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Creating Agricultural Product Innovations and Business Development: A Case in Farmer Women Group

The Covid-19 pandemic implies a decrease in family income, resulting in social problems such as unemployment and poverty. This study aims to describe the process of creating product innovation carried out by groups of women farmers by using the land around the house to grow vegetables and the challenges they face. The study was conducted on a group of female farmers in Bantul, Yogyakarta using a qualitative analysis approach. Data collection techniques used observation, in-depth interviews, and focus group discussions. The results of this study indicate that the crisis conditions and knowledge play an important role in the creation of innovation in agriculture. The diverse knowledge of the members creates new product and service innovation ideas. Universities, local governments, and industry play a role in encouraging the creation of innovation and the formation of joint ventures so that members get economic benefits. The women farmer groups have grown their roles, not only as social organizations but also in business organizations.