Starbucks Celebrates Indonesia’s Coffee Heritage at Inaugural World of Coffee Asia 2025 in Jakarta
Reaffirms long-standing commitment to Indonesian coffee and farming communities, marking 10 years of impact through its Farmer Support Center in North Sumatra
As the largest purchaser of premium Arabica coffee from Indonesia, Starbucks marked its debut at the inaugural World of Coffee Asia 2025 in Jakarta on May 15th, honoring Indonesia’s rich coffee heritage and its role as one of the world’s most celebrated coffee origins.
Indonesia holds paramount significance in Starbucks global journey of serving the finest coffees around the world, with the company proudly sourcing from the country’s diverse coffee-growing regions since 1971. With its long-term investments and on-the-ground initiatives like its Farmer Support Center in North Sumatra, Starbucks has cultivated a decade-long partnership with Indonesian farmers and communities in its ongoing work to ensure a future of coffee for all.
“Indonesian coffee is deeply woven in our heritage since 1971. Over the years, its rich tapestry of flavors and traditions has shaped nearly 30 of our most treasured Starbucks blends and over 100 unique single-origin offerings from all over Indonesia with a focus on Sumatra. Today, this popular single-origin coffee is served in over 80 countries globally,” said Chanda Beppu, president, Starbucks Asia Pacific. “We are proud to be part of this landmark event in the world of specialty coffee as we celebrate the origin, the communities, and the future of coffee in Indonesia. By bringing together our experts in agronomy and coffee innovation with our skilled baristas, we aim to spark meaningful collaboration and knowledge-sharing across the industry, while showcasing our enduring connection to Indonesian coffee.”
An experiential discovery of Starbucks coffee stories – from Indonesia to the world
This year, Starbucks invites visitors to experience the journey of its Indonesian coffee – from its origins on the farms to its enduring place on the global stage. At the immersive Starbucks booth, guests can explore the bean-to-cup coffee journey, uncover the rich heritage behind Starbucks Indonesian coffees, and learn about the company’s long-standing support for farming communities. Guests can also savor the bold, earthy flavors of Starbucks Indonesian brews alongside a curated selection of coffees from around the world, skillfully crafted by Starbucks baristas at the Brewers Bar. In addition, guided cupping sessions – a sensory coffee tasting led by Sergio Alvarez, master coffee developer at Starbucks – will offer a deep dive into the flavors, aromas, and quality that define Starbucks coffees.
Inspiring coffee leaders of today and tomorrow through shared knowledge and expertise
The event also features a Lecture Series where pre-eminent industry experts will explore some of the most pressing issues facing the future of coffee – from ethical sourcing and innovation to climate adaptation and resilience against growing threats of rising temperatures, shifting weather patterns, and soil degradation affecting coffee farming communities.
Exemplifying Starbucks open-source approach to strengthen the coffee production ecosystem, Roberto Alonso Vega Alfaro, vice president, Global Coffee Agronomy, R&D, and Sustainability at Starbucks, will join the expert line-up to share insights and best practices drawn from Starbucks global agronomy work.
“Since 2013, we have been at the forefront of addressing climate change to ensure the future of coffee of all. Our approach focuses on mitigating its impact on coffee production, while improving productivity, profitability and climate resilience for farmers,” said Roberto. “Our innovations and agricultural practices are already yielding positive results, helping farmers increase resilience and productivity. This includes developing new coffee varietals and sharing best agricultural practices that boost yields and enhance coffee quality. It is my privilege to discuss Starbucks agronomy work and how we continue to strengthen the sustainability of coffee farming for generations to come.”
As part of its commitment to nurture the next generation of coffee leaders, Starbucks will also sponsor the championship prize at the 2025 World Brewers Cup at World of Coffee Asia, taking three winning baristas on a journey to Hacienda Alsacia in Costa Rica – Starbucks global research and development hub and home to one of its ten Starbucks Farmer Support Centers globally. This is where they will gain firsthand experience into the first ten feet of the coffee journey – from seed to harvest – while deepening their understanding of sustainability best practices and innovations shaping the future of coffee.
Marking a decade of impact in North Sumatra: Uplifting farmers through Starbucks Farmer Support Center
Now into its tenth year, the Starbucks Farmer Support Center (FSC) in North Sumatra continues to serve as a vital hub for agronomy research, farmer training, and sustainability innovation. Over the years, the FSC has helped smallholder farmers access advanced techniques and practices such as water conservation, disease-resistant coffee varietals, and improved soil management practices – enhancing traditional growing methods to improve the quality, productivity, and profitability of their crops.
Across the region, four model farms bring these innovations to life — demonstrating how modern, sustainable methods like regenerative agriculture can be successfully adopted in real-world conditions. These living ‘classrooms’ empower farmers with the tools and confidence to build climate-resilient practices that safeguard both their livelihoods and the future of coffee.
This work is further supported by Starbucks Coffee and Farmer Equity (C.A.F.E.) Practices – established in 2004 to promote sustainable, transparent, profitable and ethical sourcing.
“Our promise to farmers is to help ensure a sustainable future for coffee for all– one that respects, uplifts and strengthens farming communities. In Indonesia, where over 90% of coffee is grown by smallholder farmers, promoting sustainable and transparent coffee growing practices is not just important to Starbucks – it’s essential,” said Masyitah (Ita) Daud, country manager, Starbucks Farmer Support Center in Indonesia. “For us, success means helping farmers improve the quality of life and earn a sustainable income from coffee. We are proud to work alongside more than 58,000 Indonesian farms verified under C.A.F.E. Practices, strengthening both livelihoods and a resilient, high-quality coffee supply.”
The FSC also collaborates with key industry organizations to broaden its impact. In partnership with the Indonesian Coffee and Cocoa Research Institute, Starbucks supports a seedling donation program that distributes around 1.5 million seedlings annually to farmers across Indonesia – helping to enhance farm productivity and long-term environmental sustainability.
Starbucks has also partnered with PUR to advance a 50-year reforestation and carbon reduction initiative in Sumatra. Between 2024 and 2028, the program aims to plant 700,000 trees, including 15,000 native shading tree seedlings annually – to enrich soil health, protect coffee crops, and promote biodiversity, reinforcing Starbucks commitment to creating a more resilient future for coffee-growing communities.
For more information about Starbucks coffee sourcing, sustainability initiatives, and partnerships in Indonesia, please visit: www.starbucks.com/responsibility.
