Context and purpose. Obtaining the private GAP standard for healthy product certification due to costs is out of reach in many small and mediumsized farms among smallholder farmers. GroupGAP has provided a much-anticipated alternative where operators and farmers' cooperatives can pay the cost of certification on a cost-sharing basis. Therefore, the purpose of this research was to explain the development strategies of GAP standard with emphasis on GroupGAP in the rice production system of Mazandaran province. Methodology/approach. Current research is qualitative and data analysis was conducted in the grounded theory method, during a three-stage process of open coding, central coding, and selective coding. The data collection tool included an in-depth and semi-structured interview with a qualitative content analysis technique, which was analyzed through Maxquda software. The statistical population of the research was 18 experts and specialists of the Agricultural Jihad Organization and managers of the Rice Farmers Cooperative Company of Mazandaran Province, who were selected by the purposeful sampling method. Findings and conclusions. After extracting the concepts of the content analysis of the interviews, 9 conceptual codes out of 30 initial codes were identified in the first stage of coding. After refining and merging, the codes were classified into 3 subcategories. These components include the Group certification system, the development of publicGAP programs and the development of private GAP. In the Group certificates, the two dimensions of contract system development and guaranteed purchase, the development of the cooperative company for the production of healthy products have been taken into consideration. It is recommended to strengthen the organizations and cooperatives of farmers and exporters, especially to strengthen young farmers and women organizations. Originality. Originality/innovation: Due to the importance of the GAP standard issue and farmers' problems in providing the audit fees and establishment of GAP certificate, so far, no comprehensive study has been carried out in Iran on the development of operational strategies for the establishment of GAP and GroupGAP. Therefore, the current research is an attempt to provide a useful framework in explaining GAP standard development strategies with the participation of farmers in adopting the government, private, Group and cooperative certification system.