Model and strategies for the development of coffee in Jambi Province to respond the global market demand

Rosmeli Rosmeli

doi:10.22437/ppd.v7i3.8666

Abstract

Indonesia is one of the world’s top coffee producing countries after Brazil, Vietnam, and Colombia. Although not as the largest coffee producers, Jambi Province has three types of coffee as the region’s mainstay product, namely Robusta coffee, Arabica coffee, and Libtukom (Liberika Tungkal Komposit) coffee. The demand for these three types of coffee is quite high. However, there are various problems faced including low land productivity, crop failure, and distribution channels that are not profitable for farmers. Based on this, the study aims to formulate a model and strategies for developing Jambi Province’s coffee. Main data used were derived from coffee farmers, experts and stakeholders, and related agencies. Data were analyzed using SWOT and QSPM analysis. It was found that there are eight priority strategies for developing Jambi Province’s coffee, namely 1) cutting off distribution channels, 2) working directly with relevant agencies, 3) increasing promotion of Jambi’s coffee, 4) coffee as one of the Jambi Province icons, 5) coffee product innovations, 6) cooperation with export destinations, 7) improving knowledge and processing technology, and 8) improving human resources.

Highlights

Coffee is an agricultural commodity that has an important role in the Indonesian economy
Large coffee production in Indonesia is the main capital for the coffee industry development, especially for Arabica and Robusta coffee
There are eight strategies for developing Jambi Province’s coffee. Those strategies are cutting off distribution channels, working directly with relevant agencies, increasing promotion of coffee as one of the Jambi Province icons, cooperation with export destinations, coffee product innovations, improving knowledge and processing technology of coffee, and improving human resources

Summary

INTRODUCTION

Coffee is an agricultural commodity that has an important role in the Indonesian economy. More than 90 % of the total plantations are cultivated by smallscale growers who own about 1-2 hectares of land This has an impact on difficulties to safeguard stable production volumes and quality; its competitiveness in international market is less strong (Indonesia Investment, 2018). Most of Indonesia’s coffee production is exported to foreign countries and the rest is marketed domestically. Arabica, and Libtukom (Liberika Tungkal Komposit) Coffee are produced there and become the regions’ mainstay. These three types of coffee are planted each in different regions. Jambi Province’s coffee plantations cover a total area of 26,666 Ha, consisting of 22,521 Ha of Robusta plantations, 1,535 Ha of Arabica plantations, and 2,610 Ha of Libtukom.

METHODS

AND DISCUSSION

Findings

CONCLUSION AND RECOMMENDATIONS