The study highlights a growing trend in the internationalization of small rural enterprises. While global trade is often dominated by large corporations, this research demonstrates that farmer groups and local communities can also participate in export markets by leveraging community connections and informal international networks. The findings are particularly relevant for developing countries seeking sustainable rural economic growth through non-timber forest products.
Genitri seeds hold both economic and spiritual value in several Asian countries, especially India. Rising global demand for natural and environmentally sustainable products has increased export opportunities for commodities sourced from rural communities. However, small agribusiness actors often face major barriers, including limited market access, lack of export knowledge, restricted capital, and difficulties meeting international quality standards.
The research focused on Kedemangan Village in Blitar Regency, one of Indonesia’s genitri-producing regions. The researchers used a qualitative case study approach involving in-depth interviews, field observations, and documentation. Key informants included farmer group leader Sucipto and farmer group members Tedy Nawala and Mardian. The collected data were analyzed through thematic analysis to identify patterns in the farmer groups’ internationalization strategies.
The study identified four major strategies that helped farmer groups integrate genitri seeds into international export markets:
- multichannel marketing strategies
- diaspora networks as international market agents
- digital communication for trust-building
- production capacity and quality management improvements
One of the most important findings is the role of the Indonesian diaspora. Migrant workers from Kedemangan who live and work in Hong Kong and India became the first bridge connecting local farmers with international buyers. These diaspora actors introduced genitri seed products to importers and business contacts abroad while helping explain the product’s characteristics and market value.
Farmer group leader Sucipto explained that the first export relationships began when migrants brought product samples and information to potential buyers overseas. After initial interest from importers, the farmer group prepared small shipments for quality testing before establishing regular transactions.
According to the research, diaspora communities possess what scholars describe as “double embeddedness.” They understand both the local realities of rural Indonesia and the expectations of foreign markets. This dual position allows them to reduce uncertainty in international transactions and build trust between producers and buyers.
The research notes that diaspora members not only act as informal marketers but also help facilitate communication, explain export procedures, and strengthen buyer confidence. One farmer group member reported that importers initially doubted product quality but became more confident after receiving photos and videos of the plantations and learning about the farmer group’s operations.
Digital communication also played a critical role in the export process. The farmer groups used WhatsApp, WeChat, and Facebook to send product photos, videos, and detailed information to potential buyers in Asia. These platforms enabled direct communication despite geographical distance and reduced the need for expensive formal marketing systems.
Tedy Nawala explained that the group regularly shared videos showing the harvesting and sorting processes. Visual transparency helped convince buyers that the products met expected quality standards. The study found that digital communication functioned not only as an information tool but also as a mechanism for building long-term business trust.
Another important factor was word-of-mouth promotion among buyers and diaspora communities. Satisfied importers recommended the products to other business contacts, creating a low-cost but highly effective expansion strategy. This network-driven marketing approach allowed the farmer groups to gain international buyers without significant advertising expenses.
In terms of production, the Kedemangan farmer groups currently produce around 500 kilograms of genitri seeds annually. The seeds are collected from multiple member farms and sorted based on size and quality before export. Researchers identified this coordination system as a critical element for maintaining supply consistency, which is essential in global value chains.
The research also found that the farmer groups have begun improving product quality and production processes, although they have not yet expanded into higher-value export functions such as advanced processing or independent international distribution. Their current position in the value chain still depends on international buyers for market access and export information.
Economically, genitri exports provide meaningful additional income for rural households in Kedemangan Village. Revenue from the commodity supports household expenses, children’s education, and agricultural investments. The study emphasizes that non-timber forest products can strengthen economic resilience in rural communities by diversifying income sources.
The findings also suggest that local governments, NGOs, and development agencies could strengthen rural export capacity through training programs, product certification assistance, and logistics support. Researchers noted that more structured digital marketing strategies and access to international e-commerce platforms could further expand export opportunities for rural producer groups.
Aris Sunandes and the research team from Universitas Negeri Malang concluded that community-based internationalization can become an effective development model for rural agribusiness. By combining diaspora networks, social trust, and digital communication, small farmer groups can access international markets without relying entirely on formal export institutions or large-scale capital.
Author Profile
Aris Sunandes is a researcher from Universitas Negeri Malang specializing in MSME internationalization, global value chains, and community-based agribusiness development. This study was co-authored by Sudarmiatin and Heri Pratikto, both affiliated with Universitas Negeri Malang and recognized for their expertise in management, economics, and rural enterprise development.
Source
Sunandes, Aris., Sudarmiatin., & Heri Pratikto. 2026. Internationalization Strategy of Farmer Groups in the Export Value Chain of Elaeocarpus Ganitrus Seeds. Asian Journal of Applied Business and Management (AJABM), Vol. 5 No. 2, pp. 447–462. DOI: https://doi.org/10.55927/ajabm.v5i2.47, URL: https://journalajabm.my.id/index.php/ajabm
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