Objective - The purpose of this paper is to investigate the ways rice producers work with other stakeholders to maximize business potential of rice agribusiness by identifying problems, suggesting solutions, and developing a stakeholders' participatory framework as a guideline tool for the implementation.

Methodology/Technique - We conducted a mixed method of qualitative and quantitative research, which was structured in accordance with participatory processes. First, we identified rice agribusiness underlying problem from the supply side through interview to the rice producer and retail observation; and from the demand side by assessing consumer preference through focus group discussion followed by survey to 396 respondents using conjoint analysis. Then, we held stakeholders dialogue involving 56 farmers and 17 cooperative employees.

Findings - This research identified key stakeholders and the way they participate in 3 areas of rice agribusiness, i.e., rice production, skill and knowledge, and marketing strategy to position the authentic characteristics of Pandan Wangi rice from West Java, Indonesia with Geographical Indication certification as signal of quality for its target market.

Novelty - This paper contributes a different approach of stakeholders' participatory framework by focusing on the specific area of participation in rice category.

Type of Paper - Empirical.

Keywords: Consumer Preference; Geographical Indication; Participatory Framework; Rice Producer; Stakeholders

JEL Classification: M31, Q13

URI: http://gatrenterprise.com/GATRJournals/JBER/vol5.4_6.html

DOI: https://doi.org/10.35609/jber.2021.5.4(6)

Pages 59 – 68