Marketing of red rice varieties in Subak Jatiluwih

Jatiluwih Village does not have a large area but is known to be a major producer of brown rice whose marketing has penetrated the international market. The success of Subak Jatiluwih brown rice production is inseparable from the existence of efficient marketing channels. Marketing channels can determine the level of income received by farmers. This study aims to determine the pattern of brown rice marketing channels and analyze the efficiency of brown rice marketing channels in Subak Jatiluwih Penebel District, Tabanan Regency. The methods used in this study were marketing channel analysis, market structure analysis, and marketing efficiency analysis (marketing margin and farmer's share). The research respondents totaled 98 people consisting of 84 farmers (using the Slovin formula) and 14 traders (using the snowball sampling method). Marketing institutions involved in the marketing of brown rice in Subak Jatiluwih Penebel Sub-district, Tabanan Regency are village-level intermediary traders as many as nine people, and retail traders as many as five people. The results of the study there are three marketing channels. The marketing structure of brown rice in Subak Jatiluwih District Penebel Tabanan Regency at the farm level leads to a medium concentration oligopoly market structure.