Enviro News Asia, Jakarta — Specialty coffee from various regions across the Indonesian archipelago recorded potential transactions worth USD 30 million, or approximately IDR 498 billion, at the prestigious Specialty Coffee Expo (SCE) 2025 held in the United States. The exhibition took place from April 25–27, 2025, at the George R. Brown Convention Center in Houston, Texas.
Ranitya Kusumadewi, Trade Attaché of the Embassy of the Republic of Indonesia in Washington, D.C., stated that Indonesia’s participation in the SCE strengthened its position as one of the key players in the global specialty coffee industry.
“Indonesia’s specialty coffee successfully recorded potential transactions amounting to IDR 498 billion. The Indonesian Pavilion showcased the rich flavors and aromas of coffee from various regions, including West Java, Sumatra, Toraja, Central Java, Gayo, and Toba,” said Ranitya, as quoted in an official release from the Ministry of Trade on Friday (May 2, 2025).
Specialty coffee is considered the highest-grade coffee, produced under stringent quality standards. It is processed with special care from cultivation to the final product. The production process ensures a high level of traceability, reaching all the way to the end consumer, allowing specialty coffee to tell a compelling story—one rich in romance and heritage, which greatly appeals to coffee enthusiasts.
Ranitya noted that the rapid growth of the coffee industry in the U.S., coupled with global trade challenges, requires Indonesia to intensify its promotional strategies. These efforts are aimed at ensuring that Indonesia consistently positions itself as a producer of diverse, high-quality specialty coffees.
“Beyond showcasing close collaboration with multiple stakeholders, Indonesia’s participation in SCE 2025 also aims to demonstrate the quality of Indonesian coffee and related products to the U.S. market. Indonesian products highlight traceability and sustainability to meet U.S. market demands and global challenges,” Ranitya explained.
Seventeen Indonesian participants took part in the Indonesian Pavilion at SCE 2025. The Pavilion was officially opened by the Consul General of Indonesia in Houston, Ourina Ritonga, on Friday (April 25). Consul General Ourina stated that Indonesia’s participation also promoted the traditions and spirit of Indonesian coffee farmers who continue to innovate and uphold quality.
“The uniqueness of Indonesian coffee lies not only in its volume but in the ‘soul’ it carries. More than 90 percent of Indonesian coffee is grown by smallholder farmers using traditional, often organic, methods—even before such methods became a global trend,” said Consul General Ourina.
In addition to showcasing coffee products, the Indonesian Pavilion also held coffee tasting (cupping) sessions. These cupping sessions created promising opportunities for partnerships and trade transactions for Indonesian coffee businesses and successfully attracted the attention of buyers and global coffee industry professionals.
“The Indonesian Pavilion became a talking point among visitors because of the high-quality and diverse Indonesian coffee offerings. The cupping sessions at the Pavilion were a major draw for SCE visitors,” said one visitor from the U.S.
Meanwhile, Ranitya emphasized that the Indonesian Pavilion placed strong focus on coffee traceability and sustainability. Participants came prepared with detailed data and information regarding the origin of Indonesian coffee beans. Some even developed applications to showcase traceability, covering information from the source of the beans to production, distribution, and the buyer.
“Traceability is becoming increasingly important for many potential buyers to ensure the authenticity of coffee origin—especially for those emphasizing single origin, variety, and cultivation methods. It also ensures that the coffee is produced fairly, in an environmentally friendly manner, and in accordance with established standards,” said Ranitya.
