From Remote Village to Digital Marketplace: The Story of Laharpang Coffee Farmers

From Remote Village to Digital Marketplace: The Story of Laharpang Coffee Farmers

On the slopes of Mount Kelud, in a small hamlet called Laharpang, lies a community of coffee farmers whose lives have been deeply intertwined with the land for generations. Their coffee, known for its distinctive aroma and robust flavor, has long been a source of pride for the village of Puncu in Kediri Regency. Yet until recently, their products rarely reached markets beyond their local area. Poor internet connectivity and reliance on conventional sales meant that Laharpang coffee remained a hidden gem.

“Even if we wanted to sell online, it was impossible. The signal never reached here,” recalled Mega, one of the women who runs a small coffee stall for the community. Like many others, she had heard about online marketplaces but felt they were out of reach. The digital economy was booming elsewhere in Indonesia, but in Laharpang, the farmers were left behind.

That began to change in 2024, when a community service team from the Faculty of Economics and Business, Universitas Airlangga, arrived with a plan. The project, carried out in collaboration with LAZ Al Azhar and Yayasan Mandiri Ukhuwah Persada, was not just about training—it was about breaking down barriers. The biggest challenge wasn’t the farmers’ willingness to learn; it was the blank spot of internet coverage that isolated the hamlet.

A Game-Changer Called Starlink

The turning point came with the installation of Starlink, a satellite-based internet system. For the first time, farmers could connect to the digital world with stable, fast internet. Suddenly, the idea of selling coffee online wasn’t a distant dream anymore. “When the internet came, it felt like the world opened up to us,” said another farmer with a smile.

The installation didn’t just benefit the farmers. Hikers on the Kelud trail and local residents also enjoyed the newfound connectivity. The community agreed to share the monthly subscription costs, ensuring sustainability long after the program’s completion.

Learning to Sell in the Digital Age

With the internet in place, the next step was equipping farmers with digital skills. Training sessions were held at Lamor Coffee, a local coffee shop owned by the farmers.

The first session introduced them to content creation—how to record, edit, and post promotional videos on TikTok and Instagram. Equipped with smartphones and apps like CapCut, the farmers split into groups, each tasked with making short videos to showcase Laharpang coffee. Laughter and excitement filled the room as participants learned to angle their cameras, add captions, and even use trending background music.

The second session focused on online selling through Shopee. While most participants were familiar with buying products on the platform, none had ever tried selling. Trainers guided them step by step: taking product photos, editing with Canva, writing engaging descriptions, and setting up their online stores. By the end of the day, Lamor Coffee officially had its own Shopee shop. Other participants followed, selling seafood and handicrafts online for the first time.

From Buyers to Sellers

The moment of pride came when the first online orders were placed. Trainers acted as mock buyers to simulate transactions. Farmers packaged coffee, handed it to couriers, and waited eagerly for confirmation. When the payments arrived through ShopeePay, the participants cheered. For them, it wasn’t just about one sale—it was proof that they could compete in the digital marketplace.

“We used to only buy on Shopee. Now we can sell our own coffee. It feels like we’ve stepped into a new world,” one participant said.

Beyond Coffee: A Path to Tourism and Prosperity

The ripple effects of the program are already visible. Laharpang coffee has gained wider recognition, not only as a product but also as part of the Mount Kelud tourism experience. Online promotion draws attention to the coffee, and with it, the natural beauty and cultural richness of the area. Tourists who visit Kelud now have another reason to stop by Laharpang—not just for the view, but for the coffee that tells the story of resilience.

Lasting Impact

The program’s impact is not limited to training and online sales. It has produced journal publications, media coverage, and video documentation. More importantly, it has transformed the mindset of farmers who once felt left out of the digital age. Pre- and post-training evaluations showed a significant leap in digital literacy, with test scores rising from 74.5 to 91.0 on average.

For the people of Laharpang, the change is profound. “We no longer feel isolated. We feel connected, empowered, and ready to grow,” said one farmer during the evaluation.

From a village once left behind in the digital blank spot, Laharpang now stands as a symbol of how technology, when paired with education and community empowerment, can open doors to prosperity. The story of Laharpang coffee farmers is no longer confined to the slopes of Mount Kelud—it is now part of the digital economy, ready to be shared with the world.