THE CO-CREATION PLAYBOOK FOR COLLABORATIVE ACTIONS IN YOUR LOCAL FRESH MARKETS
Fresh markets are an important component of the local food system in this era. Currently, Thailand’s COVID-19 epidemic has become a challenge for the management of local food markets to attain safety for the merchants and customers, and keeping track with the changes in technological trends and consumer behavior i.e. attentive selection of healthy food products and increased usage of technology to facilitate everyday living. These are both obstacles and important opportunities for the development of the fresh market in these uncertain times. After COVID-19, fresh markets must be developed, sustainable and comprehensive, through cooperation with producers, consumers and local authorities to enable all parties to reach their full potential and address the challenges of the local food system.
Since the beginning of 2021, the United Nations Development Program (UNDP) in Thailand has developed a social innovation platform which aims to improve the design process and provide public services during the COVID-19 outbreak by systematically enhancing good governance at the local level, community resilience and cooperation in society. The goal is to upgrade the local food system in southern Thailand under the “Social Innovation Platform (SIP)”. Seeking shared values from various stakeholders is key to the platform’s approach and past related activities such as digital strategy design for upgrading food and service systems in Yala Municipality, promoting evidence-based design of local plans, implementing projects for food security and food safety at the sub-district level, participation of empowered youth by innovative processes to design new services, empowering farmers to create a participatory agricultural production standard system, developing potential food entrepreneurs in the community and exporting cultural and community narratives beyond borders, etc.
This co-creation playbook aims for a user-centric approach to finding trends in fresh market development with Service Design Process to meet the needs or solve problems of stakeholders through participatory practices. Co-Creation is another strategy that can develop the fresh market to the next level keeping in mind the changing behavior of people in the new normal era and/or future.