The supply chain and its development concept of fresh mulberry fruit in Thailand: Observations in Nan Province, the largest production area

Abstract Nan province, the biggest cultivation area of fresh mulberry fruit in Thailand is located four districts: Chaloem Phra Kiat, Bor Klua, Tha Wang Pha, and Wiang Sa. The production yield about 848.6 kg/acre/year; however, it mostly sold as frozen product. Queen Sirikit Department Sericulture intends to develop a new marketing channel for fruit. present study was explore current situation supply chain management province propose model mulberry. To gather information management, operation reference (SCOR) utilized investigate members chains, including growers, primary middlemen, secondary customers. SCOR possibly identifies critical points five obstacles distribution mulberries that are improperly handled, affecting market channels product quality due lack suitable knowledge technology postharvest handling. Active packaging from previous introduced design model, found this could extend product’s shelf life preserve its freshness. Although cost active leads much higher on newly developed compared traditional chain, enhance channels, selling prices, provide growers with more benefits than chain.