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Coffee-drinking event scheduled in Flores to promote local coffee

News Desk

The Jakarta Post

Jakarta  /  Wed, July 5, 2017  /  11:05 am
Coffee-drinking event scheduled in Flores to promote local coffee

Adults in Flores will participate in the event by drinking coffee at 2.00 p.m. local time on July 19. (Shutterstock/File)

Eight regencies on Flores island in East Nusa Tenggara province (NTT) are set to participate in ‘The Million Flores Coffee Cup’ movement. 

The movement encourages local adults in Flores to simultaneously drink coffee on July 19th, at 2pm WITA (Central Indonesia Time). Those who participate will have to sign a proof of participation provided in each village, which have partnered with the local tourism board. The signatures will then be taken to the Indonesian Museum of Records (MURI).

“We are aiming to gather 115,000 signatures per regency. [On the day of the event] each local has to bring his own coffee and mug to drink from. Locals are encouraged to drink at village centers, the districts’ square or the regency’s football fields,” said Yos Kelen, committee chairman of The Million Flores Coffee Cup movement. 

Those unable to come to the recommended locations are encouraged to drink coffee at home.

The Million Flores Coffee Cup movement is aimed at promoting Flores coffee to the world and receiving some much-deserved media exposure. 

A number of areas in Flores, namely Bajawa (Ngada regency), Boawae (Nagekeo regency) and Lio (Ende regency) are production centers of robusta and arabica coffee. To date, Flores coffee has been traded in Bali and Java, and even abroad branded as ‘Balinese coffee’ and ‘Javanese coffee.’

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Kelen also mentioned the existence of local coffee producers who have started producing packaged Flores coffee in the form of both roasted beans and powdered coffee. The marketing, however, is still limited. 

“Flores coffee is known for its particular taste due to its cultivation at 500 to 1000 meters above sea level. The sun shines all year long, resulting in a perfect photosynthesis process, which ultimately give Flores coffee its highland taste,” Kelen told kompas.com on Sunday. 

Regencies involved in the event include West Manggarai, Manggarai, East Manggarai, Ngada, Nagekeo, Ende, Sikka and East Flores. In addition to the eight regencies, Lembata regency will also participate in the event. 

“After getting listed in the MURI records, we hope Flores coffee will break into various brand-name coffee shops worldwide such as Starbucks or Maxx Coffee. We hope the movement can also entice locals to start their own businesses and open up their own coffee shops. [When this happens] The value of Flores coffee will increase, which will also boost farmers’ income,” Kelen said. (mas/asw)