TPSA’s project partner, the Directorate General of National Export Development of Indonesia’s Ministry of Trade, organized a one-day forum on trade promotion and marketing in Takengon, Aceh Tengah on May 8, 2018. The forum was designed to share knowledge and skills on how to attend international coffee trade shows. In attendance were coffee producers and government officials in Aceh Tengah and Bener Meriah districts where Gayo coffee is produced and exported to the North America market, including the five coffee producers that have been intensely coached and assisted by TPSA.

Following the welcome and opening by the Ministry of Trade, Said Fauzan Baabud, TPSA project manager, presented on the export opportunities for Indonesian coffee in the Canadian market. He was followed by presentations from the five coffee producers supported by TPSA, who shared their experiences attending the Seattle Specialty Coffee Expo in April 2017. The topics they covered included how to select and plan the coffee show, the paper works and visa requirements, preparing coffee samples, developing an agenda prior to the trade show, business meetings, booth cupping session, how to greet and attract visitors to the booth, and how to produce marketing materials and a business profile.

The final session was presented by Sena Aji, TPSA communications consultant, about the tools for marketing coffee products. He stressed the importance of electronic and social media for marketing, and discussed how to prepare and design business cards, one-page coffee fact sheet/ brochure, and a standing banner.