The Department of Food and Agricultural Product Technology (TPHP), Universitas Gadjah Mada (UGM), successfully held a Focus Group Discussion (FGD) on the theme “Business Plan Idea Generation” as part of the Kampus Merdeka Competition Program (PKKM). The event took place on Wednesday, June 12, 2024, and featured three experienced speakers: Wednes Aria Yuda, S.T.P., Ir. Erista Adisetya, M.M., and Ir. Benjamin Mangitung, each sharing valuable insights on business development in the food and agriculture sectors.
The first session was presented by Wednes Aria Yuda, S.T.P., Co-Founder of Cokelat nDalem, who discussed “Re-Innovating Chocolate from Indonesia.” Mr. Yuda emphasized the importance of marketing and innovation as keys to business success. He highlighted the successful collaboration between PSPG UGM and Cokelat nDalem during the COVID-19 pandemic, which resulted in the product Chobio. According to Mr. Yuda, many MSMEs in Indonesia experience stagnation due to a poor understanding of market needs. Therefore, market research is a crucial first step in creating products that meet demand, supporting SDG 12: Responsible Consumption and Production. He also addressed the challenges faced by MSMEs, such as limited human resources, lack of innovation, and increasing competition. Mr. Yuda suggested that students should be involved in more comprehensive entrepreneurship courses, including mentorship, incubation, and business acceleration, to foster entrepreneurial interest—supporting SDG 4: Quality Education and Lifelong Learning.
The second speaker, Ir. Erista Adisetya, M.M., Director of Erista Garden, focused on “Business Plan Concepts.” Mr. Adisetya stressed the importance of shifting students’ mindset from job seekers to job creators, aligning with SDG 8: Decent Work and Economic Growth. He introduced the Erista Garden concept, which encompasses the full business cycle from seeds to processed products, supporting SDG 2: Zero Hunger, particularly through enhancing agricultural productivity and sustainable business practices. Mr. Adisetya also highlighted the importance of branding and consumer trust, built through direct customer relationships without third-party intermediaries. He noted that genuine customer reviews on social media are the most effective form of marketing, strengthening business credibility and sustainability—again, in support of SDG 12.
The final speaker, Ir. Benjamin Mangitung, CEO of BeeJay Group, delivered insights on “Foodpreneurship.” Affectionately known as Mr. Ben, he emphasized commitment and perseverance as key factors in running a business. He also highlighted a paradox in Indonesia: despite its vast fishery resources (17,000 tons of fishery products), stunting rates remain high. Through various programs, BeeJay Group has distributed fish products to improve community nutrition, aligning with SDG 2: Zero Hunger and Better Nutrition.
Through this FGD event, it is hoped that TPHP UGM faculty members will be further motivated to develop innovative and sustainable business ideas and to guide TPHP students in preparing to face the challenges of the entrepreneurial world.