Black rice is one of the alternative food that can help to overcome the problems of degenerative diseases, such as heart attacks and diabetes that caused by food consumption and unhealthy lifestyle because it has high anthocyanin and fiber content. This study proposed a sensemaking theory to understand program coherence in the organizational communication. Phenomenology was used to find out how sensemakers were involved in understanding the development of black rice farming program in Sirampog Sub-district, Brebes District. Through an in-depth interview process, analyzing seven characteristics of sensemaking and the trigger of sensemaking is applied to sort out the information that causes ambiguity and uncertainty that were analyzed using NVivo 12. The results showed that to achieve coherence of sensemakers are influenced by indigenous knowledge, various constraints of program development, equivocality, and program information in choosing the sensible actions. Retrospective and extracted cues affected the sensemakers in the sensemaking process, driven by plausibility applied to collect various information. The propose framework is the sensemaker coherence by implementing a collective action among the sensemakers in order to achieve sustainable development of black rice farming program.