The ACT! Project Encourages Consumers to Reduce the Negative Impact of Domestic from Food Consumption at Jogja Coffee Week 2025
Yogyakarta, 5-7 September 2025 – Accelerating Consumer Transformation and Sustainability, or more commonly referred to as ACT! project, participated in the Jogja Coffee Week (JCW) 2025, at Jogja Expo Center (JEC). The project is a joint initiative between Rainforest Alliance, Sustainable Coffee Platform of Indonesia (SCOPI), and Cocoa Sustainability Partnership (CSP), with the support of the European Union through the SWITCH-Asia program. As the 5th annual JCW, it was attended by more than 100 exhibitors from the food and beverage industry across the industry, attracting more than 20 thousand visitors.
Through the ACT! project, we are not only aiming to build people’s awareness but also to nurture a critical mindset on the importance of knowing where goods come from, where it is planted, processed, or whether they sustain the farmers’ with a proper livelihood. Moreover, we want to build an understanding of the importance of consuming certified coffee, tea, chocolate, and palm oil,” said Manager Consumer Campaign and Engagement, Rainforest Alliance Indonesia, Margareth Meutia.
With the fourth largest population, Indonesia’s domestic consumption experienced a sharp increase due to economic growth and middle-class growth. These factors also contributed to the high demand for coffee consumption.
“For SCOPI, Jogja Coffee Week 2025 is a perfect stage to celebrate collaboration for all coffee actors, especially in Yogyakarta. Through ACT! project, we want to bridge inspiring stories from farmers in the field who have worked hard to implement sustainable coffee plantations to coffee enthusiasts here,” said Executive Director SCOPI, Ade Aryani.
“We believe when consumers understand the journey and impact behind every cup of coffee, they will be inspired to join in the sustainable lifestyle movement, ensuring every sip of coffee is a treat and is responsibly sourced,” Ade adds.
An increase in domestic consumption has been happening in several key commodities that are prone to deforestation, such as tea, coffee, cocoa, and palm oil. These impacts are projected to accelerate along with population and economic growth. The ACT! consortium views coffee, cocoa, tea, and palm oil as having the potential to create a negative impact on the environment and socially, especially when these commodities are produced without adhering to sustainable principles.
In the cocoa sector, CSP along with its members and
strategic partners ensures that the cocoa that is produced from the field does
no deforestation, child labour, and dangerous chemicals, while employing youth
and women fairly – while doing good agricultural practice. ACT! project is a
joint effort to encourage sustainable consumption of sustainable products,” said
Program Manager, CSP, Armin Hari.
Melalui ACT! Project, konsorsium mengedukasi konsumen tentang sejumlah praktik yang perlu dilakukan untuk mengurangi dampak negatif dari produksi pangan domestik. Praktik tersebut, di antaranya produksi komoditas di lahan yang jelas status legalitasnya, menerapkan praktik GAP (good agricultural practices) atau pertanian yang baik dan pertanian regeneratif, tidak diproduksi di atas lahan hasil deforestasi atau pembakaran hutan, menggunakan lahan yang bukan habitat satwa langka maupun tanah adat, memperhatikan kesejahteraan pekerja kebun, serta memberikan manfaat bagi masyarakat setempat di sekitar kebun.
Through ACT! project, the consortium educates consumers about several good practices in an effort to reduce the negative impact of domestic food consumption. Some of these practices should also consider land legality, incorporating Good Agricultural Practices (GAP) and regenerative agriculture, avoiding producing on deforested land or burned fields, conservation areas, and indigenous land, while also ensuring workers' welfare and social inclusion of the community around the farm.
At JCW, ACT! project brought a sustainable theme through the booth exhibition, where it was constructed using natural materials inspired by “warung angkringan”. For three days, visitors can enjoy free coffee and chocolate from around Indonesia. The booth also hosts a mini-talk show, where Jovial da Lopez, Rikolt, representatives from Puncak Jaya (Papua) Agricultural Agency, and coffee farmers from Puncak Jaya participated. Moreover, ACT! project consortium representatives also participated in the talk show on the main stage alongside Senior Vice President of Marketing Commodities, PT Perkebunan Nusantara 1, Laeli Fadli Arif; Hayati Coffee Founder, Wijaya Gunawan; Coffee Influencer, Larka Riya; and Quality of Implementation Manager SEA Maritime and Oceania, Rainforest Alliance, Benedictus.
About SWITCH-Asia
Established in 2007, SWITCH-Asia is the largest European Union funding program promoting Sustainable Consumption and Production in 42 countries across Asia, the Middle East, and the Pacific. Through the EU Green Deal and Global Gateway, the EU is committed to supporting countries' transition to a low-carbon, circular, and resource-efficient economy while promoting sustainable consumption and production patterns in Asia and greener supply chains between Asia and Europe.