits for health and the environment. This program also aims to support the sustainability of organic farming, both in terms of the farmer’s economy and environmental sustainability. [zma/pon/UB PR/ Trans. Iir]
