In a successful showcase at the International Coffee and Chocolate Exhibition (ICCE) in Riyadh, Saudi Arabia, Indonesia secured transactions totaling USD 8.45 million, equivalent to over Rp132.16 billion. The collaboration between the Directorate General of National Export Development and the Indonesian Embassy in Riyadh facilitated the participation of 10 domestic companies, presenting a diverse array of products, including green coffee beans, instant coffee, chocolate products, and drip coffee. Trade Attaché at the Indonesian Embassy in Riyadh, Gunawan, highlighted the allure of Indonesian coffee and chocolate, emphasizing that Indonesia's participation in ICCE serves as a platform to promote these products internationally. ICCE, hosting over 300 local and international businesses from 40 countries, proved to be a significant event for exchanging experiences, showcasing new products, conducting coffee and chocolate seminars, enhancing brand promotion, increasing sales opportunities, and organizing competitions throughout the exhibition. With more than a thousand business visitors from various countries flooding the Indonesian Pavilion daily, numerous collaborations were initiated, including purchases through distributor appointments or representative office agreements. These collaborations are set to progress with electronic communications, company visits, and further meetings. Indonesian Ambassador to Saudi Arabia, Abdul Aziz, expressed that participants in the exhibition could establish trade contracts with coffee and chocolate importers from various nations, ultimately expanding the international market access for their products.
The primary objective of Indonesia's participation in ICCE was to boost the export market penetration of coffee in Saudi Arabia, introduce domestic coffee products to the international community, and stimulate an increase in the quantity of Indonesian coffee imports by Saudi entrepreneurs. To attract visitors, the Indonesian Pavilion offered coffee tasting sessions featuring various types of coffee from Gayo Aceh, Java Halu, and various regions across Indonesia in the form of roasted beans. Multinational coffee and chocolate companies participating in the exhibition expressed interest in directly importing Indonesia's renowned high-quality coffee. Traditionally, importers have often purchased Indonesian coffee and chocolate through traders in Singapore, Australia, Italy, and the United States. Indonesia's impressive showing at ICCE reflects its commitment to expanding its presence in the global coffee and chocolate market, fostering international partnerships and promoting the nation's rich coffee heritage.
