FROM BEANS TO A CUP OF COFFEE: EXPOSING THE UNEXPOSED

Abstract

Coffee has become an international commodity that can improve people's welfare. Indonesia's coffee production is still less than Vietnam, Columbia, and Brazil until now. Indonesian coffee, nevertheless, has different characteristics compared to Vietnamese and Brazilian coffees. The combination of geographical conditions and the touch of coffee farmers in the care and processing of coffee to bring a cup of coffee in the world market can be the basis of creating a competitive advantage as long as the valuable, unique in taste, and non-substitutable. Without it, undoubtedly Indonesian coffee will lose competition with Vietnam, or other ASEAN countries. This paper examines the intangible aspects of all coffee processing. So far, there had many researches focused on mainly tangible aspects of coffee such as coffee type, production quantity, price, and processing technology.