Strategy of Improving the Farmers' Adoption to Temanggung Robusta Coffee's Geographical Indication Standard

Abstract

Temanggung Regency is a main producer of coffee in Central Java Province of Indonesia. Temanggung coffee has unique taste, as it is indicated with geographical factor. Previous studies showed the farmers' low adoption to Temanggung Robusta Coffee's GI standard. It made their coffee product not having added-value and incapable of competing in the market with good price. For that reason, this research aimed to formulate the strategy of improving the farmers' adoption to Temanggung Robusta coffee's GI standard. Data was collected through in-depth interview, observation, document study, and discussion. Thirty informants were employed in this study, coming from related office, facilitator, coffee seller, coffee maker, MPIG-KRT administrator, farmer group, consumer, and farmers. Data analysis was conducted using IFE-EFE matrix, SWOT analysis, and QSP Matrix.