First Crack Coffee Academy Hopes to Improve Local Coffee Image in Global Market

By : Abraham Sihombing And Aldi Firhand. A | Sunday, January 14 2018 - 22:29 IWST

Evani Jesslyn is serving coffee customers at the First Crack Coffee Academy outlet (Abe Photo)
Evani Jesslyn is serving coffee customers at the First Crack Coffee Academy outlet (Abe Photo)

INDUSTRY.co.id - Jakarta - The establishment of First Crack Coffee Academy in November 2017 is expected to improve the image of local Indonesian coffee in the global market. The reason, the desire of industry players to boost the image of Indonesian coffee continues to increase. This is marked by the opening of coffee outlets in the domestic market.

"In the future, the coffee industry is expected to improve the local coffee image in the global market. For that, they need to be equipped with some learning, which is education about packaging, marketing (marketing) and branding (brand) appropriately, "said Evani Jesslyn, owner of First Crack Coffee Academy, in Jakarta, Friday (12/01/2018).

Evani said, if the three lessons are met, then the image of Indonesian coffee in the global market will continue to increase. Because such education is very necessary and is fundamental to improve local coffee business abroad.

Evani said the potential of local coffee is very promising. Indonesia has a very dense population that can be a potential coffee market. However, such conditions will be useless if not accompanied by a sense of ownership and comprehensive knowledge about the various local coffee that exists today.

"The reason is, if the big potential is not tilled in a concrete and comprehensive, then over time there is the possibility of our local coffee can be claimed by foreign parties," said Evani.

Therefore, Evani established a coffee academy called First Crack Coffee Academy. The school on coffee made by Evani is the only official partner of the Specialty Coffee Association (SCA).

The SCA is a joint of the Specialty Coffee Association of America (SCAA) and the Specialty Coffee Association of Europe (SCAE).

At this coffee school, Evani said, the teachers gave the coffee skills diploma module. It starts from introduction to coffee, green bean coffee, sensory, brewing and barista beginner class, intermediate and professional.

"Since its launch in November 2017, sensory classes are immediately filled by beginners to coffee shop owners," Evani added.

In addition, the First Crack Coffee Academy has a coffee roasting room and a cafe serving local Indonesian coffee products. This coffee school carries the philosophy of empowering women (empowering women).

In the future, Evani also plans to develop a coffee shop in the Sudirman Central Business District (SCBD) integrated business area, South Jakarta. The opening of the outlet aims to print 30 diploma coffee experts in the next one year.

"Ideally, we will open three coffee outlets. However, what we have confirmed will be opened in next February is the outlets located in the area SCBD, "said Evani. (Abraham Sihombing)

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