Tokopedia reveals the coffee sales trend in North Sumatra and the inspiring story of Medan MSME, Coffeenatics, who employs hundreds of local farmers and generates hundreds of millions in turnover!
Medan, 22 June 2023 – Indonesia is known as one of the largest coffee producers in the world. The 2023 report from the Central Statistics Agency (BPS) recorded that Indonesia's coffee production will reach 794.8 thousand tons in 2022, an increase of around 1.1% compared to 2021. North Sumatra is the third largest coffee-producing province, with 212.4 thousand tons or 26.72% of national coffee production.
According to Tokopedia's internal data from May 2023 compared to the average of January to April 2023, Gayo coffee has become increasingly popular among the residents of North Sumatra, including those in Medan and nearby areas. The number of transactions for this type of coffee has increased by almost 1.5 times.
“Local coffee has tremendous economic potential. On the other hand, in line with the government's efforts to increase the number of entrepreneurs in Indonesia, Tokopedia continues to intensify the Hyperlocal initiative so that more entrepreneurs, including coffee MSMEs in Medan, can create opportunities through the use of digital channels," said Tokopedia's Corporate Affairs Senior Lead, Rizky Juanita Azuz.
One of Tokopedia's Hyperlocal manifestations is the fulfillment service Dilayani Tokopedia. This service allows sellers to store products at Tokopedia's smart warehouse in areas with high demand so that sellers do not need to move to the capital city to reach a large market, and buyers can get these products more quickly and efficiently.
An example of a Medan MSME that utilizes Dilayani Tokopedia is Coffeenatics. This coffee business, founded by Harris Hartanto and Norita Chai in 2015, has significantly benefited from Tokopedia's Hyperlocal initiative, Dilayani Tokopedia, and succeeded in employing hundreds of local coffee farmers.
Collaborating with Hundreds of Coffee Farmers, Medan MSME 'Coffeenatics' Earn Hundreds of Millions in Turnover
BPS data for February 2023 shows that Medan's economy will increase by 4.71% in 2022 compared to 2021. Medan is the largest contributor to North Sumatra's Gross Regional Domestic Product (GRDP), 29.20%. "MSMEs such as Coffeenatics and the general public in Medan have played a vital role in supporting Medan's post-pandemic economy," explained Rizky.
Harris got the idea to establish Coffeenatics while studying in Australia. “The locals there highly value coffee culture, despite their country not producing coffee. As a coffee-producing country, Indonesia has the potential to produce exceptional local coffee, especially specialty coffee,” said Harris.
“I was always destined to return to Indonesia and set up Coffeenatics in Medan. We want coffee produced by local farmers to be the main choice of the Indonesian people," continued Harris.
Coffeenatics has various programs to empower local coffee farmers, including the Field Adoption Program in Aceh, Simalungun, Karo, and Bali. "This program is carried out to help farmers control the quality of coffee beans while helping to improve the economy of local coffee farmers," explained Harris.
Coffeenatics focuses on online sales through Tokopedia by using Dilayani Tokopedia to expand its market reach. "Since joining Tokopedia, Coffeenatics transactions have increased up to 3.5 times yearly," concluded Harris.
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About Tokopedia
Tokopedia is an Indonesian technology company with the goal of achieving digital economic equality. Tokopedia’s vision is to build a Super Ecosystem that enables anybody to start and explore anything. Tokopedia currently empowers millions of sellers and users via marketplaces, digital products, fintech and payments, logistics and fulfillment, and Tokopedia Partners. Tokopedia is a member of the GoTo group, the largest digital ecosystem in Indonesia that encompasses Gojek, Tokopedia, and GoTo Financial.
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Tim PR Tokopedia | pr@tokopedia.com