Reporters: Dr. Wichulada Thavaroj, Ms. Panyaras Luekhajon, Mrs. Rungtip Wuttanaworakit, Asst. Prof. Noppadon Podkumnerd, Asst. Prof. Jasada Romyen ,Mr. Jessada Montralak
Evidence Date: during 2023 Dec 15
Related SDGs:
Related Indicators: 2.5.4
Details:
The “White Dok Ka Chicken” breed has been developed by a research team from RUTS (Sai Yai campus). This team received funding to expand their research on Appropriate Technology under a project focused on promoting local chicken production to enhance sustainable community economic development in Southern Thailand, supported by the Area-Based Development Fund Management Unit.
On the evening of December 15, 2023, Dr. Napaphat Chuaichuanu, the project leader, along with the research team, including Associate Professor Dr. Jareewan Chankong, organized an event titled “Promotion and Marketing Activities for White Dok Ka Chicken” at the Majerny Café in Trang Province.
The research project received cooperation from various media outlets, which attended the event to learn about the background of the White Dok Ka Chicken and help raise awareness about it, both within and beyond Trang Province.
Additionally, the research team identified opportunities for expanding the production of local chickens for distribution by engaging with restaurant operators in the Trang area. One such model operator is the owner of the “Majerny” Thai Southern Cuisine restaurant, who has emphasized sourcing high-quality local ingredients for their unique menu. The restaurant has been trialing the White Dok Ka Chicken for approximately four months, receiving positive feedback from customers.
To further promote awareness, the team organized an event to showcase signature dishes made from the research’s produce, branding the chicken simply as “White Chicken” for easier recognition. Featured dishes included “Steamed White Chicken with Majerny Sauce,” “Coconut Curry White Chicken,” and “Chinese Herbal Stewed White Chicken.”
This initiative aims to support and enhance distribution channels for local chicken producers while raising consumer awareness of this quality local product, which is a safe new alternative characterized by its large breast, firm and tender meat, and non-chewy texture. Information can be found on the Facebook page “Southern Local Chicken.”
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