BOOST KOPI: Branding Optimization for Sawaran Lor Coffee to Enhance Farmers Economy

Abstract

Coffee is an important drink throughout the world because it has great economic value, especially for producing countries like Indonesia. The coffee plantation sector makes a major contribution to the country's GDP, industry, employment and foreign exchange. Sawaran Lor, a village in Klakah District, Lumajang Regency, has agricultural land and plantations covering an area of 995,267 ha with superior commodities such as sugar cane, coconut, coffee and tobacco. Even though this village's coffee is high quality, its use is limited because it is considered less profitable. Innovation in coffee processing is needed to improve the economy and introduce Sawaran Lor especially coffee. One way to overcome this problem is by holding the BOOST KOPI Program: Branding Optimization for Sawaran Lor Coffee to Enhance Farmers Economy which will be carried out during Real Work Lectures (KKN) at 10 July - 23 August 2024 in Sawaran Lor Village, Klakah District, Regency Lumajang. The product produced from the UNEJ 242 KKN team service program activities is the use of processed coffee cherries and is named Salor Coffee. The aim of making this product is to increase high economic value for the people of Sawaran Lor Village, especially coffee farmers. The
implementation method used is in the form of a mentoring program by the UNEJ 242 KKN Team together with residents who farm coffee in the local area in processing coffee cherries into salor coffee products, which synergize with each other from upstream to downstream.