This study was conducted by survey of several groups related to three issues. There were i) beef cattle production, ii) Management from the slaughterhouse to the sale and iii) consumers. The study also focused on realities that occur in the production of both beef and cattle of the Surat Thani province. The results showed that a number of cattle in Surat Thani province were 85,071 heads raised by 17,511 farmers. The most population of cattle was raised at Thachana district and Punpin district, respectively. Rearing of native cattle was double time popular than European crossed breed or Brahman breed. The numbers were 50,346 and 34,707 heads, respectively. Current trends, farmer began rebuilding blood of cattle from native to Europe hybrid. Most of the farmers were small holder farmers. The establishment of community enterprise involved 30 groups in 19 districts. The beef cattle of Surat Thani province were raised with 4 systems. The first system was leaving the cattle grassing under oil palm and rubber tree or natural grass field. Most of calves from crossbred and native cattle from this system were sold to fattening group. The artificial insemination was a method widely used for animal breeding, serviced by the department of livestock development (DLD) and agencies of the military service. The second system was a group of farm producing calves for sale to other farmer under DLD supporting to be the breeder. The third system was fattening beef by nose strap tied to stand in the pen or let all freedom in the pen. The male calves were collected from the first and second system or from the outside the area. Chumphorn province was the source of calves for fattening. The feeding system was fed by fresh grass and mixed concentrate. The concentrate was consisted with cassava chip and palm kernel cake. The palm oil waste and by product were major sources of raw materials for concentrate. During dry season and feed shortage, oil palm frond was used for a roughage or rice straw to replace grass. The fourth system was a cattle purchaser from outside for resell to the farmer in the area. This farm acted as a middleman in feed supply too. The cost of first 3 systems was workers, animals and feed. The group of fattening cattle, feed cost was higher than 60% and spent long time to fattening (up to 1 year). Most of farmers have more than one year experience and potential to produce quality beef cattle. Most of farmers (65%) did not feed concentrate to cattle, 30% of farmers provided grass field for cattle. Major problem of beef production was the market. Farmers considered it as the most important problems (90% of all problems). This was due to few numbers of merchants. Trading patterns were of 2 systems (sale contract and weight scale). Usually, contract system was used for native cattle and not fattening cattle. This contract trading gave more profit to traders. Weighing system was commonly used for trading a fattening cattle, mature and European crossbred weight about 500-600 kg. The price of fattening cattle was 45 to 52 Baht per kg. There was a merchant who bought fattening beef in Surat Thani province, another four merchants were from other provinces, such as Krabi, Phuket and Phang Nga. The native and non fattening beef price were 40 to 45 baht per kg by average, fattening beef price was around 48 to 50 baht per kg. The merchant bought cattle in Surat Thani province had his own slaughterhouse in the district. Quality of cattle was important to trade, however, there was not more than five heads in each time. Most of slaughterhouses were owned by private, only one slaughterhouse was under Nasan municipality. Average number of cattle slaughter of each province under the license was 2.9 heads per day, and actually, it was about 6.7 head a day. Most of local merchants preferred to purchase cattle from a small farm because of lower price. Most of fattening cattle were sold to a merchant from other provinces. View of most traders showed that Surat Thani cattle had set a high price and not profit making compared with cattle from Chumporn or Prachuap Khiri Khan province, this was due to lacking of cattle to collect and spending long time to travel. There was less number of merchant and they often miss an appointment, strong bargain and reduce price. Therefore, the market was in the purchasing power of traders. The trading process thus was simple, farmer made an appointment by calling the merchants, agreed with a price and moving animals to slaughter. Animal might be slaughter on that day or 2-3 days after moving. Cattle sent to Krabi were fattening for short term about 2 weeks before slaughter. Merchants had their own butcher selling meat in the market of each district and nearby. Only fresh meat was sold without any of the meat processing at Surat Thani province. Studies in the meat market revealed that most consumers were of the low market. Customers were people in most areas. Meat ball was a popular product for consumer. However, there was no meat processing factory in Surat Thani. Power of sale was determined by the decision of merchants. Farmers lost their confidence in the market and there was no clear target on raising cattle. These cause a reduction of cattle. Most of farmers were raising cattle mainly for passion manure as fertilizer to use for their rubber and oil palm plantation. The survey also found that there was not enough young calf for the market and lacking of the young calf for fattening. It was found that farmer have the sufficient knowledge and experience. The role of groups and farmer clubs were not clear and not much effect on development in the form of targeted groups and networks. There were no standard of slaughterhouse for cattle at Surat Thani province and neighboring provinces. However, private traders have the advantages of connecting to the middle market. Advantage of the Surat Thani province was the feed resources area such as oil palm by products from the factory, fresh grass in the palm and rubber plantation and etc. Factors relating the increase or decrease of cattle population were the price of rubber and oil palm. Normally, the beef cattle took at least 1 hour to manage while some farmers had to cut rubber and tired at the night. If the price of rubber and oil palm was higher than 70 baht per kg and 4 baht per kg, respectively, farmers would have the satisfaction on rubber and oil palm. While the price of cattle was still stable or falling down. The expansion of the main crop affected to the empty area for the cattle. A problem of long dry season caused a lack of roughage. Some farmers feel that the cattle became a burden, not the revenue. They feel that raring was not worth the time. However, the most important factor was the cattle market. Native cattle were trade on the cheap weight, 250- 300 kg, which would cost about 7,000-8,000 baht. In addition, traders would wait for buying cattle those loose on the fighting because they had good body weight. In summer, fighting cattle would be slaughtered more than usual and this decreased the sell volume of raising cattle. Therefore, low market was the main factor effecting the raising of quality of beef cattle. Most consumers also consumed less beef, regardless of grade of the meat. There were restrictions in raising cattle. Farmer spent longer time to take care rubber or oil palm plantation. The grassing land was limited and there was a long drought and food shortages. The concentrate price was more expensive. Palm kernel cake from Chumporn province which was sometimes in short supply, and oil palm factory did not sell it directly to farmers was used to feed cattle. It would be sold to factories that manufacture animal feed directly or sale in a quota system or middleman. Many restrictions in raising cattle resulted in an adaptation of farmer in order to sustain in the long run. Raising cattle in order to sell meat was changes to raising cattle sufficiently. Agriculture by products were used as supplement, mixing their own concentrate or selling manure which earn 4,000-5,000 bath per month from 5 breeding cattle. Farmer tried to reduce the raising cost by using supplement in the area for example decanter cake from oil palm mill, eventhough, it was not a proper way of feeding. Farmers in Punpin and Tachana district grown grass in young rubber or oil palm plantation. This was a good system which should be expanded. Other important factor was the extension policy Surat Thani policy was mostly focused on tourism, fisheries and oil palm. Therefore, the policies to support the livestock, especially cattle were rarely clear. The tourist was considered no affect to the animals because most of tourists travel to Koh Samui and Koh Phangan and the area of tourism was the beach, sea or on the island which had no effect on animals. In consumption of foreigner, consuming beef tenderloin was found in some area of Koh Samui. Clean and quality meat was needed for most consumers, restaurants in order to promote meat consumption. Another way of development was to expand the top and bottom market top and bottom market by increasing trade between the neighboring provinces. There were 22 slaughterhouses at Surat Thani province. There was only a slaughterhouse belong to Nasan mulnicipality. It was found that the actual killing of cattle was four time higher than license information. Cattle were killed about 2,000 head each year. Export of cattle was more than that imported. The export and import value was 5,671 heads and 488 heads, respectively. There were 25 butchers in 13 districts. They did both whole sale and retail 69.2%, only retail 30.8%. Most of their business started for 5-10 years and 96% using their own financial sources. Value of each purchase was more than 20,000 baht. The profit was about 1,500-2,000 per head of cattle. Most butcher bought cattle from Surat Thani province. The purchase of cattle each time was not more than 10 heads. The purchase price was the price that farmer agreed with the butcher. The quality of cattle was visually evaluated. There was no grading system. Purchase price was mainly on the breeding. However, weight and health of cattle were also considered. There was less competition among the butchers. The relationship between buyer and farmer was used to trade. When the buyer could not buy live cattle they may buy carcasses, however, price of cattle carcasses remained 110 baht per kg which was still expensive and it was not a profitable investment. Carcasses were supplied to restaurants, market and consumers. The delivery period was every 5 days. The sale was in cash. Wage costs in the killing cattle and carve was about 400-600 baht and 300 baht for transportation. Cost of electricity was usually about 100 baht and 100 baht for package. The other fee was average 300 baht by average. For killing one cattle, the total cost was about 1,000 baht. The consumers in Surat Thani province were mostly own private business with average income about 10,000 to 15,000 baht per month. They bought about 100-200 baht or about 1-2 kg of beef each time. They bought beef every 15 days or in uncertain. They like to buy tenderloin and hip. For meat product, meat ball was a most popular followed by salty meat and sour beef. Freshness of meat was first considered followed by trimming and breeding. The sale price was determined by the seller in the meat market, or there might be middle price announced by the local market prices. Factors affecting purchasing decision is freshness and healthy. The cleanliness of meat was first considered rather than convenience. In modern trade or the company, the purchasing value of all meat was up to 100,000 baht per lot, however, share for beef was about 10,000 baht. The source of beef was from overseas and local. Beef was purchased everyday. They purchased only Tenderloin and hip. The quality of meat was determined from freshness, trimming and fat. The standard purchase price was used, unlike general consumers. Purchasing depended on freshness, trimming, tenderness and grading of meat. Source of beef was also considered. Cleanliness and hygienic of places of store were emphasized. It must be value in quality and price. Discount price was also a main factor for buying. Promotion of beef was carried out by public relation staff. Meat was sold to restaurants much more than to a hotel or resort. The restaurant has an investment from 5,000 to 30,000 baht. Cash flow was less than 5,000 baht. Kour-Kling or dried curry, coconut milk curry were popular dishes. Generally, price per dish was 21-40 baht or 41-60 baht. The customer was local people. Each restaurant bought meat more than 500 baht each time. Beef was bought for about 200-300 baht and sometime was more than 500 baht which was about 2-4 kgs. Some restaurant bought beef more than 8 kgs. They bought by themselves from the local market. They usually bought tenderloin, sirloin and clave. For meat product, they usually bought meat ball followed by sausage and sour meat. They first considered freshness followed by tenderness and trimming. Factors affecting buying were freshness, hygiene, convenient and value price. For restaurants, consumption of beef was less than pork. Import beef were found in supermarket and hotel. Foreign tourist consumer bought the beef from Surat Thani province. They normally bought tenderloin and hip but not much volume. Therefore, most consumers were local people.