Currently, there’s a problem in our food system that it’s not balanced and therefore not sustainable. At the upstream of supply chain, most farmers, constituting to approximately one thirds of our population, employ agrichemicals in their production. These farmers face serious health problems
sue to prolonged exposure to the chemicals. They also suffer financial problems since most farmers cannot set price for their produce, which is normally set by the middlemen, and cannot control their production cost due to rising prices of agrichemicals. As a result, many farmers sell at a loss and their debt accumulation contribute to NPL and social problems of a national scale. Thailand is amongst the top users of agrichemicals in the world, resulting in grave environmental problems from accumulation of chemicals in soil and run offs into rivers. At the downstream of supply chain, consumers face serious health risks from toxic chemical residues in food. Hence, the unbalanced food system is the root of our health, environment, social and economic problems. It requires systems change and everyone in the food system must participate as collective leaders.
Sampran Model is an inclusive business model based on organic social movement and fair trade.
It aims to address health, environment, economic and social problems, resulting from our imbalanced food system.
Sustainable food system
Learning Society through Partnership and Fair Trade
The Sampran Model
Sampran Model intends to connect stakeholders in the local organic value chain through transparent and fair business transactions, empowering them to become change agents. These clusters of short value chains then connect for business and knowledge sharing, resulting in a learning society. The collaboration is managed locally by a facilitator who is usually a stakeholder in the business model and the countrywide network by the Sookjai Foundation.
Strategy and Tools
Sampran Model’s strategy is to build trust and partnership between stakeholders by way of using the Participatory Guarantee System (PGS). PGS is widely used globally so that organic farmers can show transparently their farming systems to consumers, bypassing needs for costly certiﬁcations by third party auditors. PGS primarily consists of agreed conditions amongst members of the organic farming group on how their farming activities are conducted. Sampran Model has been employing PGS since 2013 and sees it as an essential tool for driving the organic social movement. Our team of qualified officers work closely with farmers throughout. Our support helps farmers transition to organic agriculture, followed by production planning, growing, post-harvesting, processing, logistics, marketing and branding of the farmers’ groups. Sampran Model also serves as a platform to engage others such as customers, relevant stakeholders to take part in the PGS by participating in the farmers’ group meetings organised regularly at their farms. For information about the group meeting schedules, click
Sampran Model’s strategy to foster collective leadership is driven by the Social Movement Marketing (SMM). Here, key stakeholders such as farmers, businesses, and consumers get inspired to leave their comfort zone to become social movers, learn about different practices, act according to their scopes and interests, then share their experiences with others. Through learning journeys, farmers are empowered to become entrepreneurs, businesses are to embrace principles of inclusive business, consumers are engaged as active consumers, and all can eventually become collective leaders for change.
Now, with support of the National Innovation Agency (NIA), Sampran Model is developing a digital platform to support systems management of the Sampran Model and associated networks. The platform allows farmers to record their farming activities, enabling quality control, calculate costs and pricing, and plan future production that can suit market demands. Moreover the data can support application for organic certifications (if applied) and traceability system. Through its e-commerce functions, the digital platform can connect farmers with their customers, both businesses and individual consumers. Additionally, the social mover engagement system facilitates ongoing communications and activities amongst members of the digital platform. These include knowledge and information sharing, blogs and discussion boards, point collections and incentives. The digital platform aims to create an online community of social movers for this systems change.
Finally, capacity building and knowledge management are needed in order to further the organic social movement and hence Sampran Model Academy was established. The academy is primarily responsible for lesson learnt analysis and knowledge sharing (via learning materials, courses, workshops, and seminars) amongst the social movers in the organic value chains of Sampran Model and associated networks. Furthermore, the academy is working in collaboration with Universities to conduct research and data analytics (particularly from the digital platform). Built on Sampran Model’s continued experiences, key knowledge areas can be classified into the upstream (e.g. organic farming), midstream (e.g. inclusive business management), and downstream (e.g. organic consumption and marketing) of the organic value chains, as well as the underlying principles (e.g. circular economy, learning organization, collective leadership, systems change). For detailed information about the knowledge areas, click
Sampran Model was initiated in 2011 when Suan Sampran, a family-run eco-cultural property in Nakhon Pathom west of Bangkok, started buying fresh produce from the local farmers. This business-community partnership ﬂourished into a win-win collaboration where farmers were empowered to convert to organic farming, resulting in better health, environment and income whilst Suan Sampran beneﬁted from creative marketing, production differentiation and many new business opportunities including the Patom Organic Living range of products and services . Interests on the partnership model grew and Suan Sampran later became the ﬁrst property to have received funding from government agencies to further its mission. At present there are 15 groups of about 180 farmer households in Nakornpatom and nearby provinces joining the Sampran Model. Being a founding member of the Thai Organic PGS Federation, Sampran Model is also connected
to a countrywide network of organic farmers.
Sookjai Organic Market
Sookjai Organic Market was established as an additional, alternative outlet for farmers to sell directly to consumers. Situated in Suan Sampran, the market is able to attract both regular customers and tourists. It has offered a variety of products from fresh produce to processed and cooked foods. Not only that the market provides opportunities for consumers to buy organic food at reasonable prices, it has fostered a learning community whereby consumers learn about organic farming and farmers’ way of life while farmers gain insights about market demands.
Organic Tourism is an organic social movement amongst businesses in the travel industry which adopts the philosophy of the Sampran Model. Hotels and restaurants connect directly with local farmers, enabling the latter to convert to organic agriculture and thus improve their livelihoods. They then involve their customers by various activities such as organic farming workshops, chef’s tables and local farm visits which not only add to their new range of products but also enhance the understanding of importance of balanced food system. Here, businesses in the travel industry act as facilitators for their customers to become social movers, a unique and effective way to do customer relations management (CRM) and build trust in the organic value chain.
Our key partners include 15 groups of farmers in Nakhon Pathom and nearby provinces as well as others
in Sampran Model’s associated network such as the Thai Organic PGS Federation. As for businesses, we
collaborate with multiple hotels and restaurants who participate in the organic tourism movement.
Moreover, we work with consumers who act as social movers in this organic social movement.
In addition, Sampran Model collaborates with stakeholders throughout the organic value chain ranging
from government units to universities, business associations, NGOs, and media.