Corporate Social Responsibility (CSR) initiatives in elevating community capacity building: The case of chilli farming in Bukit Awang, Pasir Puteh, Kelantan

Corporate Social Responsibility (CSR) is a kind of initiative and strategy undertaken by a corporation to link the company with community at large. Various examples of CSR initiatives have been carried out by corporations. These efforts include developing work places, product marketing, conservation of the environment and community development. This article discusses chilli contract farming projects as a CSR initiative of a multinational corporation in Malaysia in developing farming community in Bukit Awang, Pasir Putih, Kelantan. A total of 45 farmers have been interviewed in this qualitative study. Thematic analysis of the data has found 19 basic themes related to farming comunity development which can be divided into four main categories. Each category represents capacity building of the community. Generally the farmers have gained opportunities to learn, improve their knowledge on chilli farming, develop their farming skills and the increased mastery of the skills after getting involved in the project. On this note, this CSR project is viewed as having succeeded in assisting the community in the study area to build and develop their existing farming capacities.