IS A SMALL-SCALE MICROGREEN BUSINESS POTENTIALLY PROFITABLE IN HUA HIN?

Many studies have suggested that there is a growing consumer interest in fresh, nutritional, and organic foods that supports health and longevity [1]. Micro greens also nicknamed ‘vegetable confetti,’ are baby versions of edible vegetables, which are 40 times more nutritious than a fully grown vegetable. Micro greens, though commonly used in Western cuisines, has great potential of being integrated into Asian cuisines and could lead to a profitable market in Asia if promoted well [1]. The main research question in this research paper is: Is a small-scale micro green business potentially profitable in Hua Hin, Thailand? This paper investigates the question by conducting an online survey to explore the consumer behaviour of individuals in the geographic area, a literature review on peer-reviewed research papers on micro green businesses, and field research to investigate the micro green market in Hua Hin.  This paper concluded that a small-scale micro green business has the potential to be profitable in Hua Hin if the micro green product is promoted efficiently which includes spreading awareness of the nutritious values of the product. The paper provides different strategies to be implemented to achieve product awareness such as organizing a service project, creating a community, involving trusted experts and government reinforced projects such as the Chang Hua Man Royal Project.