The Ministry of Trade is prepared to participate in the largest specialty coffee exhibition in Europe, World of Coffee (WoC) Athens 2023, held at the Athens Metropolitan Expo in Athens, Greece. The participation in this exhibition aims to introduce and expand the market for Indonesian specialty coffee internationally, particularly in the European region. The Ministry of Trade is committed to expanding the market for non-oil and gas products, including Indonesian coffee as a flagship product due to its unique and authentic taste. WoC is the largest international exhibition dedicated to coffee products and the coffee industry in Europe. This event, initiated by the Specialty Coffee Association, takes place in a different country each year. The Ministry of Trade's participation in this exhibition is the result of collaboration with the Indonesian Trade Promotion Center (ITPC) Budapest, ITPC Milan, and Bank Indonesia.
At the exhibition, the Indonesian Pavilion showcases the Toraja theme, occupying an area of 108 square meters. The Indonesian Pavilion presents 11 selected coffee businesses from across Indonesia. The Indonesian Pavilion also features coffee cupping sessions twice a day and coffee serving by participants. The Director of Primary Product Export Development also added that Indonesian coffee has a unique taste characteristic to the region where it originates. The uniqueness and authenticity of coffee products from each region can be traced through the Geographical Indication (GI) system, and currently, Indonesia has 31 registered coffees with GI. According to data from the Central Statistics Agency (BPS), from January to April 2023, the value of Indonesian coffee exports to the world reached USD 236 million. In the January to April 2023 period, Indonesian coffee exports to Greece were recorded at USD 824,000. In 2022, the exports to Greece showing a 48.68% increase compared to the previous year.
