Head of Communications E-commerce Tokopedia and ShopTokopedia, Aditia Grasio Nelwan, said that Indonesia’s coffee potential is something to be proud of because coffee is one of Indonesia’s mainstay commodities which can produce 760 thousand tons of coffee in 2023.
“Tokopedia and ShopTokopedia see that there is potential that needs to be encouraged, we also invite local coffee industry heroes to see the potential of the coffee market and the coffee industry. “We continue to strive to provide a platform for coffee producers and sellers to reach a wider domestic market through various initiatives,” said Aditia at a Tokopedia and ShopTokopedia press conference commemorating World Coffee Day 2024 in Bandung, West Java, Monday.
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Aditia said that Indonesia’s coffee production competes with Vietnam and Brazil, with a variety of flavors from the top 10 coffee producing provinces such as South Sumatra, Lampung, North Sumatra, Aceh, Bengkulu, East Java, South Sulawesi, Central Java, East Nusa Tenggara and West Sumatra. .
The initiative taken by Tokopedia and ShopTokopedia is to provide a Buy Local platform, Tokopedia NYAM! and Tokopedia Coffee Fest which invites various coffee business actors to support national coffee products.
Apart from that, Tokopedia and ShopTokopedia also continue to intensify the “Postharvest Training and Coffee Bean Quality Improvement” program for local coffee farmers so that they can be more competitive by improving the quality of coffee beans. So far, Tokopedia and ShopTokopedia have provided training for more than 1,000 coffee farmers from Lahat, South Sumatra, and will continue to expand to other cities.
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“We made several colleagues from roasters and cafes, also provide a special Tokopedia Blend for Tokopedia buyers. “We are also encouraging Live Shopping to introduce coffee trends to the public,” said Aditia.
This feature is also utilized by one of the coffee MSMEs from Bandung, Fugol Coffee Roasters, to increase brand exposure. To attract new consumers, Fugol Coffee Roasters uses ShopTokopedia to increase awareness of product knowledge and knowledge about coffee beans through the short video feature on the TikTok application.
“Tokopedia contributes greatly to Fugol Coffee Roasters’ online sales. Per month, Fugol Coffee Roasters earns a turnover of up to hundreds of millions of rupiah. “In fact, Fugol Coffee Roasters has reached consumers spread across various regions in Indonesia, such as Aceh, Pemalang, Makassar, Bali, Labuan Bajo, and Papua,” said Fugol Coffee Roasters owner Jhon Richard Christhoper.
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Aditia said on ShopTokopedia, the number of coffee business players joining increased almost 1.5 times during the third quarter of 2024 with the number of transactions occurring in the Coffee subcategory increasing more than 1.5 times the same period.
Meanwhile, the Buy Local campaign also encourages coffee, chips, chocolate and chocolate snack products, cakes and instant hotpots to become the most sought after by the public in the Food and Beverage category on ShopTokopedia.
Through various initiatives, Tokopedia and ShopTokopedia will continue to collaborate with strategic partners to continue to help MSMEs and local business actors from various industries, including the local coffee industry, so they can contribute to the national digital economy as well as create opportunities and advance the welfare of the Indonesian people, including coffee farmers. ,” said Aditia.
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