VOI - Voice of Indonesia | RRI - Radio Republik Indonesia

The Indonesian Embassy in Germany (KBRI Berlin) together with Indonesian coffee distributor entrepreneurs, namely My Bali Coffee and PT Nabu Kopi Ranah Indonesia, are promoting coffee in two of the largest supermarkets in Germany, namely Edeka and Rewe.

Indonesian Ambassador to Germany Arif Havas Oegroseno to Antara London, Monday, said Edeka and Rewe sell various types of Indonesian coffee in supermarkets in their network.

"They are not only selling coffee but also introducing the taste of coffee through the coffee tasting in the building lobby and in the parking lot," said Ambassador Havas.

Interestingly, this coffee was packaged with a classic VW combi car from the 1960s, which was transformed into a coffee combine.

Currently, there are 330 Edeka and Rewe supermarkets selling Indonesian coffee and they have even ordered thousands of tons of Indonesian coffee.

According to Ambassador Havas, there are similarities between the Indonesian and German people. Both are coffee fans. The difference is, the Germans drink 5.2 kg of coffee per person per year. Meanwhile, Indonesians only drink an average of 1.3 kg of coffee per person per year.

"It is not surprising that Germany is the largest importer of coffee beans in the world after the United States," said Ambassador Havas.

Several types of coffee with a geographic indication of Arabica from Indonesia entered Germany, including Gayo, Lintong, Mandailing, Preanger, Bajawa, and Bali which are included in specialty coffee.

The Indonesian Embassy in Berlin has developed a coffee promotion strategy in several ways including taking courses on coffee and training to become a barista at the largest coffee roastery in Berlin.

Ambassador Havas and several staff have been certified by the SCAE or the Specialty Coffee Association Europe as baristas. "Selling coffee with an understanding of coffee will provide value in itself," he said.

In addition, the Indonesian Embassy in Berlin held a virtual meeting between the coffee association and German importers and the Indonesian coffee and exporter association.

Buyers and sellers can meet in person to discuss the export-import plan. In addition, the Indonesian Embassy in Berlin is promoting coffee through German jazz radio.

Radio DJs were treated to Indonesian coffee and continued with interviews about Indonesian coffee.

The Indonesian Embassy in Berlin also promotes coffee together with a German coffee roastery which has its own market share in Germany as well as coffee promotion at the Hannover Messe 2021 industrial exhibition, an international class industry exhibition is expected to be attended by around 200,000 people at one time Sunday.

The promotion of coffee is also being carried out in the German cruise ship industry. Promotion requires a separate approach and strategy which is currently being developed with various parties.

"It is important for us to link directly the taste habits of the German people with the availability of Indonesian coffee in German supermarkets," said the Ambassador.

Education to the German public, such as direct marketing of Indonesian coffee in supermarkets in this unique way will provide added value to be able to change. the taste of coffee in Germany.

A husband and wife who taste Bali and Gayo coffee admit that they will change their habit of drinking coffee, which has only been drinking Brazilian coffee from now on to drinking Indonesian coffee.

“The right branding like My Bali Coffee is also an important factor in the marketing of Indonesian coffee. This aggressive coffee marketing effort will be carried out continuously, ”said Ambassador Havas, who now has a barista certificate.

He hopes this pandemic will not interfere with coffee marketing in Germany. The survey conducted by Deutscher Kaffeeverband said 72 percent of Germans consume coffee at home, 21.8 percent enjoy a coffee while working or in a cafe, and the remaining 5.7 percent enjoy coffee with relatives and friends.

This is why the coffee trade in Germany was less affected by social restrictions during the pandemic. Sascha Bayu Handojo, the owner of the MyBali Coffee brand, said that online sales of Indonesian coffee had actually increased during the pandemic.

Indo-German Sascha targets 1,000 new coffee outlets by 2021 so that Indonesian coffee will be increasingly recognized by German consumers. (Antaranews)