Heaptalk, Jakarta – Nowadays, people’s awareness towards a healthy lifestyle significantly enhances, particularly since the covid-19 has striked the world. The awareness leads society to select healthy food, and it becomes more critical to find out the source of the ingredients to ensure that the intake of food can maintain their body endurance. Arum Ayu, one of Indonesia’s food producers, answers the challenge by providing gluten-free products made with natural ingredients.
Gluten-free product is a food commodity that removes gluten, a protein contained in grains such as wheat, barley, and rye. Arum Ayu, as a food producer, attempts to introduce this product to Indonesia. The Firm has disseminated awareness towards health to people, especially for those people with celiac or mildly intolerant towards gluten.
As the Firm stated, the idea to emerge the product comes from the intention to help Indonesia’s farmers to live a prosperous life. The Entity perceived that Indonesian has a tendency to rely on food that contains gluten. However, the country has a limitation to produce the groceries that solely can grow in four-season countries. In order to capture the public’s demand, Indonesia Government is forced to import the food ingredients from other countries.
On the opposite, the country has a vast potential for producing tubers, but the diminutive demand toward the products has ruined the price and decline the farmer’s welfare. Plenty of people have become pessimistic about being a farmer by considering the low income obtained. Inspired by the country’s situation, Arum Ayu has transformed the country’s corps through innovation as a measure to jack up the farmer’s life as well as deliver an alternative product that is healthier.
The Entity has processed cassava to be a high-value product in the form of gluten-free flour so as food made by the product is friendly to everyone. To keep up with the modern era, the Entity has modified its gluten-free flour to a product that allows people to have an easier cook experience by launching all-purpose flour, instant pancake flour, and instant brownies flour. For those who are too busy to cook, Arum Ayu also provides delicatessen in the form of eggless cookies, crunchy soes, fudgy brownies, and risoles, and etc. Arum Ayu claimed that their product is as delicious as a gluten-based product but healthier so the product, especially for crunchy soes, fudgy brownies, and all-purpose flour, are enthusiastically accepted by people.
In its journey, various endeavors have been conducted to magnify the market, including optimizing digital marketing. Digital transformation massively conducted across Indonesia has assisted Arum Ayu to blossom out. By gluten-free campaign, Arum Ayu has promoted its selling through the marketplace while educating people about local food facts in social media. Arum Ayu hopes that its campaign can switch people’s mindset to be proud to use local products. In addition, the product also is well-packaged to attract consumer’s attention. The efforts are performed to efficiently span its target market, namely millennial and technology savvy people.
To reach out to more customers as well as to enlarge the business, Arum Ayu also opens a business partnership that offers a pocket-friendly cost to people who wants to sell the product. In the near future, the Entity is targeted can attain more resellers as well as penetrate a retail market. Arum Ayu aspires that the campaign can switch people’s mindset to be proud to use local products and enhance people’s realization about healthy food and farmer’s welfare.
“Our sales reach national scale, from Sabang to Merauke, especially now, technology, namely the marketplace and social media, allows us to market our product easier,” said Arum Ayu’s Founder, Herdinda Arum. (WLN)
