LPEI Supports The Growth Of Kelor Superfood Exports, Making It A Star Product

From January to September 2024, the export value of powdered vegetables saw a significant increase of 90.74%, reaching USD 13.75 million, up from USD 7.21 million during the same period last year. The volume also rose by 169.41%, from 1,610 tons to 4,350 tons. Most of the exported products are vegetable mixes, including moringa powder. The highest cumulative export value growth was to China (up USD 7.39 million), Thailand (up USD 110.54 thousand), Saudi Arabia (up USD 71.01 thousand), Japan (up USD 46.09 thousand), and Malaysia (up USD 35.08 thousand), indicating a bright future for the powdered vegetable market, especially for moringa-based products.

The high market demand for moringa products has prompted the Indonesian Export Financing Agency (LPEI) to enhance the export potential of moringa leaves through initiatives like the Coaching Program for New Exporters (CPNE) and the Foreign Exchange Village. One successful CPNE graduate is PT Keloria Moringa Jaya, which exports processed moringa products.

Moringa, known as a superfood with numerous health benefits, has entered international markets thanks to the intensive guidance and support from LPEI. The CPNE program focuses on equipping exporters with skills, understanding global market regulations, and effective marketing strategies.

Fachrul Rozi Lubis, the owner of PT Keloria Moringa Jaya, stated, "LPEI provided us with invaluable training, from finding buyers and determining product HS codes to calculating export costs to avoid losses. We also learned how to create an effective company profile and e-catalog to present our products to international buyers."

The first product exported was moringa powder, shipped to Australia in early 2021. The initial shipment weighed 20 kg in one package. Now, they can send up to 300 kg in a single shipment, with delivery frequency ranging from one to three times a month. Export earnings reach about USD 5,400 per month.

Currently, over 75% of total sales of Keloria Moringa products come from the export market, while the remaining 25% is for the local market. This moringa powder is also used abroad as an ingredient in herbal medicine and cooking spices.

LPEI supports the Kelor Leaf Devisa Village, which is developing moringa products as a key commodity. This village has progressed due to a support program that includes improving production and marketing capacity, helping local moringa products gain wider recognition internationally.

Located in Batang-Batang District, Sumenep Regency, Madura, this village has received special assistance from LPEI, such as organic certification support, allowing their moringa leaves to enter markets in America, Europe, and Australia. With significant production capacity improvements, the village can now produce moringa leaf powder from 500 kg per day to 1.5 tons per day, achieving a cost efficiency of Rp14,400/kg.

Currently, the village's production capacity is 12 tons per month for powder and 20 tons per month for dried leaves. About 90% of the moringa leaf products are exported directly, mainly to Malaysia. The nutrient-rich moringa from Sumenep is highly sought after in international markets, as it is used not only for food and medicine but also in cosmetics and animal feed. The moringa leaves produced are considered high quality, enhancing their market appeal globally.

LPEI's role in Kelor Leaf Devisa Village also includes providing drying equipment and milling machines to boost production. With strong collaboration between LPEI and the supporting agency PT. AGRO DIPA SUMEKAR, over 1,700 farmers in 9 local villages are now involved in moringa leaf production, improving the welfare of the surrounding community.

Tag: Indonesian Export Financing Agency Kelor Superfood Exports LPEI