The used data came from reporting news on online media and field data from interviews that were analyzed using NVivo 11. This study examines the policy communication process in the development of black rice farming in Sirampog Sub-district, Brebes District. Black rice is an excellent commodity that potential to resolve these health problems, therefore these matter become a challenge for the local government for its development. The problems of the degenerative diseases such as heart attacks and diabetes in Indonesia become a threat to public health and require alternative food like black rice.
