The quality analysis of “JOSS” (Jatisarono Organik Sehat Sejahtera) organic rice

Consumption of organic rice continues to increase accompanied by the increasing number of organic rice products in the market. This results in increasingly tight competition for organic rice product. One of the efforts for a new product to be accepted by consumers is by paying attention to its quality. In addition, it is also necessary to know the level of consumer acceptance on the product. The main subject of this research is JOSS Organic Rice, a local product from Yogyakarta Special Region that is currently in the phase of introduction to the market. The purpose of this study is to conduct an analysis of the quality profile of JOSS Organic Rice and its level of consumer acceptance. The rice samples used in this study are white organic aromatic rice from JOSS Organic Rice (Menor), Brand X (Mentik Susu), and Brand Y (Pandan Wangi). The samples have the same limitations in terms of location, price, and production period. The physical quality testing includes attributes such as rice color, rice dimensions, and rice hardness. Meanwhile, the chemical quality testing includes moisture content, whiteness, and cooked rice shelf life. Rice dimensions are calculated using ImageJ, hardness is tested using a Universal Testing Machine, moisture content is measured using an moisture analyzer, rice color is assessed using a chromameter, rice stickiness is measured using a spektrofotometer. JOSS Organic Rice has the characteristic of having a dull white color, medium rice grain shape, but it tends to break easily. The texture of the cooked rice from JOSS Organic Rice is not too sticky nor too loose. Based on consumer acceptance tests, JOSS Organic Rice scored highest in rice stickiness, while the attribute related to rice appearance had the lowest consumer acceptance score. These results proved that the most disliked of JOSS Organic Rice’s appearance surprisingly resulted in the most preferred cooked rice by consumers