THE ROLE OF INDONESIA TRADE PROMOTION CENTER (ITPC) IN PROMOTING INDONESIAN COFFEE BEANS EXPORT TO THE UNITED STATES 2021–2022

Coffee beans are one of Indonesia’s leading commodities and have significant potential for expantion in international market. The United States (US) is a major export destination for Indonesian coffee beans and has long served as one of Indonesia’s key trading partners. To increase coffee exports to the US, the Indonesian government, through the Ministry of Trade, has undertaken various initiatives efforts to promote coffee beans to the US market. The Indonesian Trade Promotion Center (ITPC) is an extension of the government specifically tasked with conducting promotions abroad. There are 21 official ITPC offices operating worldwide. In 2022, ITPC contributed to an increase in the export value of coffee beans to the US. The Ministry of Trade of the Republic of Indonesia, through its export promotion agency, the Indonesian Trade Promotion Center (ITPC), conducts promotional activities based on four main activities, Export Support Services, Marketing, Research and Publications. Through these four approaches, ITPC Los Angeles and ITPC Chicago have successfully promoted coffee beans to the US and attracted American buyers, resulting in increased coffee beans exports to the country. ITPC actively participates in various exhibitions to achieve national export goals. These activities include business matching, organizing trade expos, and strengthening collaboration with government institutions. As such, these initiatives are expected to continue boosting the export value of Indonesian coffee beans, particularly to the US market. ITPC maximizes its capabilities in promoting coffee beans to the US by directly connecting buyers with coffee suppliers and exporters. ITPC has demonstrated an effective role in implementing export export promotion activities.