Rekindle the love for Indonesian CuisineStrategic Blueprint

Indonesia is blessed with a unique landscape and rich amalgamation of culture, resulting in an abundant tradition

of food and a great diversity of quality produce.

As society progress, the status of Indonesian cuisine and ingredients are overshadowed by Western and other Asian

influenced food. People see Indonesian food as their “comfort food”, but has little knowledge of the substance it

possesses.

As a result, Indonesian cuisine is no longer the king in its own home.

The sad fate of Indonesian food is not only caused by the shift in society’s preference. The modern agriculture industry has pushed the farming tradition in Indonesia to focus on productivity and yield. There is little concern on the quality of products and the overall impact of modern agriculture on the well-being of producers, as well as the environment.

Farmers are pushed to the bottom of the social pyramid, with many intermediaries between them and end-consumers. Technology and science does not play the role of promoting the well-being of producers and sustaining good quality products.

Rediscover the rich tradition and diversity of Indonesian cuisine

Flip the role of technology to make it more quality and well-being focused

thechallenge

the goalIndonesian cuisine can play its role as a source of national pride, and reflects its vast diversity in tradition and quality produce. All that while

promotes the well-being of everyone involved in the ecosystem

the goal needs to be approached by uniting forces To fulfill the goal of shifting the social and quality context of Indonesian cuisine,

a strategic collaboration between various actors participating in the discourse has to be established.

A major challenge we are currently facing in advancing Indonesian cuisine and produces lies in the disconnection between the act of production and

consumption of food. To be a source of national pride, people needs to be informed of the great tradition behind food production . Thus, we need cultural

producers - people who are involved in the investigation and production of social meaning - to be part of the discourse.

To promote the overall well-being of people, business and producers have to work hand in hand on equal ground. That means no more looking down on

farmers, and start see them as valuable business partners. To produce good quality &healthy products, we need to involve technological producers, who use

their technical expertise in the discovery & development of better options.

producers consumersbusiness

gastro intelligentsia

government

scientist education

mediachefs

cultural organizations

cultura

l pro

ducers

technolo

gical pro

ducers

Indonesian food should be more than just pleasure.

We’d like to envision a new meaning to it: as an instrument to improve lives.

How?

discover

developdisseminate

creation of meaning

discover

producers consumersbusiness

cultural interpreter

technology interpreter

gather stories, local traditions & wisdom

discover local ingredients, build practice of foraging

define potential pilot area for quality

produce

develop

producers consumersbusiness

cultural interpreter

technology interpreter

local knowledge sharing and transfer

local knowledge sharing & transfer

work with producers on the development of quality produce

develop sustainable

supply chain

research on healthier options

disseminate

producers consumersbusiness

cultural interpreter

technology interpreter

utilization of media touch points and

gastro-intellegentsia to “elevate” the status of Indonesian produce

commercialization of foraging culture

dissemination of healthier option

producers consumersbusiness

cultural interpreter

technology interpreter

the strategicblueprint

discover - pull

discover - pull

producers

producers

producers

develop -co-creation

develop -pull

develop -lab

dissemination - push

dissemination - push

can the blueprint answer the initial challenge?

With commitment, YES! We believe so.

The blueprint requires all actors to work together to achieve a unified goal. While uniting forces require a great deal of effort, and not to mention a major paradigm shift, there is always a possibility to start small to test the stretch of

the concept. There are numerous movements aimed at addressing the challenge, but many of them work in isolation. To not reinvent the wheel, we can

start by gathering these “interpreters” together to build a joint action plan.

Interested in rediscovering history? contact us at xxx@xxx.com