Designing a Community-Based Business Model for Pelleted Horse Feed Using Local Raw Materials in Lamphun Province, Thailand Worapong Yongyot(a), Nathitakarn Phayakka(b), Daranrat Jaitiang(b), Saowaluck Yammuen-art(a*)
a)Department of Animal and Aquatic Sciences, Faculty of Agriculture, Chiang Mai University, Chiang Mai, Thailand, 50200
*saowaluck.y[at]cmu.ac.th
b)Department of Agricultural Economy and Development, Faculty of Agriculture, Chiang Mai University, Chiang Mai, Thailand, 50200
Abstract
This study designs a community-based business model for pelleted horse feed produced from locally available raw materials in the horse-breeding community of Ban Thi District, Lamphun Province. A quantitative approach was employed through experimental feed formulation using ground maize, rice bran, and soy sauce by-product meal, followed by pelleting and evaluation of cost efficiency and feed quality. Analytical results indicate value creation across products, service, human resources, and brand image, with the model structured according to the nine components of the Business Model Canvas. The pelleted feed is nutritionally balanced and safe, and a direct farm delivery service is feasible within existing breeder networks. Packaging that preserves quality and palatability supports a consistent customer proposition. Cost-benefit comparison shows a reduction in horse-raising costs of approximately 10-20% relative to commercial feed, suggesting economic viability at community scale. The proposed value chain enhances local agribusiness capacity and farmer income while supporting the long-term sustainability of the horse-breeding sector. The study bridges animal nutrition and agribusiness by demonstrating how localized feed formulation and organized distribution are integrated into a coherent business model, providing a practical prototype for livestock-based rural development.
Keywords: pelleted horse feed, equine nutrition, agribusiness, value chain, Thailand
