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Abstract
This study employs the SWOT analysis method and Likert scale to gather opinions from experts and relevant parties. The objective is to analyze and quantify the strengths, weaknesses, opportunities, and challenges in the current of organic rice production in Thua Thien Hue Province. According to experts, the strength identified as the most significant is the higher price of organic rice compared to traditional rice, scoring 3.92. The substantial economic benefits will motivate farmers to participate in the conversion to organic rice production in the province. Regarding weaknesses, experts unanimously agree that the most significant issue affecting organic rice production is weed management, evaluated with an average score of 4.23. The activities of organic farming and processing companies, such as Que Lam and Hue Viet, are assessed to provide significant opportunities (a score of 4.0) to stimulate the formation and development of organic rice production in the province. According to expert evaluations, the most prominent challenge is the "Lack of market information on organic rice (prices, sellers, brands)", with an average score of 4.0. Based on the results of this research, several suggestions for solutions to promote organic rice production in Thua Thien Hue Province have been proposed.