Java Fresh Company Overview

Company Introduction

• Co-founder: By Swastia
• Established: 8 years ago in Indonesia
• Focus: Exporting Indonesia's best tropical fruits to 19 countries worldwide

Motivation for Founding

• Observed that Indonesian fruits were undervalued compared to imported products.
• Realized global demand for exotic tropical fruits.
• Indonesia is a major fruit producer but not a leading exporter.
• Aimed to tap into the market dominated by neighboring countries like Thailand and Vietnam.

Challenges in the Industry

Supply Chain Issues

• Challenges faced at various stages: pre-harvest, during harvest, and post-harvest.
• Developed R&D team to address these challenges.
  • Focus on extending shelf life of fruits and optimizing packaging.

Transportation Costs

• Most fruits are shipped to Europe by air, which is expensive.
• Goal: Make tropical fruits as accessible as apples, ideally shipping by sea.

Popular Fruits and Market Demand

Notable Fruits

• High demand for Mangosteen due to unique taste.
• Other popular fruits:
  • Salacca (snake fruit)
  • Coffee
  • Limes (with crinkles)
  • Mangoes and Durian (facing competition from Thailand).

Unique Selling Proposition

• Implementing R&D sets Java Fresh apart from competitors.
• Focus on quality, freshness, and absence of chemical coatings.

Impact of the Pandemic

Operational Challenges

• Initial border closures halted international flights, affecting exports.
• Shifted focus to domestic distribution to support farmers.
• Increased demand for fresh fruits as health awareness grew.

Community and Farmer Engagement

Empowering Farmers

• Work with over 3,000 farmers, mostly micro-farmers.
• Educate farmers about the journey of their produce to international markets.
• Certification programs to enhance quality and marketability.

Importance of Empowerment

• Engaging small-scale farmers is crucial to unlocking Indonesia's agricultural potential.
• National pride and recognition of farmers' contributions to global markets.

Future Goals

Vision for Java Fresh

• Aim to make Indonesia the kitchen of the world, exporting high-quality fruits.
• Expand to additional countries while enhancing R&D efforts.
• Targeting North America as a potential market.

Conclusion

• Java Fresh aspires to elevate Indonesian produce on the global stage, focusing on quality and community empowerment.