West Java as a region that has very fertile agricultural potential produces many horticultural crop commodities. One of the results of horticultural crops, namely fruits. The existence of the potential of local fruits has not been well optimized by the government and the community in an effort to increase the level of welfare of fruit farmers. This can happen because the supply chain flexibility system for local fruit commodities is still limited due to the implementation of linear agricultural management communications. Agricultural management communication carried out by the West Java Regional Government in providing good local fruit commodities is not only carried out traditionally but is integrated with the use of communication technology through message management. This study aims to determine the role and function of public relations in the branding of agricultural commodities using descriptive qualitative methods. The results of the study show that local fruits native to West Java will become increasingly popular and can become new icons to increase local revenue from the agriculture and tourism sectors through the implementation of branding strategies that are continuously communicated to the public.
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