IO, Jakarta – The Ministry of Tourism and Creative Economy, together with the Ministry of Industry, has rolled out the #SatuDalamKopi (united in coffee) campaign as a joint effort to advance Indonesian coffee while at the same time helping the national coffee industry players to keep moving amid the ongoing COVID-19 pandemic.
The national campaign initiated by the Ministry of Tourism and Creative Economy/Tourism and Creative Economy Agency, together with the Ministry of Industry and supported by Tokopedia, involved almost 1,000 coffee industry players from various regions of the country. It will extend for seven days, from 20 to 26 April 2020.
Tokopedia will facilitate the online sale of local coffee from industry players. A special page for the #SatuDalamKopi campaign is also provided to hold all the information that makes it easy for users to select from a variety of local coffee products. Coffee lovers can also liven up the #SatuDalamKopi campaign.
Minister of Tourism and Creative Economy Wishnutama Kusubandio said in the current situation all parties are expected to create an ecosystem that is conducive to supporting local industries so that local products can become leaders in their markets. “Many aspects must be strengthened to ensure that local products survive and stay competitive as well as maintaining Indonesia’s economic growth,” Wishnutama said.
Indonesia is one of the largest coffee bean producing countries in the world with very rapid growth of the coffee processing industry in recent years. Data from the International Coffee Organization in 2017 shows that Indonesia is among the top 4 coffee-producing countries in the world.
However, the COVID-19 pandemic is certainly a challenge for every level of society, including the coffee industry. “The #SatuDalamKopi campaign is expected to help the local coffee industry to promote its products and maintain sales and price stability,” Wishnutama said.
Separately, Minister of Industry Agus Gumiwang Kartasasmita explained how currently 1,204 small and medium-sized coffee businesses process local coffee beans from farmers in various regions in Indonesia. “The #SatuDalamKopi campaign is a clear example of how we can jointly take part in promoting the marketing of local coffee products through cafes, coffee shops and the wider community, which in turn will have an impact on the local coffee industry and the entire supply chain, so that economic activity continues, “said Agus Gumiwang.
Meanwhile, Tokopedia’s CEO and Founder, William Tanuwijaya, revealed that this joint initiative with the government and local coffee industry players is in line with one of Tokopedia’s top priorities in the #JagaEkonomiIndonesia campaign, which is to drive the wheels of the Indonesian economy and ensure employment is maintained by enabling local business people to continue to do business through Tokopedia. “We are also committed to ensuring that people can meet their needs without leaving the house,” he said.
In this campaign Tokopedia also provides assistance, access, and education needed including improving the quality of production to marketing, as well as providing features that make it easier for local coffee industry players to reach more buyers.