Strengthening Marketing Strategy and Packaging of Organic Vegetables in Sekar Arum Farmer Group
Abstract
The transformation of agribusiness marketing requires farmer groups to integrate digital strategies and product differentiation through packaging. However, many small-scale farmer groups remain production-oriented and have not yet strategically managed their marketing. This community service program aimed to strengthen the marketing capacity of the Sekar Arum Farmer Group through training on marketing strategies and practical packaging innovation. The method employed a participatory approach consisting of surveys and interviews, training sessions, packaging practice, and reflective evaluation. The activity was conducted on December 8, 2024, in Yogyakarta City. The results indicate that, before the intervention, marketing was conducted conventionally, without product identity packaging or social media as promotional tools. After the program, group members demonstrated improved understanding of product differentiation and of communicating value to consumers. The introduction of packaging with a group identity label marked an initial step in establishing clearer product positioning in the market. Through this differentiation, the products gained the potential to generate higher added value and create opportunities for more competitive pricing compared to bulk sales. Although social media optimization is still in its early stages, the intervention has encouraged a shift from a production-oriented to a market-oriented mindset in agribusiness. Overall, strengthening capacity through training and practical application provides a strategic foundation for sustainably enhancing the competitiveness of organic vegetable products.
Keywords:
digital marketing, product packaging, organic vegetables, farmer group, capacity buildingDownloads
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Copyright (c) 2026 Lintia Putri Nanda, Diah Ayu Kumalasari, Nurul Azizah, Rama Wijaya, Anugrah Sastri Yansa, Ade Berkat Ely Waruwu, Andri Zuliadi (Author)
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