ARISE Plus Indonesia supported the Gayo Arabica Coffee Producers Association to develop a promotional website. The new website is expected to expand the Association’s outreach towards international coffee markets, especially in the European Union (EU).
The Gayo Highland, which covers districts of Central Aceh, Bener Meriah and Gayo Lues in Aceh Province, has the largest concentration of Arabica coffee producers in Indonesia with more than 100,000 hectares of plantation area. The region produced around 66,200 tons Arabica coffee, and accounted for US$ 113,449 million of Aceh's coffee export value in 2019, according to Aceh Provincial Statistic Agency (BPS Aceh) data.
The pandemic has hampered the global trade, causing Aceh coffee export to fall by 26 percent from its 2019 value to US$ 82,253 million in 2020.
"We wish to use the website to promote Gayo Arabica Coffee as a Protected Geographical Indication (PGI) product to attract new markets, and build consumer trust on our product quality," said Hadiyan Wijaya, the Head of Promotion and Marketing Division of MPKG.
PGI registration in the EU market offers a distinctive status to the registered products. PGI emphasizes the relationship between the specific geographic region and the name of the product, which quality, reputation or other characteristic are linked to its geographical origin.
Hadiyan explained that MPKG, which is translated into English as Gayo Arabica Coffee Protection Society, was established in 2009 to support legal protection of Gayo Arabica Coffee, and provide assurance of quality and taste to consumers. MPKG’s application for PGI for Gayo Arabica Coffee was granted in 2010. MPKG membership consists of individuals, farmers' groups, cooperatives, and private companies. To date, more than 10,000 farmers are listed as members.
In addition to promotional purposes, the Gayo Arabica Coffee website also serves as an information resources for its members on exporting coffee to the EU. The website also promotes tourism in Gayo Highland by providing information on the beautiful places surrounding Takengon in Central Aceh, local gastronomy, and the community associated with the production of Gayo Arabica Coffee.
Apart from supporting the website development starting in late 2020, ARISE Plus Indonesia has been supporting MPKG since 2019 through a number of activities, including training workshops delivered to its members in Takengon, technical advice on specific topics including aspects of traceability and control, and participation to the Terra Madre marketplace event in Italy, in October 2020.
To check the new website of Gayo Arabica Coffee, please visit this link.