1. One Tambon
One Product
The Strengthening of
Grassroots Economy of Thailand
Concept & Practice
Presented by
Dr.Chamnan Wattanasiri
• Community Development Practitioner
• Civil Society / People Participation Actor
• Amateur Farmer

2. 77 Provinces = Changwad
Districts
,255 Sub-Districts
0,787 Villages
Amphoe
Tambon
Moo Baan

3. OTOP
Background
It all started in OITA prefecture.
“The Biggest Agriculture Area of Japan”

4. OTOP Background
Prefecture Government
Led by OITA Governor
Dr. Morihiko Hiramatsu
Initiated One Village One Product (OVOP)
in early 1980s

5. Nature of OTOP Scheme
• OTOP is a government-led and
supported project.
• OTOP is an agency-integrated project.
• OTOP is carried out to mobilize all
available resources from all sectors to
generate prosperity for grassroots
communities.

6. Background of OTOP
Before 2001
4 Decades of Production
with
Plus (+) and Minus (-)

7. Background of OTOP
Before 2001
Concerned government agencies
extended to reach communities:
Development of Local/Community
Group/Organization
Skill Training on Handicrafts:
weaving
and making in styles/patterns
our PLUS

8. Background of OTOP
Before 2001




Existing local/community occupational
groups in every Tambon
Villagers have knowledge and skills
Every Tambon has its local/community
products
Available government services (knowhow & field workers)
our PLUS

9. Background of OTOP
Before 2001
Over supply of local/community
products
 Low quality & No identity (uniqueness)
 Disintegrate & Overlapping
government services

our MINUS

10. Background of OTOP
Before 2001
Rural with Undesirable Consequences
 Low income  debt,  poverty
 Fading and Dying local wisdom
 Poor & Unattractive rural /agricultural
sector
 Rural-to-urban Migration
 Loss of Human Resource
our MINUS

11. Concepts Behind OTOP




Local & cultural products have future /
market
Every local community already has
uniqueness (local wisdom, culture, and
tradition) and local identity
Every local community has its local
product(s)
When connected to the market, local
producers develop both themselves & their
products

12. Roots of OTOP
• Diversity
• Identity
Unique Product
Variety
• Diversity
• Identity
People
Place
Culture
Nature

13. OTOP Product Characteristics




Reflect local identity (culture, way of
life, wisdom, etc.)
Use local materials
Environmental and social friendly
Chosen to represent the community
identity

14. Coconut-shell
Lamp
Combination of:
 Local materials of
low or no value
 Creative idea of
its use/purpose
 Creative design

15. Pottery + String
Weaving
Ceramics +
History

16. New Dimension of Pottery
Combination of:




Pottery making skills
(local knowledge)
Idea for new purpose
(decoration)
Local clay (local
knowledge)
New design (Local
identity)

17. Local Herbs
+
Local Knowledge
on Traditional
Medicine
Go
International

18. 5 OTOP Categories
Food (preservation, beverage)
 Fabric & Dressing Wear
 Decoration, Gift, Souvenir
 Herbal Product (non-medicine)
 Drink


19. OTOP Objectives





To create employment in local
communities
To strengthen (revitalize) local
communities
To promote local wisdom
To promote human resource development
To promote creativity of local
communities

20. Three Fundamental Principles

Local, Yet Global

Self-Reliance and Creativity

Human Resource Development

21. OTOP Producers
1. Community members
(individuals)
2. Community-based Occupational Groups
3. Community-based SME entrepreneur
who produces handmade products with
local wisdom, materials, and workers

22. National OTOP Committee
1. Administrative Sub-committee
2. Production Promotion Sub-comm.
3. Marketing Promotion Sub-comm.
4. Product Quality Development and Standard
Sub-comm.
5. Regional OTOP Sub-committee
•
Provincial Sub-committee
•
District Sub-committee

23. The Administrative Structure of
OTOP Scheme
National OTOP Committee
Provincial OTOP Sub- Committee
District OTOP Sub-Committee

24. “Agency Integration”













Office of the Prime Minister
Ministry of Finance
Ministry of Interior (Community Development Dept.)
Ministry of Agriculture and Cooperatives
Ministry of Industry
Ministry of Commerce
Ministry of Public Health
Ministry of Foreign Affairs
Tourism Authority of Thailand (TAT)
Ministry of Education
Ministry of Science, Technology and Environment
Board of Investment,
Etc.

25. 5 Categories of OTOP Products
Food
Beverage
. Fabric and Dressing Wear
4. Furnishing, Decoration
and Souvenir

26. OTOP Focus in 11-Year Road Map
2001 Ministerial Integration
2002
In search of OTOP
2003
OTOP Product Champion (OTOP)
2004
Standard Campaign
2005
OTOP Marketing Promotion
2006
In Search of Excellent OTOP (PSO & OVC)
2007
Knowledge – Based OTOP
2008
Entrepreneur Promotion
2009
OTOP Tourism Villages
2010
2011
OTOP Network Promotion
OTOP Value Creation for Creative Economy

27. OTOP Producer Registration Year 2010
Categories
Quantity
1. Community Based
Occupation Group
22,199 groups
2. One-person Owner
10,303 owners
3. SMEs
726 enterprises
Total
33,228 producers

28. OTOP Product Registration Year 2010
Catagories
Quantity
20,330 products
Food
3,073 products
. Beverage
3. Fabric & Dressing Wear
4. Furnishing, Decoration &
Souvenir
Non-Medicinal Herb
Total
21,386 products
31,334 products
9,050 products
85,173 products

29. The Activities of
OTOP
Market Promotion
Overall Operation
OTOP City Fair
OTOP Registration
Regional OTOP Fair
OTOP Product Champion
OTOP Midyear Fair
(OPC)
Entrepreneurship
Development
OTOP Village Champion
(OVC)
Knowledge-based OTOP
OTOP Tourism Village
Young OTOP Camp

30. OTOP Sale Figures (Baht)
2001
245 million
2002
16,714 million
(8 million $)
(557 million $)
2003
33,276 million
(1,109 million $)
2004
46,362 million
1,545 million $)
2005
55,104 million
1,837 million $)
2006
68,105 million
2,270 million $)
2007
71,460 million
2,382 million $)
2008
77,705 million
2,590 million $)
2009
63,009 million
2,100 million $)
2010
68,484 million
2,283 million $)
2011
70,487 million
2,349 million $)

31. Points for Development Consideration
From 2001-2006
Domestic Sale = 85.97 %
International Sale = 14.03%
 What does this tell us about development?
 What development approach should we take to
strengthen rural or grassroots economy?
 Or How should we approach to the
development of grassroots community?

32. • Product Classification System for Standard and Quality
• The system has Criteria & Indicators.

33. 5-star product
4-star product
3-star product
2-star product
1-star product

34. 1-star
(below 50)
477 products
2-star (50-69)
2,654 products
3-star
(70-79)
2,904 products
4-star
(80-89)
3,498 products
5-star
(90-100)
1,449 products
Total
10,982 products

35. Knowledge-based OTOP
(KBO)
OTOP
Producers
Private
Sector
OTOP
Producers
Govern
ment
University
Formatio
n
Stage
University
Private
Sector
Sustainabili
ty
Stage
KBO for Sustainability

36. OTOP
KBO
Contest

37. OTOP Village Champion: OVC
P-People
P-Place
Community can
become a tourist
People participation
attraction.
4 Ps
P-Product
P-Preservation
Existing prominent
OTOP products in a
community.
Community can
maintain its local
identity.
4-Ps for Community Strengthening

38. OTOP Marketing Promotion

39. OTOP Mobile to the Factory/
Department Store/Supermarket
OTOP Delivery
OTOP 2 Countries Relations
OTOP Distribution Center (DC)
Excellent knowledge of Thai heritage to the world
stage
Young OTOP Exchange Program to ASEAN
International Young OTOP Champion Camp

40. Existing social capitals – groups & local wisdom
Government’s Commitment - National Agenda
Agency Integration – Effectiveness
People/ Community Participation
Focused Policy on Grassroots Economy
Sufficient and Competent Government Field
Workers
 Knowledge Based Development of Products
 OTOP Brand

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




41.  Maintaining Standard & Quality
 Continuing Production for mass order
 Entrepreneurship Development
 Marketing Expansion
 Competitive Advantage – Brand & Image
 Knowledge Based Development of Products
(Technology)

42. Needed Support
 Packaging Design
 Entrepreneurship Training Program for
Entrepreneur & Officer
 Web Design & Technology
 Food science Technology

43. Q&A
Thank you for your attention