Coffee enthusiast and business practitioner, Faizal, emphasized that the future of Indonesia's coffee industry relies on the integration of technological innovation, premium marketing strategies, and access to international market data. He shared these views during the Regional Economic Discussion forum organized in collaboration with Hasanuddin University at Red Corner Cafe, Makassar.
Faizal highlighted the successful application of coffee fermentation technology based on Hasanuddin University's research in Baderan Village, East Java. This innovation proved capable of significantly boosting the farmers' selling price of coffee from IDR 140,000 to IDR 190,000 per kilogram. According to him, technology-based downstream processing is the main key to providing direct added value to upstream farmers.
Furthermore, he emphasized that product quality alone is not enough to win the market. Entrepreneurs need to build a strong brand narrative through elegant packaging design and marketing strategies capable of representing the premium side of Indonesian coffee products. For him, a product must possess emotional value so consumers are willing to pay a higher price.
In the context of global expansion, Faizal highlighted the lack of market intelligence data available to local business actors. He revealed that limited information regarding overseas consumer preferences and distribution channels remains a major obstacle. Therefore, he encouraged collaboration between entrepreneurs and diplomatic representatives to map out more accurate export opportunities.
In closing, Faizal outlined three main strategies to strengthen the national coffee ecosystem: replicating successful downstream models, connecting innovators with creative business actors, and expanding international networks through economic diplomacy. He expressed optimism that through cross-sector collaboration, Indonesia can build a sustainable specialty coffee ecosystem that brings prosperity to farmers.
