14 Feb 2018
This increase is in line with the increasing production figures of tea managed by PT KPBN’s parent company, PT Perkebunan Nusantara III (Holding) or PTPN, as well as the target to expand the export market. PT KPBN’s Director of Operations, Ery Erwin Efendi, said that the company will place more focus on developing the export market, both existing and new, throughout 2018. PT KBN has set an export target of 17,457 tons or 33% of this year’s total sales target. This figure is a 10% increase from last year’s actual exports which reached 15,870 tons.
“In 2018, with the increased volume, we will be opening new markets. Some of these markets have actually existed for a while now, but not directly. We will be selling directly to South Asian, Middle Eastern, and CIS countries,” said Ery when he was contacted by Bisnis, Tuesday (13/2/2018).
He explained that Indonesian tea has been exported to a number of markets such as Malaysia and Pakistan for a long time now. However, most of these exports were conducted by traders who buy the tea from auctions or the Jakarta Tea Auction (JTA).
In the future, PT KPBN intends to directly fill these export markets without having to go through auctions in Indonesia.
As for new markets, PT KPBN will target a number of export destinations such as several countries in South Asia, CIS (Commonwealth of Independent States) member countries, and Africa. The sales target for this market is 700-1,000 tons this year.
Additionally, according to Ery, PT KPBN has also been visiting a number of countries such as Dubai, India, and Pakistan which have also been targeted as direct markets for PT KPBN’s tea exports. Ery said that even though the sales to Pakistan are still small, this country will become the export gateway to the CIS countries.
“Through PT KPB’s visits to India, Pakistan, and Dubai, we have met with several buyers in Pakistan. There are already four buyers. We are currently in the process of exploring exports to this country,” Ery explained.
As for the export plans to Dubai, PT KB has established communication with the Dubai Trade Center. Ery said that there have been at least two interested buyers. The company has also recruited a Liaison Officer to market PTPN’s products, including tea.
Aside from the three regions mentioned above, PT KPBN will also re-establish the European market which has lately been weakening due to the anthraquinone issue. However, according to Ery, a portion of the parent company’s tea products from West Java has fulfilled the requirements and even the anthraquinone levels are now lower than the European Union’s standard.
“So the market expansion has to be done, because the volume is very high. That was our target. Frankly speaking, PTPN is currently in recovery, so its production has increased and there have been improvements. Well, the market has also increased,” he added.
Aside from the expansion of the export market, domestic market absorption is also predicted to increase. Ery explained that the domestic tea consumption has been high up till now. Last year, PT KPBN’s domestic sales reached 27,231 tons. As for this year, the sales volume inside Indonesia is targeted to increase by 26.85% to 34,543 tons.
Ery explained that currently, Indonesian tea consumers generally still prefer the orthodox black tea which still uses a mixture of manual and machine techniques in its processing.
Source: http://industri.bisnis.com
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February 13, 2018
Tea Distribution: PT KPBN Targets 50% Contribution from Export Market
Bisnis.com, JAKARTA—PT Kharisma Pemasaran Bersama Nusantara (PT KPBN) is targeting that its tea exports will reach 50% of the total sale in 2019-2020. For 2018, this subsidiary of PT PT Perkebunan Nusantara III (Holding) or PTPN is targeting a total tea sale of 52,000 tons or a 20.64% increase from last year’s sale realization of 43,101 tons.
PT KPBN estimates that its tea export figure will reach 17,457 tons or 33% of this year’s sales target.
“It is estimated that in 2019 or 2020 it will have reached that figure,” said PT KPBN’s Director of Operations Ery Erwin Efendi when contacted by Bisnis.com on Tuesday (13/2/2018).
Ery explained that the achievement of this figure will be boosted by increased production and, most importantly, the quality of Indonesian tea. According to Ery, Indonesian tea which has been exported abroad by traders is still inferior in quality compared to the production of other major producer countries such as India, Sri Lanka, Kenya, and Turkey.
In the future, after the tea quality improves, the company is targeting to increase its direct export market share without having to go through traders who buy the tea at the Jakarta Tea Auction (JTA) or the tea auction center in Jakarta.
Aside from quality, the anthraquinone level is another issue that has been hindering tea exports to Europe. However, according to Ery, PTPN VIII in West Java now has a number of plantations that produce tea with anthraquinone levels below the threshold set by the European Union.
Based on PT KPBN’s data, up until 2016 the company has exported to at least 11 countries including Malaysia, Russia, Pakistan, America, the United Arab Emirates, England, Poland, and others.
Subsequently, PT KPBN will also expand its market and target new markets in CIS member countries, the Middle East, and South Asia.
Source: industri.bisnis.com
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February 13, 2018
Expanding Tea Market in Pakistan, PT KPBN Collaborates with Banks
Bisnis.com, JAKARTA—PT Kharisma Pemasaran Bersama Nusantara (PT KPBN) is focused on making Pakistan one of the target countries for expanding the market to export tea products by collaborating with domestic banks
PT KPBN’s Director of Operations Ery Erwin Efendi said that Pakistan is key to entering the other target export markets of this subsidiary of PT PT Perkebunan Nusantara III (Holding) namely the CIS member countries which were part of the Soviet Union.
“Pakistan is our key to entering the CIS region. Its port is in Karachi,” he said when contacted by Bisnis on Tuesday (13/2/2018).
Ery explained that even though Pakistan has a lot of demand and is the key to entering the market for CIS countries, its payment system which is still semi-traditional becomes a challenge in the country.
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