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Indonesia Aims To Boost Exports Of Specialty Coffee To The United States

World Trade

Open Eyes Opinion {source: IDgov/SCAA}

SCAA Exhibition 2015: Indonesia Aims to Boost Exports of Specialty Coffee to the United States.


The Indonesian Trade Attachés overseas continue to strive to increase Indonesian exports.

This time, the Indonesian Trade Attaché in Washington DC, the United States (US), Ni Made Ayu Marthini, is determined to boost the exports of specialty coffee to US market. This great determination is realized by supporting Indonesia’s participation in the Speciality Coffee Association of America (SCAA) Exhibition which will be held on 9-12 April 2015, in Seattle, Washington State, US.

“The SCAA Exhibition is one of the effective promotional events for coffee in the US. According to the data of the US Department of Commerce, Bureau of Census, the US coffee import (HS 0901) from Indonesia during January-December 2014 reached USD 323, 10 million or increased 11,29% compared to the same period in 2013, which was USD 290,34 million,” said Made, Washington DC, US.

Meanwhile, the US coffee import from the world during the period of January – December 2014 was USD 5,88 billion or increased 10,46% compared to the same period in 2013. Currently, Indonesia ranks 6 th as the coffee importing country to the US with the market share of 5,49%. Indonesia’s position is below Brazil (22,80%), Colombia (19,79%), Vietnam (8,48%), Canada (6,56%), and Guatemala (6,13%). Indonesia moved up a rank compared to the previous year (2014/2013).

“The increase in the export value reflects the success of the previous year’s exhibition,” added Made. The plan is for Indonesia to bring 39 types of specialty coffees originating from Sumatera, Java and West Java, Bali, Sulawesi, Flores, and also Papua to SCAA.

Out of the 39 types of coffees, the best nine specialty coffees will be chosen to be served daily to the visitors, namely Flores Arabica Manggarai, West Java Arabica Preanger ‘Malabar Mountain’, Sulawesi Arabica Toraja ‘Toarco-PB’, Sumatera Arabica Wahana Natural, Flores Arabica ‘Blue Flores’, Bali Arabica ‘Kintamani Natural’, Sumatera Arabica ‘Lintong Boemi Coffee’, Sumatera Arabica ‘Solok Minang’, dan Sumatera Arabica Gayo ‘Retro’.

Made said that during the exhibition, there will be a coffee cupping event to assess the quality and taste of Indonesian specialty coffee. “We plan to invite roasters, importers, and other buyers attending the SCAA this year to participate in this coffee cupping event,” said Made.

Besides that, there will be a screening of the film ‘Biji Kopi’ (‘Coffee Beans’) or ‘Aroma of Heaven’ directed by Budi Kurniawan at the SCAA. Currently, continued Made, it is a trend in the US for the roasters to buy coffee by directly visiting the coffee farms.

The countries that are geographically close with the US are hugely benefitted by this trend. Therefore, through the film, the buyers in the US will see the coffee farms and its planting process in Indonesia. “Hopefully, through this visual promotion, they (the buyers) will be attracted to visit Indonesian coffee farms,” continued Made The event will be held at the Remarkable Indonesia Pavilion, which consists of nine island-shaped booths with booth numbers 5041 and 6038.

A cafe with the theme “Celebrating The Diversity of Indonesia Coffee” will be featured this year at the Indonesian Pavilion. By having a vast area and a strategic location close to the entrance and exit doors, Made expects that there will be a lot of visitors attracted to come.

Other parallel events that will be conducted by the Indonesian Delegations include business forums, a visit to Starbucks’ main factory and Boeing’s factory.

To optimize the promotional event for coffee promotion in the US and Indonesia’s participation in the SCAA 2015, those in support of the Indonesian Pavilion in the US will launch a social media account under the name Remarkable Indonesian Coffee (Facebook and Instagram) and @R1Coffee (Twitter).

Indonesia’s participation in the SCAA this year is supported by the Ministry of Trade, the Ministry of Industry, the Ministry of Agriculture, the Ministry of Foreign Affairs, the Specialty Coffee Association of Indonesia (SCAI), and related businesses.

The Biggest Coffee Organization

The SCAA is the biggest specialty coffee association in the US and even the world with its 3,000 member companies. The SCAA was established in 1982 by a group of coffee experts looking for a forum to discuss the problems and the establishment of trade quality standards of the specialty coffee commodity.

The members of SCAA deserve to be called as the accelerators of growth of the specialty coffee industry in the last 25 years. Every year, the SCAA holds an exhibition taking place the East Coast and West Coast alternatingly.

The term “Specialty Coffee” was first coined in 1974 by Erna Knutsen in Tea & Coffee Trade Journal. Knutsen used the term to refer to the beans with the best taste produced in special microclimates. Specialty coffee is commonly used to refer to “gourmet” or “premium” coffee. According to SCAA, the coffee that scores 80 or above on a 100-point scale is graded specialty coffee.

Specialty coffee grows in a distinctive and ideal climate, and is different because it has a complete taste and only has minor defects or even none at all. This unique flavor comes from the characteristics and composition of the soil in which the coffee is planted. 

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