The efforts of the East Java Provincial Government (East Java Provincial Government) to expand MSME access to the global market through the Communal Branding system have yielded results. Precisely on Wednesday (26/10/2022) last week, the 'Javeast Coffee' brand coffee product from the communal branding was successfully exported to Indonesia for the first time. Egypt. A total of 200 tons of East Java coffee with a value of IDR 6.2 billion were sent to Egypt in stages. Khofifah Indar Parawansa, the Governor of East Java, hopes that the results of this communal branding can continue to be expanded, not only targeting the agricultural sector. "In the future, this communal branding effort will continue to be expanded. Not only in the agricultural sector but also in other sectors," said Khofifah at the Grahadi State Building, Monday (31/10/2022). It is known that communal branding is the implementation of the East Java Empowerment program. Which is one of the main programs of East Java development in Nawa Bhakti Satya. The communal branding system is a one-brand program that is used by many business actors. Khofifah said, this program is a solution to improve product management, consumer management and brand management.
As for Javeast Coffee, it is a trademark used to market coffee farmers from three regencies, namely Sidomulyo Village, Jember Regency, Wonosalam Village, Jombang Regency, and Kare Village, Madiun Regency. The Governor of East Java explained that all this time efforts to aggregate the products of cooperatives and SMEs from the agricultural sector have often encountered obstacles. Especially when facing fluctuating market demand, especially related to large-scale production. Other efforts from the market side have also been made, but are very limited to small communities. So the number is very large and varied, and less competitive for export markets that require large capacity. "This communal branding scheme is a breakthrough from the East Java Provincial Government to answer the problem of product sustainability when it comes into contact with foreign markets, because product stocks will be supported by more than one business actor," he said. For this reason, various efforts to carry out communal branding continue to be carried out. The trick is to do a good mapping of product potential, the readiness of MSME actors, to the target market or market. Of course these commodities must have potential both in terms of production and market. Especially for commodities that have a wide market abroad. For information, data from the Association of Indonesian Coffee Exporters (GAEKI) states that East Java coffee exports from January to July 2021 in volume have reached 44,992 tons with a value of USD 90.29 million. Of the total exports, 1,805 tons of which are Arabica coffee, 30,832 tons of Robusta, and 12,283 tons of processed coffee.
