Coffee Producers Compete in National and International Markets

Coffee producers benefit from the increasing trend of drinking coffee in Indonesia and abroad. Large and small manufacturers are currently competing to fill in the export and domestic markets through several strategies.

Deputy Chairperson of the Indonesian Coffee Exporters and Industry Association (AEKI) Moelyono Soesilo, as quoted by Kontan, said large companies had begun testing the export of coffee in a small sealed bag (sachet). It happened after their domestic markets were stagnant. One of them is PT Mayora Indah Tbk (MYOR), which markets its coffee powder sachet products to Russia. Meanwhile, smaller-scale companies export coffee beans with a specialty label. The target market is narrower, but the value of the product being sold is far higher than the packaged coffee.