Some Perspectives on Food Security For Children; The Case of Rendang For Kids in West Sumatera

Sari, Dessy Kurnia and Games, Donard and Rusdi, Atha Raihan (2019) Some Perspectives on Food Security For Children; The Case of Rendang For Kids in West Sumatera. In: CONFERENCE PROCEEDING 3rd INTERNATIONAL CONFERENCE ON SECURITY IN FOOD, RENEWABLE RESOURCES, AND NATURAL MEDICINES 2019 (SFRN 2019). pusat penelitian dan pengabdian pada masyarakat Politeknik Pertanian Negeri Kupang. ISBN 9786025126284

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Abstract

Rendang is known as one of the most famous food in the world. It is linked with spicy ingredients targeting adults. However, this is not always the case. There is now also the available brand of rending, which is targeting children instead of adults. Consequently, this brand needs to make sure that all elements in the product have also met the perspectives of parents regarding food security for their children. Parents are those who decide on buying foods for their kids. Thus, the objective of this study is to evaluate the concept of food security in the perspective of parents and the positioning of traditional food brands targeting children. This study uses a qualitative approach. Parents’ responses on social media and a branding strategy of the brand are evaluated in this research by using Content Analysis and Google Word Cloud Add-On. The findings indicate that there are some elements in food security for children such as non-MSG, halal, natural ingredients, taste, health aspect, flavor (not-spicy food). Perspectives of parents and positioning of food security designed by the brand were discussed. These results suggest that business people need to pay more attention to food security and healthy aspects of their products. Consumers are concern about food security for themselves and their whole family, especially for their kids. A broader study related to food security in a family life cycle would give an additional perspective to these findings.

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