{
    "success": true,
    "data": {
        "id": 2012028,
        "msgid": "indonesia-seeks-stronger-global-brand-for-coffee-1790794455",
        "date": "2026-09-30 21:17:17",
        "title": "Indonesia seeks stronger global brand for coffee",
        "author": " ",
        "source": "GALERT",
        "tags": "",
        "topic": "Trade",
        "summary": "The Indonesian Ministry of Trade is launching a strategic initiative at Trade Expo Indonesia 2026 to establish a unified national brand for Indonesian coffee. The programme aims to move beyond regional recognition to strengthen the country's global market position and increase export value through processed, value-added products.",
        "content": "<p>Tangerang, Banten (ANTARA) - The Ministry of Trade is using Trade\nExpo Indonesia (TEI) 2026 to launch a strategic effort to unify and\nstrengthen the global branding of Indonesian coffee under a national\nidentity.<\/p>\n<p>The ministry\u2019s Director General of National Export Development\nFajarini Puntodewi emphasized that international consumers have\ntraditionally recognized Indonesian coffee beans by specific regional\nnames rather than a unified national origin.<\/p>\n<p>\u201cThe world knows Brazilian coffee, Colombian coffee and Ethiopian\ncoffee. When looking for Indonesian coffee, people often search for\nMandheling or Toraja coffee; while searches for \u2018Indonesian coffee\u2019\nitself are rare,\u201d Fajarini said after the TEI 2026 press conference in\nJakarta on Wednesday.<\/p>\n<p>Fajarini said establishing a unified identity for Indonesian coffee\nat TEI is important to ensure national coffee products become easily\nrecognizable and strengthen their position in global markets.<\/p>\n<p>\u201cSo, this could be the moment for us to start branding Indonesian\ncoffee,\u201d she said.<\/p>\n<p>To support the initiative, the 41st edition of TEI, scheduled for\nOctober 14\u201318, 2026, at the Indonesia Convention Exhibition (ICE) BSD\nCity in Banten, will feature a dedicated exhibition area for coffee, tea\nand cocoa products.<\/p>\n<p>The designated area will host various promotional activities and\nbuyers\u2019 sessions throughout the five-day event.<\/p>\n<p>Beyond branding, the Ministry of Trade is seeking to increase the\nvalue of specialty raw bean exports by expanding into value-added\nprocessed products, such as packaged ground coffee and ready-to-drink\nbeverages.<\/p>\n<p>\u201cAs more ready to drink products become available, their market value\nwill naturally increase,\u201d Fajarini said.<\/p>\n<p>Data from Statistics Indonesia (BPS) shows that Indonesia exported\n208,100 tons of coffee from January to July 2026, valued at US$1.0\nbillion.<\/p>\n<p>Coffee export value reached a monthly peak of around US$221.4 million\nin July.<\/p>\n<p>Coffee production reached 832,675 tons across 1.27 million hectares\nin 2025. Officials noted that yield fluctuations persist due to weather\nvolatility.<\/p>\n<p>The Agriculture Ministry projects total coffee cultivation area to\nreach 1,281,491 hectares in 2026.<\/p>\n<p>However, government mapping indicates that around 28 percent of\ncultivated areas face potential dry conditions between September and\nNovember 2026, prompting reinforced climate-adaptive farming practices\nto safeguard national production.<\/p>\n<p>Related news: Trade Ministry introduces AI services at TEI 2026 for\nthe first time<\/p>\n<p>Indonesia seeks stronger global brand for coffee<\/p>\n<p>September 30, 2026 20:28 GMT+700<\/p>\n<p>Trade Ministry\u2019s Director General of National Export Development\nFajarini Puntodewi speaks to journalists following the Trade Expo\nIndonesia (TEI) 2026 press conference in Jakarta on Wednesday (September\n30, 2026). (ANTARA\/Aria Ananda)<\/p>\n<p>Translator: Aria Ananda, Yashinta Difa<\/p>",
        "url": "https:\/\/jawawa.id\/newsitem\/indonesia-seeks-stronger-global-brand-for-coffee-1790794455",
        "image": ""
    },
    "sponsor": "Okusi Associates",
    "sponsor_url": "https:\/\/okusiassociates.com"
}