Indonesia's signature Toraja coffee enjoyed a major success at the recent Specialty Coffee Expo (SCE) 2023, held in Portland, Oregon from April 21-23. Sales of the prized bean reached a whopping $20.6 million USD (approximately Rp. 305 billion), showcasing its growing popularity in the American market.

The Specialty Coffee Expo served as a key platform to bolster the branding of Indonesian specialty coffee as a world-class product within the US market. The event brought together key players in the coffee industry, including farmers' groups and micro, small, and medium enterprises (MSMEs).

Source:

Indonesian Ministry of Agriculture and Spatial Planning