Main Article Content
The business development of brittle-red guava plantation facing complex challenge from cultivation to selling, and increase economical losses. This research identifies the potentials and problems, that guava-farmers faced during the plantation development. There were 120 guava farmers involved as respondents from four sub-district in Sukorejo as largest guava center: Bringinsari, Kalipakis, Pesaren and Trimulyo. The data was collected through in-depth interview, questionnaire and focus group discussion, then were analyzed using SWOT and analytical hierarchy process (AHP) analysis. There were five major categories, includes: education and training; plantation production; farmer groups (FGs) development; business profitability; and promotion and marketing, may contribute in business of guava plantation. Interestingly, the farmers high motivated and confident conducting their business with no significantly technology improvement, low budgeting and low profit. Most of them have low education background that being obstacle for improving their business especially for marketing and promoting. Based on the AHP analysis, increasing business profit was chosen as the first problem should be overcome followed by improvement in marketing and promoting. It was relevant, considering guava business has long fluctuated condition. The priority activities shall be conducted such as business training, farmer group reactivation and post-harvesting diversification product to overcome the problems.