Crispy Roll Kanom La (La Krob Hoy Rark): Guidelines for promoting Crispy Roll Kanom La of Group of Ban Si Somboon (Hoy Rark), Village No. 2, Hu Tung Subdistrict, Pak Phanang District, Nakhon Si Thammarat Province

Abstract

This qualitative research article aims (1) to investigate the techniques of making Crispy Roll Kanom La, (2) to analyze the challenges faced in its production, and (3) to propose strategies for promoting Crispy Roll Kanom La. The data collection methods employed in this study encompass interviews and participatory observations involving three groups: producers, consumers/distributors, and government officials engaged in promotion, totaling 16 participants. The content analysis revealed that the primary ingredients for Crispy Roll Kanom La include taro flour, glutinous rice flour, and sugar. Crucial equipment comprises a flour beating machine, a wooden pancake press, a frying pan, and a perforated tin for frying. The blending of ingredients follows individual household recipes. The pancakes are fried until they attain a golden yellow hue, then rolled and packaged for further distribution. Challenges encountered in making Crispy Roll Kanom La include the escalating cost of raw materials, excessive use of flour, reduced consumer demand due to the impact of the COVID-19 pandemic, outdated product labels and logos, as well as difficulties in preserving the tradition of making these pancakes. Strategies for promoting Crispy Roll Kanom La include organizing product displays and booths at various events, boosting sales through diverse promotions, and marketing products through online platforms. Moreover, all Crispy Roll Kanom La makers are encouraged to seek community product certification standards.