Development status of coffee industry in Indonesia-the way of coffee brand development in Indonesia-recommendation of coffee beans in Indonesia

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Indonesia is the main producer and exporter of global coffee. In the process of globalization, its unique coffee has not only obtained the opportunity of rapid development, but also faced with the challenges of intensified international competition, production capacity and added value to be improved.

Indonesian coffee has an "international gene" from the very beginning. Data show that in 1696, the Dutch VOC Trading Company shipped the first batch of coffee seeds to Java, Indonesia. At that time, Indonesians called this new crop "KOPI", which is still used today. Due to the fertile soil and suitable climate, coffee crops were rapidly planted in the coastal areas of northern Java, and the surrounding areas of Jakarta and Jingliwen once became the main producing areas for exporting high-quality coffee beans to Europe at that time. Since then, the coffee growing industry began to develop outside Java. The different climate and soil conditions of different producing areas make Indonesian coffee varieties and taste show a situation of "a hundred flowers blossom".

It is because of its diversity and high quality that Indonesian coffee is at the top of all kinds of international competitions and awards. In terms of production capacity, Indonesia ranks fourth in the ranking of exporters of the International Coffee Organization, with a total of 16 varieties of coffee beans exporting 413500 tons in 2017, mainly to the United States, Japan, Europe, Malaysia, China and other countries and regions. In terms of quality, at the recent Asia-Pacific Coffee Conference, the "Chiweidai" coffee beans recommended by the Indonesian Coffee Association in the Batuha volcano producing area fetched the highest price of 143.5 US dollars per kilogram. "Kopi Luwak", which is familiar to Chinese consumers, is an Indonesian national treasure and a hot-selling product on domestic e-commerce and overseas shopping platforms.

However, the Indonesian coffee industry has been faced with the problem of "how to increase the added value". Dalmin, Indonesia's minister of economic co-ordination, believes that Indonesia and other major coffee exporters have made only 10 per cent of the profits of the global coffee industry. "Global coffee consumption has reached US $240 billion a year, but global coffee bean exports are only US $24 billion." To this end, the Indonesian government has for the first time issued a "roadmap" aimed at improving coffee production capacity-"Indonesian coffee industry policy guidance: how to deal with competitive challenges, climate change and changes in the international market". The coffee industry is listed as a priority industry in the "National Major Development Plan (2015 MF2045)". At present, the Indonesian Ministry of Creative economy is actively promoting "nasal examination" as the unique international label of Indonesian coffee from the perspective of protecting intellectual property rights. Minister Triyawan believes that only the brand and the intellectual property rights it contains can bring the greatest added value to Indonesian coffee. Susando, head of agricultural products affairs of the Indonesian Ministry of Trade, said that one of the features of Indonesian coffee is its excellent baking technology, so Indonesia is expected to become the leader in the export of roasted coffee beans in Asia, which will also become the main direction for Indonesian coffee to increase its added value.

In this process, people from all walks of life in Indonesia have actively participated and offered suggestions. Indonesian President Joko himself is a coffee lover. The social media account of the Indonesian presidential palace recently released a video of Joko personally promoting the local coffee shop during his visit to the city of Bandung. The Indonesian Ministry of Industry plans to hold an event with the theme of "Indonesian Coffee Day" in October every year, which aims to further promote the consumption of Indonesian coffee culture in domestic and foreign markets. Mandili, Indonesia's largest state bank, has joined hands with Indonesia Post to provide equipment, logistics and transportation, baking skills training and market consulting services for coffee practitioners in remote provinces such as Papua. At the same time, Ren Mar University in Indonesia recently organized a seminar on improving coffee production capacity from the perspectives of the application of biotechnology, the optimal utilization of coffee gardens, the training of professionals, the cultivation of coffee culture, coffee and health research, coffee tourism, and so on. actively explore ways to increase the added value of Indonesia's coffee industry.

● Indonesian coffee bean brand recommendation

The Indonesian coffee beans baked in Qianjie Coffee-[West Java Honey processed Coffee] are fully guaranteed in terms of brand and quality. And more importantly, the performance-to-price ratio is extremely high, a pack of half a pound 227 grams, the price is only about 118 yuan. According to the calculation of 15 grams of powder per cup of coffee, 15 cups of coffee can be made in a bag, which costs only about 7 yuan per cup, which is recommended by conscience compared to the price sold in cafes for dozens of yuan a cup.

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