Value Chain and Customer's Perception towards Organic Livestock Foods

Due to food safety and environmentally conscious, many people prefer organic consumption which affects the increase in its demand. In Thailand, the growth rate of organic land, as well as organic livestock, has continuously increased. Organic livestock becomes more important since consumers tend to be aware of food safety. This research aims to study the business processes of organic livestock food supply chain, specifically a case of organic poultry and egg by using Integration Definition for Function Modeling (IDEF0), to examine the expert's opinion on motivation and value proposition toward organic livestock foods from the food service business's viewpoint, and to survey the knowledge and value perception toward organic livestock foods from the consumer's viewpoint. The result shows that the food service's motivation to adopt organic livestock and value proposition which are food safety and high quality including nutrition, texture, and taste. In addition, the knowledge and value perception of organic livestock foods has been indicated by the end consumer. The information from food service business and end consumer's viewpoint will become a guideline to stimulate the organic livestock consumptions.