PERFORMANCE OF ADAN RICE MARKETING CHANNELS IN KRAYAN DISTRICT, NUNUKAN REGENCY

Abstract

 The Krayan subdistrict in Nunukan Regency is a major production area for adan rice, which has high economic value and strong competitiveness in the Malaysian and Brunei Darussalam markets. This advantage positions Adan Rice as an important contributor to residents' income. However, the success of adan rice farming depends not only on production aspects, but also on a supportive marketing system. This study aims to identify and describe the marketing channels
for adan rice and analyze their efficiency in the border region. The research location was selected purposively, taking into account the area's characteristics as a production center and border zone. Data analysis used a qualitative descriptive approach. The results of the study reveal two marketing channels for Adan rice. Channel I involves farmers, village collectors, and end consumers, in which farmers receive a price of IDR 16,600/kg, or 83% of the trader price, with an efficiency of 15%. Channel II is direct sales from farmers to end consumers, where farmers receive IDR 20,000/kg or 100% of the selling price, with an efficiency of 29.5%. The application of these criteria indicates that both marketing channels are efficient