Opening the export market by respecting rights of supplier farmersRANesia
The food company PT Kampung Kearifan Indonesia (JAVARA) is successful in the export market through respecting the rights and welfare of supplier farmers.
“JAVARA aims to empower farmers as partners and suppliers.” – Tantrie Soetjipto, Marketing Director of JAVARA
JAVARA is an agricultural supply chain company focusing from production to distribution with missions to maintain biodiversity and bring community-based organic products to a wider market. JAVARA is a leading social enterprise in Indonesia that supports a variety of community-based, organic, and based on moral principles.
Starting from only 10 farmers and 8 products, JAVARA has now worked with 50,000 farmers throughout Indonesia and have sold over 600 craftsmen products. Type of products varies from rice, coffee, honey, various spices, cocoa, cashews, palm sugar, coconut oil, jam, bananas, herbs, seaweed and various other products that have been well received in another countries. 85% of JAVARA’s sales come from the export market, with Europe and North America as the main marketing destinations. The company has also supplied to more than 300 retailers, hotels and culinary companies in Indonesia.
The JAVARA farmers’ silhouette logo shows JAVARA’s commitment to empower local farmers as the company core identity. “JAVARA aim to empower farmers as partners and suppliers. For example, JAVARA pays the supplier farmer in advance after making a purchase order. This system makes it easier for farmers to get capital to fulfil the order. “Tantrie Soetjipto, Marketing Director, explained at the multi-stakeholder dialogue themed ‘Understanding Women’s Rights at Work’ organized by the Indonesia Global Compact Network on October 19, 2018.
“JAVARA pays supplier farmers in advance after making a purchase order. This system makes it easier for farmers to get capital to fulfil the order.”
“Through the Food Artists School program, JAVARA conducts training for farmers to increase the value added of their products.” explained Tantrie. “For example, how to brand chips from fresh fruits. So farmers also enjoy greater selling value. ”
“The Food Artists School Program provides insights for farmers from plantations to branding to markets.” Nando, alumni of The Food Artists School JAVARA.
One of the farmers graduated from the Food Artists School is Nando, an activist of sorghum farmers from NTT. In 2016 after completing a scholarship in the United States, Nando became a JAVARA partner farmer.
“The Food Artists School Program provides insights for farmers rstarting from plantations to branding to market.” said Nando. “This program also encourages youth to preserve ancestral agriculture and safeguard customary land rights.” added Nando.
JAVARA also ensures that the source of the product is directly traceable to the farmers. Partnerships are very close to farmers to ensure the quality of the products.
To penetrate the export market, JAVARA follows overseas certification standards in the European Union, the United States, and Japan. “Every 2 years JAVARA will be audited by a certification body regarding human rights qualifications and fair trade standards.” said Tantrie.
“It is a business decision to determine what business the company wants to run. JAVARA has been committed from the start to become a social enterprise.” – Tantrie Soetjipto, Marketing Director of JAVARA
When asked by one of the dialogue participants about the company’s benefits of respecting human rights, Tantrie replied, “That is a business decision to determine what business the company wants to run. JAVARA has been committed from the start to become a social enterprise.”