Swasti Adicita: Bringing Indonesian Fruits To The Global Market
Summary
TLDRJava Fresh, an Indonesian company founded eight years ago, focuses on exporting tropical fruits like mangosteen, salak, and limes to 19 countries worldwide. Co-founder Swastia shares the company's journey, challenges in logistics, and efforts to make Indonesian fruits more accessible. They are dedicated to supporting small farmers, empowering women, and implementing R&D to improve fruit preservation and packaging. Java Fresh aims to expand globally while promoting Indonesia as a major fruit supplier. The company also highlights the importance of maintaining quality and empowering local communities.
Takeaways
- 🌱 Java Fresh is an Indonesian company specializing in exporting tropical fruits to 19 countries.
- 🍍 The company was founded 8 years ago and aims to promote Indonesia's local fruits globally.
- ✈️ One of the biggest challenges is the high cost of air transportation for fruit exports, making the fruits more expensive.
- 🧪 Java Fresh has an R&D team focused on improving post-harvest processes, including creating coatings to extend fruit freshness.
- 🥭 Mangosteen is their best-selling fruit due to its unique taste, followed by salak, kaffir lime, and other tropical fruits.
- 👩🌾 Java Fresh works with over 3,000 micro-farmers and empowers women in packing houses to improve local agricultural practices.
- 🌍 Despite Indonesia being one of the largest fruit producers, the country is not among the top 10 exporters due to limited export focus.
- 💼 The company aims to democratize access to tropical fruits by exploring sea freight to reduce costs and make fruits more affordable globally.
- 🚜 Indonesian farmers, often owning small plots of land, need training and support to improve fruit quality for global export.
- 🍎 Java Fresh is expanding to new markets and aims to position Indonesia as a major global supplier of tropical fruits.
Q & A
What is the main focus of Java Fresh as a company?
-Java Fresh focuses on exporting Indonesia's best tropical fruits to 19 countries worldwide.
Why did the founders of Java Fresh start the company?
-The founders saw a demand for tropical fruits abroad, especially as people around the world often desire fruits they don't have locally, which led them to tap into this growing market.
What challenges does Java Fresh face in the supply chain?
-Java Fresh faces challenges across the supply chain, including pre-harvest, harvest, and post-harvest processes. The cost of air shipping is also a significant challenge, limiting the accessibility of their fruits to a wider market.
How is Java Fresh addressing the issue of fruit perishability?
-Java Fresh has developed an R&D team to work on improving post-harvest mechanisms, including creating a special coating and packaging to extend the shelf life of fruits during export.
Why is it important for Java Fresh to reduce the cost of exporting fruits?
-Lowering export costs would allow Java Fresh's tropical fruits to become more accessible to a larger global audience, making them as common as apples in other countries.
What is Java Fresh's most popular export product, and why?
-Mangosteen is Java Fresh's most popular export due to its unique taste, offering a tropical mix of sweet and sour flavors, which is highly appealing to international markets.
What other fruits are successfully exported by Java Fresh?
-In addition to mangosteen, Java Fresh also successfully exports salak, kaffir limes, mangoes, and durians.
How has Java Fresh empowered local farmers and communities?
-Java Fresh works with over 3,000 micro-farmers, providing them with training, certification, and showcasing how their produce is appreciated globally, instilling pride in their work.
How did the pandemic affect Java Fresh's operations?
-During the pandemic, Java Fresh faced significant challenges as flights were halted, preventing exports. They shifted to distributing fruits domestically to support local farmers until international logistics resumed.
What are Java Fresh’s future goals for the company and Indonesia’s agricultural sector?
-Java Fresh aims to expand to more countries and democratize the consumption of Indonesian tropical fruits globally. They also want Indonesia to become a leading global supplier of agricultural products, positioning the country as the 'orchard of the world.'
Outlines
🌱 Java Fresh's Journey into Exporting Indonesian Tropical Fruits
In this segment, the co-founder of Java Fresh shares the company's journey, which began eight years ago with the goal of exporting Indonesia’s best tropical fruits. They recognized a demand for exotic fruits abroad and saw an opportunity to introduce Indonesian products, which were often undervalued domestically. The co-founder highlights how Indonesia is a large fruit producer but is not yet among the top global exporters, motivating them to expand and challenge the dominance of neighboring countries like Thailand and Vietnam in the tropical fruit market.
✈️ Logistical Challenges of Exporting Perishable Tropical Fruits
The co-founder discusses the logistical hurdles Java Fresh faces in exporting tropical fruits, especially the high cost of air freight. They aim to make these fruits more accessible by developing technologies that extend shelf life, such as innovative coatings and improved packaging. The company's long-term goal is to ship fruits by sea, which would significantly reduce costs and make them as widely available as common fruits like apples. This transition is part of their broader effort to democratize Indonesian fruits globally.
🍈 Mangosteen and Other Popular Indonesian Fruits in High Demand
Mangosteen is highlighted as Java Fresh's most popular fruit, largely due to its unique tropical taste, which is both sweet and sour. The company also exports other fruits like salak, which has no international competitors, and kaffir limes. While Java Fresh faces competition from Thailand for fruits like mangoes and durians, they are determined to overcome these challenges by improving post-harvest processes and supply chain management.
👩🔬 Research and Development: Java Fresh’s Competitive Edge
Java Fresh sets itself apart from competitors by investing heavily in research and development (R&D). The co-founder explains how the company learns from international best practices to innovate and improve the quality of their tropical fruits. Despite facing challenges during the pandemic, such as border closures and flight cancellations, Java Fresh adapted by distributing fruits domestically. They now see a renewed demand as international markets reopen.
🚜 Empowering Local Farmers through Certification and Pride
Java Fresh works closely with over 3,000 micro farmers in Indonesia, many of whom own small plots of land. The co-founder emphasizes the importance of empowering these farmers by showing them the global impact of their produce and helping them achieve certifications like the Global GAP. This strategy not only improves the quality of the fruits but also instills a sense of pride and ownership in the farmers, making them more committed to producing high-quality products.
🌍 Future Expansion and Indonesia’s Role in the Global Market
Java Fresh is committed to expanding its reach into more countries while continuing to improve its R&D and supply chain processes. The co-founder shares their vision for Indonesia to become a global supplier of high-quality tropical fruits, positioning the country as a key player in the global market. They believe Indonesia has the potential to be the 'orchard of the world' and plan to continue working with local farmers and stakeholders to achieve this goal.
Mindmap
Keywords
💡Java Fresh
💡Tropical Fruits
💡Export Market
💡Supply Chain Challenges
💡Research and Development (R&D)
💡Mangosteen
💡Micro Farmers
💡Certification
💡Pandemic Impact
💡Women Empowerment
Highlights
Java Fresh has been operating for eight years, exporting Indonesia's best tropical fruits to 19 countries worldwide.
The company was founded to change the perception that imported products are superior to local Indonesian produce.
Indonesia is one of the largest fruit producers globally but is not in the top 10 exporters, which motivated Java Fresh to increase exports.
Java Fresh focuses on fruits that are in high demand globally, like mangosteen, salak, and kaffir limes, due to their unique tropical flavors.
The company has developed a research and development team to improve post-harvest technology, such as creating special coatings to prolong fruit freshness.
Most of their exports are shipped by air, which is costly. They aim to shift to sea transport to make their fruits more accessible and affordable globally.
During the pandemic, when flights were limited, Java Fresh supported local farmers by distributing fruits domestically.
Java Fresh works with over 3,000 micro-farmers and empowers women in their packing houses, highlighting their commitment to local community development.
The company provides certifications and training to farmers, helping them understand global standards and increase their produce quality.
Java Fresh differentiates itself by focusing on research and development, constantly learning and implementing global best practices in their operations.
The company faced challenges such as high costs of air transportation and competition from neighboring countries like Thailand and Vietnam.
Java Fresh's goal is to make Indonesian fruits a staple in global markets, similar to how apples are commonly consumed worldwide.
They aim to make Indonesian tropical fruits available at a reasonable price, competing with global suppliers like Brazil and Colombia.
Despite the pandemic, demand for tropical fruits has increased as people prioritize health, and Java Fresh is working to meet this demand.
Java Fresh hopes to expand into more countries and continue to innovate in fruit packaging and transportation to maintain freshness and quality.
Transcripts
and of course know more about the
company's Journey with us live right
here in the studio is Java fresh
co-founder by swastia.com good morning
thank you so much for coming good
morning thank you for joining us I was
hoping for some mangosteen he was just
talking about that I know uh but first
of all thank you so much for being here
Best Western we definitely want to know
the success uh Java fresh now has been
founded for how many years so currently
we are into our eighth years of
operations in Indonesia nice so tell us
more about the company and you know why
you initiated to you know found this
okay so practically Java fresh is a
Indonesian company we are focusing
ourselves in exporting Indonesia's best
tropical fruits abroad so apparently we
have been as you mentioned earlier that
we've been uh serving 19 countries
worldwide and uh yeah how it started
it's like there's so many different
factors and how we started like
Indonesian uh fruits are we love
Indonesian fruits but we always intend
to see like important product products
are you know it's better it's more
Superior than our own local products so
but
after like traveling and our work some
of my partners work require us to also
travel we see there's also a demand out
there about uh tropical fruits yes well
practically we all human all over the
world are just the same we want
something that we don't have yes
so that's the main point like we want
some like kiwis and strawberries that we
don't have right but also at apparently
in other parts of the world they want
something they don't have yes so they
want to try something new they want to
try something fresh and different and
therefore the exotic fruit market is
very growing very rapidly outside yeah
and and from there we see the
opportunities as well yeah but also
there's a fact that Indonesia is one of
the largest fruit producer in the world
we are about five something but we are
not even on the top 10 of
the global fruit suppliers oh so yeah so
we produce a lot but apparently not many
of the produce is like exported we're
consuming them here consuming here or
maybe it's just not consume at all yes
that's a sad factor to begin with so
from there we are triggered and we are a
challenge and we feel challenged to
maybe we can tap into the the to the
existing Market currently yeah which is
uh mainly
um dominated by out by our neighboring
countries like Thailand and Vietnam and
from there yeah we
step by step we develop the
um the company and yes yeah the demand
is actually there and it's growing
pretty eight years I have no yeah I have
no doubt the demand is there but you're
right there is actually neighboring
countries like Thailand is very well
known for its groups as well and we seem
to know that from for some reason as a
household name
um speaking of uh challenges uh this
must have been quite a challenging thing
especially when it comes to food has an
expiry date it's not in a can where it
will last forever so there must be
challenges logistically especially when
you're dealing with you know supplying
over all the way to Europe can you tell
us a little bit about how difficult it
was to break into the international
market and what are some of the
challenges that you guys face for sure
like
um the more we get into the agricultural
world the more we realize that the
challenge is like the whole supply chain
is filled with challenges and room for
improvement as well so uh the challenge
coming from the pre-harvest uh the
during the Harvest and also the
post-harvest process so
uh over the time and over the years
currently we just recently uh developed
our research and development team so we
have our small labs in our office and
then we have our a small team of r d so
we can develop
um more strategic approach towards uh
the challenges with Technologies such as
like allowing it to last longer perhaps
something like that really So currently
we are creating our own recipe for
coating for a post Harvest mechanism and
also like choosing the best uh up
packaging so it lasts longer so I think
the the challenge right now is uh the
biggest challenge is most of our
products going to Europe and other parts
of the con of the World by air while it
costs a lot correct So currently
Indonesian tropical fruits can only be
consumed but by a certain percent of you
know the the world population because
it's expensive yeah so what we do right
now if we want to democratize or we want
to make it as a staple fruits like how
people consume apples without you know
like you can just buy Apple every other
day yeah so that's what we are aiming to
do because apples can be travel can
travel around the world by sea and
that's what we aim to do right now if we
want to make our fruits available as a
step of fruits accessible by more people
worldwide would that change like the
taste would that change um the
appearance itself well that's the
challenge and I think but through our R
D team hopefully people can still
consume the best tropical fruits even
though they are you know have been
harvested quite a while back correct and
more power to the RNA team by the way at
least just to think I'm sure your family
because we have family that live abroad
does your family do the same thing as
soon as they come here all they do is
they ask for fruits all the different
fruits they can't get yeah or it's too
expensive exactly it's always happened
that uh you know and
my mom's favorite is mangosteen they
don't have it anywhere and whenever they
come I mean it's always you know every
time daily you can just go to The Fresh
Market it's there and you were saying by
the way that mangosteen is one of the
fruits that has a high demand exactly um
you know why is that have you ever you
know have you kind of research why the
Divine was so high of mangosteen what
other fruits has also become like the
Staple in Java fresh okay so magazine is
widely popular and it's our most sold
communities right now because I think
the taste of it right very different
it's very it's very tropical correct yes
for people who tasted it abroad it feels
like it's a burst off tropical line
because of the taste right it's yeah
it's sour it's a bit of a sweetness as
well so it's a mix of you know tropical
fruits yes it's a perfect combination of
it so yeah it's very popular right now
and then our other things that also sell
quite well abroad is we have salad
yeah I'm surprised because that was on
my mind uh whenever you mention food
they're indigenous yeah I always think
of yeah because yeah it was like we are
the only countries that you know with
that variety correct yes so yeah
um while mangosteen we still have
competition from other countries but not
with salad yeah and also uh we have uh
uh coffee and limes
yeah it's like it's like a lime but with
crinkles yes oh yes okay yeah
okay yeah so it's also our popular
Commodities among other things like
mangoes mangoes and durians because
durians yeah but you know then again
about mangoes and durians we facing uh a
tough competition for in Thailand so we
have to there are so many homeworks to
be done here right uh from all the way
from the orchard to the yes to the post
Harvest so yeah we are working on that
as well wow very cool like um so you
know there's there's
um other companies that have done this
before in the past what makes you guys
different from your competitors okay so
uh what makes us different is that we
are implementing RND I think to be to be
fair uh because to be honest in
Indonesia
tropical fruits company there are you
know there are several before us but to
be honest compared to the produce that
we have is not you know it's not
comparable okay I especially compared to
other neighboring countries as I
mentioned earlier so
uh even like from our country itself I
do not have quite a role model to copy
or something like that so uh our best
practice is from abroad so we are
continuously traveling around the globe
as well to find and to learn on the best
practices what is their uh outside yeah
and it's just so amazing you know like
if you see at the end of the day like
people can really you know enjoy the
fruits that is harvested right here in
Indonesia hopefully like you said before
the price would be economical also in
the near future now of course we know
that the pandemic has hit us now almost
for almost three years does that
affecting your company also and how did
you guys maneuver it now until now so I
think uh what the worst part is like in
the beginning of it where there were no
flights at all where all borders are
closed so what happened then you guys
have to yeah obviously uh we have to
stop because there's no carrier yeah the
demand is there because people are still
want to eat fruits yes more than before
even more than before because they want
to live a healthier life yes but then
you know technically it's not possible
to carry because there's no flight at
all yeah so we from there we conduct uh
just to help our Farmers because the the
the the trees is not stopping yeah
they keep on harvesting food so we help
our Farmers by Distributing it
domestically okay but yes since now the
the everything is going solely going
back to normal we have the floods we
have the and the demon is also there so
we are coming back is it getting more
more extensive of the demands especially
when borders are opening yeah yeah for
sure uh we see a very a great jump of
demand at the tropical frisbee because
uh we our fruits are uh all fresh and
all natural yes and we don't use any um
you know chemical Coatings we uh we are
regularly tested for um minimum residual
level and we always pass that very you
know in a good score so yeah they are
they want to consume some of course
fresh and not all people can travel to
Indonesia yet so they'll bring Indonesia
back to their country that's true that's
true well glad that you know we are
coming out of this pandemic and speaking
of helping Farmers you've done exactly
that you've worked with over 3 000
Farmers you Empower women at these
packing houses as well can you tell us a
little bit about how much of the focus
that you spend not just in the business
of growing and selling and exporting
fruit but how important it is for you to
you know kind of empower the local
farmers and the local communities and
the agricultural sector here maybe just
to give a an idea on how is it how the
how the Farmers looks like in Indonesia
especially for agriculture like fruits
Indonesian farmers are comprised mostly
of the micro Farmers where they own only
a very small land like maybe one hectare
two hectares which
they they work with a very small house
as well
so
unless we Empower them unless we show
them you know how your fruits are going
and who consume your fruits they will
not pay too much attention to you know
to the to the maintenance because
basically it doesn't cover what they're
expenses right yeah so what we do right
now is we train them and we give them
the ideas on every time we travel like
uh to sell our fruits we bring back some
pictures and see look at this like this
is where your fruits end up this is who
who consume your food really yeah and it
brings like confidence to them right
okay so it's Pride because okay so my
fruits is actually and I always tell
them that your fruits is competing not
with other Indonesian fruits or other
like let's say for magazine it's not
your
question mangosteen is com um being
technically being competitive in
competition with let's say Sumatran
magazine but no it's a bit Colombian
it's a bit Brazilian magazine so they
have to see like okay so there's
something about national pride as I
mentioned there yeah so there's
something about what I harvest is
actually winning a winning products
there against other countries right so
yeah so put the pride in them in what
they do and also uh
we certify them okay so we have several
level of certification there's a
national certification and also for some
uh uh
archers we also have a global JP Global
good agricultural process so it's like
an ISO but for the tropical for the
agricultural produce right so that's
what we do right now why why is that
important for you because I could I
would assume for a large company it
would just be easier just to work with
large farms and then just you know
One-Stop shop hey I need this this
whereas working with each individual
small farmers you just have to deal with
so many more and it's just a lot more
work so why is this so important for you
I think because uh actually what I'm
like what I would say to you previously
that the the produce of Indonesia is way
more than what we export it's going back
to that story it's from them actually
the most produce is coming from the
micro Farmers if you do not tap into
them we do not tap to the most you know
have almost have us what we available in
the country yeah there's just a lot of
farmers but they're just small exactly
right yeah yeah and but thank you so
much for making our local farmers go
International oh my God so proud of that
so in that end what are your hopes for
our local farmers and what is the future
for Java fresh I think uh our hope is
that together we see the opportunities
outside like Indonesia is such a big
country it's like maybe you've you've
heard you know during our younger days
that swasanbadapangan right yes I've
been for Indonesia it's like our goal
our national goal is to be suas our
self-sufficient yes for a country as big
as Indonesia to be self-sufficient is
not enough we are too big to be just
self-sufficient we have to be
um what we want is like we have to be
like the
uh we are the kitchen of the world
something like that so we are the
orchard of the world so we have to be
able to supply the world with our best
producers yes and
um like let's say another lens that's
just a very very small countries in
Europe for
um for season countries where it means
they cannot Harvest every single day of
the of the year but they are one of the
top exporter for flowers that's true but
this is a very small country just
see how what Indonesia can bring if we
work together right to standardize our
operation there we go in a in a Global
Perspective we see the world is our
Market if we see that
um the rest of the world wants and yes
to love to eat our products which is
they are yeah so I think
uh working together with our Farmers
stakeholders and also with our female
crackers I think we can see that we want
to bring the best of Indonesian produce
and thank you for bringing that
influence I think Indonesian has a very
rich soil we have the Manpower as you
said right everything in the ingredients
is there why cannot why can't we be the
leader of exporting others exactly will
you be expanding to more even more
countries in the near future for sure we
are always eyeing new countries uh like
we've been tapping on the bigger
countries currently we are trying to tap
on to the smaller ones while in the same
time we will also doing the RnB so in
each countries we can serve with more
quantities right yeah okay it happens
right hopefully North America is our
family will be so happy so your poor mom
can get some mango stains over there
affordable ones don't have to travel 17
hours mom anyway so uh you guys can find
out more at javafresh dot Co or you can
also follow them on Instagram at Java
fresh thank you so much thank you so
much Paul thank you hope to see you soon
all right we're going to take a break
right now but we'll have more updates
around the world when we return so stay
tuned with us right here on the C
Morning Show we'll be right back
[Music]
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