Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Functional and Economic Benefits of Leading Food in the Time of the Covid 19 and New Normal Pandemic

Author(s): Dumasari Dumasari

One of the serious problems of the COVID 19 pandemics and New Normal is the scarcity and increase in staple food price. This problem motivated the research to be carried out in Banyumas Regency, Central Java Province, Indonesia. The research method is a descriptive survey. The results showed that most household increased their needs for superior staple food during the pandemic and New Normal. The highest demand for superior staple food is rice. Corn and cassava are also needed by a small proportion of the household. The increase occurred because of the panic reaction of the community. The panic euphoria of rice's priority staple food encourages consumers to buy in extraordinary amounts. Various problems hinder, ranging from decreased income, rising prices, decreasing supply scarcity, minimal market access, limited social relations, difficult transportation and minimal information technology. Fulfilment of the increase in the need for superior staple food is carried out through stock, replacing staple foods with instant noodles, buying with loans, and reduce consumption. A small proportion of household chose to grow their food, received COVID 19 donations, ordered via customer merchants and order delivery. The three superior staple foods provide functional benefits for consumption, stock, and donations. Yhe economic benefits for merchandise. Generousity of household is getting stronger. Part of the stock of superior staple food is distributed to residents in need. Generousity is the basis for developing a humanitarian movement to build a resilient food system.

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