2. JAVARA: Pride as a Farmer


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JAVARA: Pride as a Farmer


Ryota Inoue
Kasumi Dinsey
Chintya Bamby
JAVARA recognizes the wide variety of Indonesia's cultivation product, especially ones that are indigenous and organic. Their business model is fair to the farmers that they help (both financially and strategically) to maintain their products. By visiting JAVARA, I got to know that we can be a socio-entrepreneur, a term that is so interesting because socio-entrepreneur combines supporting a good cause while getting profit for our business. Not only that, JAVARA opened my eyes. I'm so proud of my country's indigenous food heritage and I'm trying my best to purchase local products!

“I want to spread organic products which are good both for health and for environment.” Mr. Dwi lively said with passion.
The weather of Bogor, southern part of Java island, has cool weather compared to Jakarta. Mr. Dwi is one of the farmers who is working at a farm in Bogor which is known for its comfortable weather.
However, in contrast with the hope of Mr. Dwi, nowadays Indonesia is filled with cheap products which are mass produced. Therefore traditional organic products which are rich with diversity is difficult to find. Therefore, many farmers are caught up in price competition. They have to use artificial fertilizer, pesticide. Farmers are dependent both financially and technologically. For these reasons, the Indonesia’s diverse local products are decreasing.

JAVARA (meaning champion in Sanskrit) is established to solve this problem in 2008. JAVARA is not just selling products.
Together with local people in each region, they sell the story of the product; how it is created. By this, they protect Indonesia’s biodiversity.

Activity of JAVARA

JAVARA’s mission is to preserve Indonesia’s rich food heritage, biodiversity and the indigenous wisdom of a food system and take back farmer’s pride in their work.
To achieve this, JAVARA buys crops directly from farmers with appropriate price, and then they make it into attractive product with wonderful design and distribute to the market.
In addition, JAVARA offers their farmers health insurance payment and advice for farmers’ new business. However, what they prioritize the most is to avoid farmers being too dependent on JAVARA and to create chance for them to be proud of their job.
Currently, JAVARA works with over 50000 smallholder farmers and sells over 600 products.
Also, JAVARA established training system for more than 3000 artisans so that they can develop safe and high quality products.

It seems like everything is going well for JAVARA. However, they sometimes have to stop producing their product due to reasons such as crops being hurt by bad weather and crops being sold to other company offering higher price to farmers. How to deal with these kinds of issue could be said is their next theme.

Though they are facing these issues, JAVARA is famous for having sustainable management. Why is that so?
Based on the interview to Mr. Plot, co-founder of JAVARA, we found that JAVARA has good target setting based on market research and good balance for profit allocation.

In another word, JAVARA has grown its sales by targeting middle-high consumers who are interested in organic farming.
75% of JAVARA’s sales is from foreign market. We can say that JAVARA is attracting foreigners who are interested in organic product by appealing the story of that product. They are planning to increase their online sales, so they can expect even more stable income.
We introduce you sugar, one of their famous products. Profit of sugar is distributed to each section: 30% to farmers, 20-25%to JAVARA, 15-20% to retails, and the rest is for wrapping, artisans, designers and etc.. This well balanced profit allocation can be said that it is one of the symbols of JAVARA’s sustainable business model.


Today, JAVARA is one of the most famous social enterprise in the world which put effort in organic farming
Fortunately. we had chance to visit market where organic product companies gather to sell their product.

There were companies which sell cheaper than JAVARA. However, JAVARA seemed to have most attractive package among the companies participating in that market.

Actually, JAVARA seemed to have many customers compared to other companies. By this visit, we were able to actually see JAVARA is competing not by price but by quality of the products and by story of how that product is made.
JAVARA has variety of product which make use of Indonesia’s food diversity; honey, rice, salt, noodles with coloring by organic vegetables, and even processed snacks using coconuts.We are looking forward to JAVARA to have more online shops and to get JAVARA’s product easily even from Japan.




ドキュメンタリー/Documentary "JAVARA" 1