| Summary: | Pineapple production is spread evenly throughout Indonesia, one of the widest pineapple farming cultivated by small farmers is in Jambi Province. However, the value chain was still a serious obstacle with the lengthy supply chain and existing intermediary traders. The direct survey was conducted in Tangkit village as the biggest pineapple production center. Data collection for this study was conducted during two field visits in September 2018 and June 2019 and continued with interviews in January and February 2020 using a snowball technique with 42 pineapple farmers, and 2 middlemen, 2 local traders, 2 wholesalers from outside the district of Jambi Province and 2 Pineapple processing local home industry players in the Tangkit village. Semi-structured interviews were conducted and completed with secondary data from previous research and literature from the same area. A Porter five forces model is used to develop better strategies by understanding and exploiting the conditions of pineapple farming. Research findings found that the pineapple products only focused on the local market. The pineapple can increase the value chain of pineapple farming by the strengths factor identified from the PFFM model. It will further strengthen the pineapple in the local market and the national market as a strategy to further enhance the competitiveness of the value chain in Jambi province.
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