Shallot Project Report

YBTS - vegIMPACTNL BOI Research

1 project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Research Background

Shallot is an variety which is also the second biggest Production on the other hand can fluctuate based on changes in horticultural crop after hot peppers in . The shallot are weather and market conditions of other (more attractive) mostly produced in Java (75%) and production has been steadily agricultural products. And demand changes during annual national growing in the last few years from around 1.000.000 tonnes in 2013 holidays like Idul Fitri. Like with many agricultural products, to 1.500.000 in 2018. While this growth is impressive, the Indonesia needs to import to meet demand of the local Government of Indonesia aims to increase the shallot harvesting market. area to meet the increasing demand for shallots and to reduce imports. Consumption National consumption Population (kg/capita) (ton) Provinces with the highest shallots production are Central Java, East Java, and West Java. The market is characterised by 2018 2.81 265,015,300 745,488 existence of many producers and relatively few traders, or in other 2019 2.86 267,974,200 765,334 words an oligopsony. Demand for shallots in Indonesia increases in 2020*) 3.16 271,066,400 856,671 line with the trend of population growth. 2021*) 3.2 273,984,400 876,479

Based on Susenas (2019)¹, the consumption of shallot keeps on increasing. In 2021, shallot consumption is expected to reach 876.479 tonnes by 2021.

¹Pusat Data dan Sistem Informasi Pertanian Sekretariat Jenderal, Outlook Komoditas Tanaman Pangan Dan Hortikultura (Jakarta : Kementerian Pertanian, 2019), hal. 88.

Research Objectives

consumer middleman

 To get insight on general behaviour  Get insight on how quality aspects of shallot shopping. (shape, color, and pungency) of  To determine on how and to what shallots determine price for degree quality aspects of shallots middlemen. settle a value perception for  To get better understanding of consumers. stakeholders and value chain.

4 Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Research Methodology

Consumer Survey Consumer survey The Customer Survey is done through a quantitative face-to- face interviews, via Computer-assisted personal interviewing (CAPI) using purposive sampling.

There are three channels chosen to do the interviews: Phase 1 traditional markets, local supermarkets, and high-end supermarkets.

Middlemen Survey

Phase 2 The Middlemen survey is done through In-Depth interviews (IDI). An IDI, is a qualitative research technique where intensive individual interviews are conducted.

Middlemen survey

6 Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Summary

Awareness The amount of shallots bought depends on the purchase Brebes is long known as the main source of shallots in Jakarta locations. Those who buy at hawkers (tukang sayur) which contributes to Brebes shallot’ ubiquity in the capital. It’s no usually buy shallots in smaller quantity (0,4 kg) as these wonder that Brebes is the most well-known (94%) and sought- hawkers visit neighborhoods on almost daily basis. after shallot variety among the consumers. While consumers who buy in supermarkets tend to buy This popularity among consumers, in turn, forces middlemen to shallots in larger quantity (0,7 kg) for stock of longer period of maintain Brebes availability in the market. time.

Consumer shopping behaviour In general, shallots are mostly used for cooking, especially During COVID-19 there is an increases on online groceries meat and vegetable dishes. shopping behaviour especially for those who accustomed to do online groceries. Supply Chain Shallots’ distribution channels starts at the suppliers, who then Fresh produces such as , fruits, meats/seafood and deliver the shallots to Pasar Induk in different regions. The condiments are the most popular groceries to purchase. suppliers usually clean the shallots from leaves and dirt before sending the shallots to Jakarta. In the Pasar Induk the shallots are bought by wholesaler and broker, who then sell the Consumer shallot shopping behavior shallots to resellers. Traditional markets are the main place to buy shallots (84%). Consumers who buy shallots in supermarkets are mostly high- income consumers.

Summary

In the supply chain, broker plays a pivotal role in sorting the For both middlemen and end consumers, shallots’ freshness shallots thanks to their understanding of consumers’ preference. are judged by their colors (purplish red), no rotten signs This understanding comes from their interactions with the end (brownish spots), and firm tube. consumers. In addition to sorting the shallots based on size, a broker also cleans and sometimes also peels the shallots before Cleanliness is another important factor for consumers, the selling them to the resellers. main reason broker try to give added value to the consumers by cleaning the shallots from leaves, roots, or skin. Shallot quality Overall, as with commodity products, price (63%) is the most High-income consumers tend to prefer larger-sized shallots important factor in buying shallots. For consumers, in addition to because they’re easier to peel. While consumers who prefer affordable price, doesn’t spoil easily, flavor, and shallots’ smell smaller-sized shallots believe that these shallots have stronger are other important factors they consider. flavor than the bigger ones.

To measure quality, majority of consumers (83%) look at shallot Thin scales freshness. It’s also judged by the brown spots on the shallot. Takes time to peel the shallot Meanwhile, according to middlemen, most consumers can’t really tell shallot’s quality. Other than price, freshness and smell are the next most important factors in their decisions to buy Stronger taste and pungent shallots. Low water content

Summary

Middlemen also have the same mindset. They feel that if shallots Product evaluation have large bulbs, they will not have a strong flavor and smell. This 69% end consumers think that Brebes, while a majority of is because the thicker skin scale in larger-sized shallots means middlemen think that it’s the Nganjuk variety because both they have a high-water content Brebes and Nganjuk have multiple bulbs and similar colors. The only noticeable difference is the shape, with Brebes Thick scales looking pointier and Nganjuk looking more bulbous.

Easier to peel Most end consumers don’t know Maserati (61%) and Lokananta(73%), while middlemen think that Maserati and High water content Lokananta are Bima/NTT and Brebes Super respectively.

Weak taste and smell Most end consumers consider BOI-001 (Brebes) to have a strong fragrance, bright red color, and spicy flavor. End For both end consumers and middlemen, the ideal shallots would consumers and middlemen see BOI-002 (Maserati) as a have a large size and strong aroma. shallot with high water content, which will result in a long cooking time. Brebes Super is the shallot variety that meets these criteria: despite its large size, it’s still perceived to have strong flavour and smell.

Summary

Lokananta is perceived by end consumers and middlemen alike to have a large size, bright color, and strong fragrance. At the same time, it’s also perceived to have soft tube, causing some end consumers and middlemen to worry that tis shallot variety might have high water content and weak taste/smell.

Price In general, the end consumers are willing to pay around Rp 28.000 to Rp 30.000 per kg of shallots with no huge difference in price between the three. Lokananta Is perceived to be slightly more expensive than Brebes and Maserati.

Among middlemen, Lokananta is also seen to have the highest price as its quality is similar to that Brebes Super, around Rp17.875 - Rp 21.700. Meanwhile Maserati is perceived as the cheapest because of its weak smell and taste, as well as high water content. Way forward (1)

To introduce new variety of shallot to consumers and middlemen, seed producers can use marketing approach as follows:

Educate customers on different shallots variety Promote dishes for each shallot type

At this moment, the study shows that Brebes is To make it even more understandable for the most well-known shallot for Greater Jakarta consumers, promote dishes that can be made singlehandedly. With consumers’ generally poor using these different shallot varieties. For knowledge on shallots, it’s good to educate example Maserati is good for chili paste, while consumers on the different varieties of shallots, Lokananta is good for vegetable and meat their characteristics, and what they’re good for. dishes. General Way forward (2)

Consider familiar name

Since Brebes is very famous and held as quality to compare with, there’s a bridge need to be built to newer variety of shallot. Consider a familiar and easier to pronounce name even better if it’s connected with term that accentuate Brebes’s quality e.g. term “super”.

Emphasize shallots unique combination of size and flavor

Each brand of shallots has to emphasize its strengths, a combination of large size and strong flavor, and how these strengths would be useful in cooking popular dishes, e.g. make it as condiments of salad.

Make a customize size package for end consumer Product To introduce spesific variety to the market, smaller package e.g. 400 gram could be an entry point especially for consumers who buy in traditional markets and vegetable hawker. The smaller package could persuade consumers to try new shallots. Way forward (3)

Promotion through cooking channels and influencers

As part of pandemic’s positive effect, lots of household nowadays busy with cooking. Online channel has been flourished with numbers of new channels on cooking. To promote shallot and its strengths, seed producers could consider of put a show in which shallot variety extensively used as one of the ingredients. Using influencers of cooking channels would also help lifted the cause.

Promotion through modern trade markets

One thing that possible to do in supermarket or hypermarket that not necessarily easy to do at traditional market is promotion. In supermarket, there’s a chance for buyer to stop by and take a time to thoroughly see the product. Working together with supermarket to promote through promotional board to show the the cooking demo (enhance smell sensation) Promotion

Promotion through middlemen at traditional market

Give samples to broker and resellers, in both fresh and processed form (fried shallots). This would give broker and resellers (both of which play a pivotal role in understanding consumers’ preference) the opportunity to try shallots in person. Doing so compliment with the possible usage of shallot will give enough information to promote it. Way forward (4)

Cooperation with online food platforms Availaibility at traditional market channel

Consider cooperation with online food One of the challenge of shallot in general is platforms like Sayurbox or Amazing farm to the seasonal crop. It means the availability appeal to high-income consumers who are of the shallot might be inconsistent. It is generally more receptive towards larger-sizes imperative to ensure shallots availability if shallots. Cooperation with these platforms want to be taken serious by these brokers. Place would also be beneficial for the farmers as this would reduce their dependence on traditional supply chain thus enabling them to get higher price for their produce.

Brebes as the price benchmark

Since we know that Brebes has led the shallot perception, when it comes to price, Brebes Super can the benchmark. Since it considers as a new variety, it would be wise not to have it higher than that of Brebes Super to make it appealing for consumers.

Price Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Respondents Profile

base: all, n=280

Gender Intercept location Decision-maker

Traditional market 41% Always choose by myself 88% Male 14% Local supermarket 33% Often get help from seller 9% Female 86% High-end supermarket 25% Often get help from others 3%

Age Area Spending

18 – 24 12% North Jakarta 11% > 8 million 18% 25 – 35 27% West Jakarta 15% 4 – 8 million 42% 35 – 44 33% East Jakarta 11% < 4 million 40% 45 – 50 27% Central Jakarta 8% Included: Excluded: South Jakarta 22% Daily food Yearly rent Electricity and water Instalments Tangerang 8% Maid salary Household furniture School fee Household appliances Recreation Bekasi 13% Gas Non-routine expenses Cigarette Depok 13% Monthly rent

18 Interview process

Traditional market Supermarket High-end supermarket Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation General Shopping Behavior

Despite the proliferation of supermarkets and other modern shopping outlets, especially in urban areas, traditional markets remain the main location to shop groceries, followed by supermarkets and vegetable hawkers.

Share of wallet weekly groceries Average groceries spending n=280, base: all n=280, base: all

Average > 8 million 4 – 8 million < 4 million 12% Traditional Market Rp 251,184 Rp 226,061 Rp 259,679 Rp 250,280 Vegetable hawker Rp 129,920 Rp 115,688 Rp 128,053 Rp 136,208 Traditional Market Supermarket Rp 183,739 Rp 382,258 Rp 180,577 Rp 124,899 39% Online Rp 76,288 Rp 297,297 Rp 39,806 Rp 26,629 Vegetable hawker 29% Supermaket

Online

20%

SD3. How much is your weekly spending for shopping at these following places? 21 Online Groceries Behavior

Even with Covid19, shopping groceries offline is still much preferred by around 3 out of 4 consumers. There is more than 50% increase in the frequency of online groceries during COVID 19. Consumers who buy groceries online during COVID 19 are those already accustomed to doing online groceries even before COVID 19.

Overall, fresh produce, especially fruits and vegetables, are the most popular grocery items purchased online. Although fruits are less commonly bought by those with monthly expenditure of less than 4 million/month. Other fresh produce like meat & seafood are more commonly purchased online by 45-50 years old consumers compared to other age groups.

Groceries habit after COVID19 Frequencies of online groceries Groceries bought online n=280, base: all n=72, base: respondents who n=280, base:all bought the groceries online Vegetables 42%

26% Fruits 39% Before COVID 19 2,4 times Meat & Seafood 36%

Condiments/Spices 36% During COVID 19 3,9 times Beverages 31% 74% Dairy, Eggs & Cheese 24%

Grains, Pasta & Sides dish 21%

Other 15% Online Offline None 3% Q20. Do you buy groceries online after COVID 19? Q20a. How many times have you buy groceries online for a month? 22 Q20c. What groceries you usually buy online? Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Awareness

Brebes, long known as the main source of shallots sold in Jakarta, is by far the most well-known shallot. Brebes is particularly popular among 34-45 years old consumers. 1 in 7 consumers doesn’t know any shallot variety/production area name. Meanwhile, consumers who buy shallots in traditional markets tend to know more shallots varieties than those who buy shallots in other places.

Awareness n=280, base:all 94% Aided Unaided TOM

74% 68%

38% 34% 25% 18% 14% 12% 14% 7% 8% 8% 4% 6% 1% 0% 1% 2% 0% 1% 0% 1%

Brebes Cirebon Majalengka Padang Bima Nganjuk Demak I do not know

Q1a/b. Which variety of shallot can you think of? Q2. Which type of shallot do you know, even if you have only heard of them? 24 Shallot Purchased

Shallot purchased n=280, base: all Being the most well-known shallot by some distance, it shouldn’t come as a surprise that Brebes is also the most often bought shallot. Compared to other shallot production areas, Brebes is also the most ubiquitous and can be found easily in both traditional and modern markets. Brebes 75%

Overall, almost 1 out of 5 consumers doesn’t know the shallot variety they purchase. The figure is even higher among consumers who Cirebon 1% shop in modern markets. Bawang campur (a mix of Brebes and cheaper shallot) are often mentioned by consumers as the types of shallot that they purchase.

Padang 1%

Other 5% “I get my shallots from the distributors in Brebes, so what I buy depends on what they sell me. Sometimes they sell Brebes variety, I do not know 18% but one that is actually grown in Nganjuk.”

– Man, wholesaler kecil

Q3. Which type of shallot did you buy the most in the last 2 weeks? 25 Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Shallot Shopping Behavior (1)

In general, 3 in 4 consumers buy shallots as part of their regular grocery shopping. Younger consumers (18-24 years old) are more likely to buy shallots unplanned compared to older consumers. Like grocery shopping, traditional markets are also the preferred location to buy shallots, especially among 35-44 years olds. Buying shallots in supermarket is more common among high income consumers (monthly spending above 8 million).

Purchase behavior Purchase Location n=280, base: all n=280, base: all

Traditional 84% 3% market 55%

62% Always buy it for Vegetable weekly/daily groceries hawker 27% 21%

52% UssualUsual place place Only buy it when need Supermarket it (occasionally) 15% Most Often

4% 76% Don’t plan to buy it, but Online buy it because I see it 1% in the market 3% Other 1%

Q5. Which of these statements describe your habit on shallot purchase? Q8a. Where do you usually buy the shallots? 27 Q8b. Where do you buy shallots most often? Shallot Shopping Behavior (2)

Purchase location – usual places n=280, base: all

18 - 24 y.o 25 - 34 y.o 35 - 44 y.o 45 - 50 y.o > 8 million 4 – 8 million < 4 million

Traditional market 85% 84% 81% 86% 59% 87% 90% Vegetable hawker 70% 68% 62% 52% 41% 64% 69% Supermarket 58% 51% 46% 57% 73% 58% 35% Online 0% 5% 4% 5% 14% 3% 2%

Purchase location – most often n=280, base: all

18 - 24 y.o 25 - 34 y.o 35 - 44 y.o 45 - 50 y.o > 8 million 4 – 8 million < 4 million

Traditional market 45% 56% 62% 51% 37% 61% 58% Vegetable hawker 36% 27% 22% 30% 24% 23% 33% Supermarket 18% 12% 14% 18% 33% 14% 9% Online 0% 3% 1% 0% 4% 1% 0%

Q5. Which of these statements describe your habit on shallot purchase? Q8a. Where do you usually buy the shallots? 28 Q8b. Where do you buy shallots most often? Shallot Shopping Behavior (3) Overall, consumers buy shallots once a week in a quantity of 0,6 kg that they expect to last for a week’s usage. High income consumers (more than 8 million) buy shallots less frequently (once in 2 weeks), with an average amount of 0,8 kg. With vegetable hawkers visiting on almost daily basis, consumers who usually purchase shallot at vegetable hawkers buy shallots multiple times in smaller quantities (0,5 kg).

Frequencies of shallot purchased in Quantities of shallot purchase at a Shallot supply last (each time buying the past 2 weeks time (gram) the shallot) n=280, base: all n=280, base: all n=280, base: all

Once 25% <=250 32% <=3 25% day(s)

Twice 53% 251 - 500 42%

4-7 days 53% 3 times 9% 501 - 1000 21%

Mean Mean Mean 4 times 13% >1000 5% >7 days 22% 2,1 times 0,6 kg 6,8 days

Q6. How many times have you bought shallots in the last 2 weeks? Q6a. How much shallots do you usually buy at a time? 29 Q7. How many days does this supply of shallot usually last? Shallot Shopping Behavior (4)

Frequencies of shallot purchased in the past 2 weeks n=280, base: all

Traditional Vegetable Supermarket Online Other Market Hawker Mean 2,2 2,2 1,8 1,0 2,3

Quantities of shallot purchase at a time (gram) n=280, base: all

Traditional Vegetable Supermarket Online Other Market Hawker Mean 618,2 486,2 745,1 750,0 487,5

Supply last (each time buy the shallot) n=280, base: all

Traditional Vegetable Supermarket Online Other Market Hawker Mean 6,4 6,4 9,1 11,7 6,5

Q6. How many times have you bought shallots in the last 2 weeks? Q6a. How much shallots do you usually buy at a time? 30 Q7. How many days does this supply of shallot usually last? Shallot Usage (1)

Shallots are used by virtually all consumers to cook vegetables dishes. Other usages of shallots include ingredients for meat/poultry dishes, chilli paste, and fried shallots. Consumers who buy Brebes in particular like to use shallot to cook vegetable dishes.

Shallot usage n=280, base: all

Vegetable dishes 94%

Shallot usage by purchase location – most often Meat or poultry dishes 67% n=280, base: all

Tradition Vegetabl Superma Online Other Chili paste 61% al Market e Hawker rket Vegetable dishes 97% 88% 93% 100% 100% Meat or poultry dishes 68% 67% 64% 33% 75% Fried shallot 52% Chili paste 64% 63% 45% 100% 75% Fried shallot 52% 62% 43% 0% 25% For condiments 6% 5% 17% 33% 0% For condiments 8% Other 1% 1% 5% 0% 0%

Other 2%

Q4. For what purpose did you use these shallots [Q3:______]? 31 Shallot Usage (2)

In vegetables dishes, shallots are most commonly used for tumis sayur, followed by sayur sop in distant second. While in meat dishes, shallots are often used in and .

Vegetable dishes Meat dishes n=280, base: all n=280, base: all

Tumis sayur 69% Semur (chicken/) 26% Rendang 20% Sayur sop 32% Ayam 16% 21% 9%

Sayur asem 14% Ayam ungkep/goreng 8%

Capcay 8% (chicken/beef) 5% Sop 4% 7% 3% Other 7% Rica-Rica 3%

Q4. For what purpose did you use these shallots [Q3:______]? 32 Switch Behavior

Almost 3 in 5 consumers tend to be loyal and prefer buying the same type of shallots in other stores if their usual shallot is unavailable. Among those who’re not loyal, they like to buy Cirebon or other varieties as a second choice.

Actions 18 – 24 y.o 25 – 34 y.o 35 – 44 y.o 45 – 50 y.o Buy another type of shallot 36% 27% 20% 34% Buy the same type in another place 45% 60% 65% 46% Replace it with onion 18% 10% 12% 9% Other 0% 3% 1% 3% Did not buy anything 0% 0% 2% 8%

Q12 If the shallots you usually buy are not available, what will you do? Drivers and Barriers

Affordable price, does not spoil quickly, and strong taste are the main drivers to buy certain types of shallots. Consistent with the drivers, spoils quickly and doesn’t have a piquant smell are the top barriers to buy shallot. Affordable prices and strong taste are important drivers for consumers with spending of less than 8 million.

Drivers Barrier n=280, base: all n=280, base: all

Affordable price 63% It rots quickly 40%

It doesn’t spoil quickly 54% It doesn’t have a piquant smell 34%

It has a strong taste 43% It has a weak taste 31%

It’s always available 40% It’s rarely available 30%

It doesn’t dry up quickly 31% It doesn’t suit my food/ taste 30%

These shallots fit best with the 29% It’s too expensive 30% dishes that I cook

Packaging 1% It dries quickly 17%

Other 8% Other 12%

Q10 Why did you choose this type of shallot? Q11 What would be reasons not to buy a type of shallot? Shallot Quality (1)

Shallot quality n=280, base: all By far, freshness is the main criteria to measure shallots’ quality. Freshness is judged by dryness and brown spots in Freshness of the shallot 83% the bulb. Brown spots are usually seen as a sign that the shallots are rotten. Other factors that consumers consider Cleanliness (no roots, scrapes, soil) 55% are cleanliness and bulb size.

Size of the bulb 46% Mention of freshness to measure shallot’s quality is significantly higher among consumers who buy shallots in traditional markets and vegetable hawkers. In these two Piquant/smell 33% places, the shallots’ quality tend to be less uniform than those sold at modern markets. Shallot color is dark red 14%

Hard bulbs texture 10%

Shallot color is purplish red 9%

Low water content 9%

Shallot color is red 6%

Q9. In general, what are the three most important criteria you use to check the quality of the shallots? 35 Shallot Quality (2)

Bulb size preference n=129, base: consumers who select shallots by size of the bulbs Bulb size preference by consumer spending n=280, base: all

> 8 million 4 – 8 million < 4 million 17% Smaller size 15% 19% 16% Medium size 22% 49% 37% Bigger size 59% 28% 41% Other 4% 4% 6% Smaller size 39% Medium size

Bigger size

Other I like its large size as it’s easy to slice for tumis 40% (stir fry) and fried shallots. The taste is also good. “

- Female, High-end supermarket

5%

Q9a. What is your preference of bulb size? Can you tell us why? 36 Shallot Quality (2)

Pungency preference n=90 base: consumers who select shallots by pungency The spicy smell makes me cry when cutting the shallots. It’s a sign that the shallot is of good quality.

- Female, High-end supermarket

58% Smell is sharp

Smell is fragrant With its red bulb and firm texture, (I think) the shallot can stay fresh for a longer period. 40% Others - Female, local supermarket

2%

Q9b. Can you describe the level of pungency/piquant that you prefer? Can you tell us why? Q9c. You mention earlier that you like [Q9 SHAPE = 5 OR 6 OR 7], why do you say so? 37 Q9d. You mention earlier that you like [Q9 TEXTURE = 8 OR 11 OR 12], why do you say so?

Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Awareness of Shallots (1)

With Brebes being the most familiar as well the most used, again it’s not wonder that Brebes scores the highest recognition as well as being the most preferred. On the contrary, none of the customers can guess Maserati’s and Lokananta’s name correctly.

Product Awareness Favorite products n=280, base: all n=280, base: all

Brebes 69% 9% 21%

22% Brebes Maserati Maserati 39% 61% Lokananta 10%

68%

Lokananta 27% 73%

Correct Wrong Dont know

Q13. Do you know which type/name of these products? 39 Q16 Of these three products, which one did you like the most?

Product Association - Brebes

Brebes association Overall, consumers seem to see Brebes Change with priority Maintained as the standard-bearer for shallot’s 16% quality.

The size is small 14% It’s strongly associated with positive aspects that consumers look for in a 12% shallot: small size, strong smell & taste, and dry. The shallot scent 10% (spicy/strong/fragrant) Taste In addition, it also possesses other The size is just right 8% (spicy/strong/fragrant/ qualities that are less important, but still The shallot is dry savory) nice-to-have like red color, easily

found/used, and doesn’t spoil easily. -1.00 -0.60 -0.20 6% 0.20 0.60 1.00 Fresh 1.40 Commonly The red color (good, found/used/cooked 4% bright, fresh, attractive) Clean Does not spoil easily

2%

Change Nice to have 0% Attribute Solution Emotion Q14.Which words come to mind when you think about this product? Q15. Is this positive or negative? 40 Product Association - Maserati

Maserati association Maserati has some associations that Change with priority 16% Maintained consumers perceive negatively, chiefly: weak smell, high water content, and taste is not strong/spicy. 14%

Although on a more positive note, it has 12% The shallot scent is not some positive associations going for it, spicy/strong/fragrant mostly related to its physical properties: enough 10% dryness, good size, thick scales, and easy to slice/peel. 8%

-1.00 -0.60 -0.20 6% 0.20 0.60 1.00 1.40 The shape is long/oval/round Taste is not 4% Easy to slice/peel spicy/strong/fragrant/ The shallot is dry savoury enough The size is just right 2% High water content The scales is thick Change Nice to have 0% Attribute Solution Emotion Q14.Which words come to mind when you think about this product? Q15. Is this positive or negative? 41 Product Association - Lokananta

Lokananta association

Lokananta performs better than Maserati Change with priority Maintained 16% in product association.

14% Consumers strongly associate with its red color. It’s also perceived to be fresh, clean, and easy to slice/peel. 12%

Although on the other hand, it shares 10% The red color (good, Lokananta’s associations which need The shallot scent is not bright, fresh, attractive) improvement: smell is not strong/fragrant, spicy/strong/fragrant 8% high water content, and taste is not enough spicy/strong. -1.00 -0.60 -0.20 6% 0.20 0.60 1.00 1.40

High water content Fresh Clean 4% The shape is Taste is not The shallot scent long/oval/round Easy to slice/peel spicy/strong/fragrant/ 2% (spicy/strong/fragrant) savoury enough Change Nice to have 0% Attribute Solution Emotion Q14.Which words come to mind when you think about this product? Q15. Is this positive or negative? 42 Product Uniqueness (1)

Brebes stands out compared to other shallot types in terms of uniqueness. It’s perceived as fresh, has the ideal size, and piquant. On top of these, Brebes also scores the highest in almost all the categories except for wrinkled blubs and water content. Maserati is ahead in wrinkled bulbs, while Lokananta is ahead in water content and cleanliness. Product uniqueness 50% 23% 9% 45% Freshness of the shallot Wrinkled bulbs 39% 15% 2% 17% 52% 22% 19% 32% Size of the bulb Water content 28% 43% 1% 4% Brebes 67% 35% 11% 28% Maserati Piquant/smell Hard bulbs texture 16% 33% 6% 5% Lokanata 43% 45% Not applicable Cleanliness (no roots, 10% 21% Soft bulbs texture scrapes, soil) 43% 27% 4% 6% 46% 48% 20% 10% Shape of the bulb Shallot color 33% 41% 1% 1%

Q17 According to you, which bulb best fits each of the following characteristic? 43 Best Fit Dishes

Best fit dishes n=280, base: all Brebes is seen as an all-rounder, a shallot that is good for everything. It’s perceived to be particularly good for vegetable 91% dishes and pickles. 69% Brebes 83% Meanwhile Maserati and Lokananta are practically identical in terms of usage in cooking, with both seen as suitable for chili paste 65% and vegetable dishes. 3% Vegetable dish Among 18-24 years old consumers, Maserati is seen as suitable 49% Meat dish for meat dishes and while Lokananta is good for pickles. 35% Pickles Maserati 26% Chilli paste 48% Fried shallot 10% I tried the third one. It’s a good 49% shallot because using one was already enough (for my cooking) 38% and it’s fragrant. It’s also easy to Lokananta 35% peel. 57% -Female, Highend supermarket 12%

Q14.Which words come to mind when you think about this product? Q15. Is this positive or negative? 44 Van Westendrop – Price Sensitivity Meter

Van Westendorp pricing analysis is conducted to determine consumer Ideally prices shouldn’t be lower than the left side of the Price Range price preferences. To determine the limits of a price preferences, (Point of Marginal Cheapness, i.e. intersection between expensive and the respondents should answer four questions: too cheap) and not higher than the right side (Point of Marginal Expensiveness, I.e. the cross section of too expensive and cheap). 1) At what price would the product or service be too expensive so that you would not consider buying it? In order to determine the price of a product, a particular intersection is 2) At what price would you describe the product as expensive, but you important: The point at which the curves "too expensive" and "too would still buy it? cheap" intersect. This point is also called the "Optimal Price Point”, 3) At what price would the product be too cheap for you to doubt its with optimal meaning an equal trade-off in extreme sensitivities to the quality and not buy it? price. At this intersection point, the buying resistance is lowest here. 4) At what price would the product be a bargain, i.e. a great buy for the money? The point at which the curves “great buy" and “expensive" intersect is the "Indifference Point". At this point, exactly the same number of people find the price expensive or cheap. This is where the price is most The results of the survey are plotted in a graph. The X-axis shows the balanced. prices, while the Y-axis shows the percentage of consumers who quoted the respective price, i.e. the cumulative frequency.

This produces four different curves. The points at which these curves intersect represent the actual result of the Van Westendorp Price Sensitivity Meter.

45 Price (1) Brebes price n=280, base: all 100%

80% Optimal price point: Rp28,000

60% Indifference price point: Rp35,000

40%

20%

0% Rp0 Rp20,000 Rp40,000 Rp60,000 Rp80,000 Rp100,000 Rp120,000 Too expensive Expensive Cheap Too cheap

Price range Q19. At what price would you consider buying a kg shallot product 1/2/3? 46 Price (2) Maserati price n=280, base: all 100%

80% Optimal price point: Rp30,000

Indifference price point: Rp35,000 60%

40%

20%

0% Rp0 Rp20,000 Rp40,000 Rp60,000 Rp80,000 Rp100,000 Rp120,000

Too expensive Expensive Cheap Too cheap

Price range

Q19. At what price would you consider buying a kg shallot product 1/2/3? 47 Price (3) Lokananta price n=280, base: all 100%

80% Price range

60% Indifference price point: Rp38,000

40%

20%

0% Rp0 Rp20,000 Rp40,000 Rp60,000 Rp80,000 Rp100,000 Rp120,000

Too expensive Expensive Cheap Too cheap

Optimal price point: Rp30,000 Q19. At what price would you consider buying a kg shallot product 1/2/3? 48 Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Respondents Profile: Qualitative

base: all, n=18

North IDI location Middleman type West Jakarta Jakarta Central Kramat Jati 11 Shallot shipper 2 Jakarta Tanah Tinggi 4 Big wholesaler 4 Jelambar 3 Small wholesaler 4 East broker 6 Jakarta

South Gender Jakarta Male 16 Female 2

50 Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Middlemen

mi-dᵊl-ˌman

: an intermediary or agent between two parties especially a dealer, agent, or company intermediate between the producer of goods and the retailer or consumer

(Merriam Webster, 2020) Traditional Market Type

Traditional market 1 Traditional market 2 Traditional market 3 Traditional market 3 (type A) (type B) (type C) (type D)

 Operates daily  Doesn’t operate daily (a  Doesn’t operate daily (a  Doesn’t operate daily (a  Minimum area: 3000m2 minimum of 3 minimum of 2 minimum of 1 or 2 days/week)  Has at least 150 sellers days/week) days/week)  Minimum area: 1500m2.  Minimum area: 1000m2.  Minimum area: 500m2.  Has at least 30 sellers  Has at least 75 sellers  Has at least 30 sellers

Facilities: Facilities: Facilities: Facilities: Management offices, health Management offices, health Management offices, toilets, Management offices, toilets, unit, security office, unit, security office, health unit, parking lots, health unit, garbage dump playground, toilets, parking playground, toilets, parking loading area, daily area. lots, loading area, daily lots, loading area, daily information boards, prayer information boards, prayer information boards, prayer rooms, water access, room, water access, room, water access, electricity network and electricity networks and electricity networks and garbage dump area. garbage dump area. garbage dump area.

Pasar Induk

Pasar induk is a central market in an area/region and serves as the distribution market for smaller markets (traditional market type A-D).

As a hub between farmers and other traditional markets, it’s a business-to-business (B2B) market where the transactions are mostly of large quantity (at least 5 kg).

In general, a pasar induk has 2 main functions: information centre for consumers demand and commodity selection. In Greater Jakarta there are 6 pasar induk: 1. Pasar induk Senen 2. Pasar induk Kramat jati 3. Pasar induk Cipinang 4. Pasar induk Tanah Tinggi, Tangerang 5. Pasar induk Cibitung, Bekasi 6. Pasar induk Kemang, Bogor

Middlemen type

In the pasar induk, there are 5 types of middleman can be found, which are:

Shallot Big wholesaler Small wholesaler Broker Reseller Supplier

Big wholesaler is an Small wholesaler gets Broker are middlemen Reseller are the last agent who gets shallot from big who get their supply line of middlemen who Middlemen who buy shallot directly from wholesaler and in turn from the wholesaler. usually sell shallots in shallots from farmers suppliers. sells them to type C and D who in turn sell them broker/reseller. Broker usually sells traditional markets. to middlemen in pasar Big wholesaler are shallots to vegetable induk. intermediaries Shallot are usually hawkers and resellers Resellers sell shallots between small distributed to reseller in all types of to household buyers wholesaler, broker in type B and type C traditional markets. and food businesses. and suppliers. traditional market

Pasar Induk classification

Pasar induk Kramat Jati Market Regional pasar induk– distribution center for all types of traditional markets in Greater Jakarta area Product Fruits and vegetables Distribution system Business to business Middlemen Suppliers from Java and outside Java, big wholesaler, small wholesaler, broker, resellers

Pasar induk Tanah Tinggi Market (Smaller) Regional pasar induk– distribution center for all types of traditional markets in Tangerang and West Jakarta. Product Fruits and vegetables Distribution system Mainly business to business – but also business to consumers Middlemen Suppliers from Java, wholesalers (mostly small ones), broker, resellers, end consumers Shallot Type(1)

Rogol shallot Shallot with leaves Cleaned shallot

Rogol shallots Shallots where that have gone Shallots that still the leaves have through the have leaves and been cleaned by drying process dirt, and usually the farmers or1st and cleaned are still damp. hand suppliers. from dirt and roots.

Mixed Shallot Unsorted shallots Bawang kupas

Mixed shallots, Peeled shallots Unsorted usually a mix of (usually mid- or shallots come in Brebes and smaller-sized various sizes, other variant shallots), often usually (aimed to lower distributed for packaged in the price), usually resellers in sacks. found at broker. traditional markets. 57 Shallot Type(2)

Big Shallot Medium Shallot Small Shallot

Shallot with a Shallot with a Shallot with a bulb size of bulb size of bulb size of around 4,5 - 4,8 around 3,5- 3,9 around 2,5 - 2,8 cm cm cm

58 Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Supply Chain

Pasar Induk Traditional markets End Customers

Big Pasar Induk Small Pasar Induk Big catering

Hotels

Restaurant s Big Small Vegetable Brokers Resellers Shallot wholesalers wholesalers hawkers Farmers from suppliers Sumatera, from Small Java Sumatera, Java, Abroad Small catering wholesalers Food hawkers

Household

1st line = Primary chain Harvesting and cleaning the shallot Cleaning the shallot 2nd line = Secondary chain Determining price 3rd line = Tertiary chain Intermediary 4th line = Last chain Customer preference information 60 Sorting Process of Shallot

After receiving the shallots, middlemen usually peel the shallots, remove the dried skin, and sort the shallots based on size.

The sorting process is mostly done by the brokers.

Rogol shallot I don’t sort the shallots. What we get from the suppliers is what we then sell. It will cost money if we Shallot with leave also have to also do the sorting. *broker -Male, wholesaler *Small Rogol wholesaler *broker shallot -Big size Cut the leaves Rogol Peel off shallot - process Small size *broker

61 Distribution/Selling: Big wholesaler

Big catering

Hotels Irregular Restaurant Regular 80% 20% s Big Small Vegetable Supplier for Brokers Resellers Shallot wholesalers wholesalers hawkers supper Farmers from suppliers market Sumatera, from Small Java Sumatera, Java, Abroad Small catering wholesalers Food hawkers

Household

I only make Rp 500 per kg sold. The amount I I don’t have regular customers. make is the price I pay to the suppliers; plus my Because they always look for the profit and the cost I must pay (porters etc). I cheapest price. inform the suppliers what shallots types sell well -Male, wholesaler in Jakarta, so they know the money they can expect to make. -Male, wholesaler

Regular : regular purchase to one seller 62 Irregular : has purchase to a lot of seller, based on the cheapest price Distribution/Selling: Small wholesaler

Big Irregular 20% catering

Hotel

Irregular Irregular 60% Irregular 20% Restaurant Big Small Vegetable Supplier for Brokers Reseller Shallot wholesalers wholesalers hawker supper Farmers from suppliers market Sumatera, from Small Java Sumatera, Java, Abroad Small catering wholesalers Food hawker

Household

The buyers are usually broker, Restaurants/broker usually buy in broker or small markets’ resellers, as well as resellers, because the minimum purchase is 3 catering. sacks (1 sack = 10 Kg) -Male, wholesaler -Male, wholesaler

Regular : regular purchase to one seller 63 Irregular : has purchase to a lot of seller, based on the cheapest price Distribution/Selling: broker

Big Irregular 20% catering

Hotels

Irregular 70% Restaurant Irregular s Big Small Vegetable Supplier for Brokers Resellers Shallot wholesaler wholesalers hawkers supper Farmers from suppliers market Sumatera, from Small Java Sumatera, Irregular 10% Java, Abroad Small catering wholesalers Food hawkers

Household

We buy shallots only from one (1) wholesaler, depends on who gives I always have peeled and unpeeled shallots the best price. So I visit around ready. It depends on what the resellers in Pasar three (3) wholesalers to see which Jelambar want. one gives the best price. -Male, broker -Male, broker

Regular : regular purchase to one seller 64 Irregular : has purchase to a lot of seller, based on the cheapest price Distribution/Selling: Resellers

Big catering

Hotels

Restaurant Irregular Irregular s Big Small Vegetable Supplier for Brokers Resellers Shallot wholesalers wholesalers hawkers supper Farmers from suppliers market Sumatera, from Small Java Sumatera, Java, Abroad Small catering wholesalers Food Irregular 30% hawkers

Irregular 70% Household

The buyers are usually homemakers around this market. There are people looking for the smaller Other buyers include people with shallots, especially , Sate, and food businesses. other food sellers. -Male, Reseller -Female, Reseller

Regular : regular purchase to one seller 65 Irregular : has purchase to a lot of seller, based on the cheapest price Supply chain in supermarket

The supermarket has a different process in shallot distribution. Supermarket selected a vendor who does the buying from the farm, cleaning, sorting, and packaging process. In this process, the supermarket has a set of standard which should be fulfilled by the vendor (middleman). After the middleman sends the shallot, the procurement from the supermarket does the quality control before selling the products.

Farm Middleman (vendor) Middleman (vendor) Harvest and sell to vendor Cleaning, sorting, and packaging. Deliver to retailers

Retail Retail Middleman (vendor) Sell to customer Quality control and labelling Receive by retails and pay cash

Product Product supply Package Price characteristic

Brebes as the standard to Vendor should be able to Usually from middleman go for supermarket because give package options in which able to supply shallot - The cheapest bidding of: different size (preferably the whole year and price 1. Clean (no soil, ready to 200, 300, and 500 gram) so guaranteed quality. The - Price of be packaged) supermarket only have to standard would be Brebes. vendor/middleman should 2. Dry (so then it can be manage the label and price The vendor should able to already included all of stored for maximum 7 tag supply one (1) ton which use sorting and packaging days at store) See-through (consumers as a supply for 7 days to 28 process 3. Fresh colour (Brebes able to see the shallot) and stores in Greater Jakarta standard) tidy to pique consumer interest 66

Supply information

Supply per day Shallots Reason in choosing Buying system Buyer

By season (Brebes is No preference. Commission system: Middleman: small Quantity: always available all wholesaler only receive Sellers get Rp 1000/kg wholesaler, broker 10 – 20 ton per day season). shallot from supplier if the price less than Rp

Big wholesaler Other variants are and distributes it 20,000/kg, Rp 500/kg if Area: Jabodetabek or From: Padang, Wetan, Pati, directly to small higher than Rp outside Jabodetabek if 1st hand supplier Demak, Bima, etc wholesaler or broker 20,000/kg. there’s a demand

Installment payment to Quantity:  Not damp big wholesaler or 1st 5 – 10 ton per day  Brebes  Big bulb Middleman: broker hand supplier. Small wholesaler  Patrol  The smell is strong

From:  Wetan (Nganjuk)  The color is red and Area: Jabodetabek It should be paid within 1st hand supplier shiny a week

Installment/cash Quantity: Middleman: Reseller, payment to wholesaler 1 – 4 ton per day  Brebes  Cheap catering/restaurants, or 1st hand supplier. Broker  Pati  Big bulb end consumers

From:  Wetan (Nganjuk)  The smell is sharp It should be paid within Small/big wholesaler Area: Jabodetabek a week

Catering, restaurants Quantity: or small warung, end 50 Kg – 1 Kw per day  Not damp consumers, vegetable Reseller  Brebes  Bulb size is medium Pays directly to broker hawkers From:  Mixed shallots  The smell is strong in pasar induk

Small wholesaler and  Cheap Area: Around the broker market Supply chain persona

High Value Added

a. Supplies to traditional market a. Shipping b. Additional cost at sorting, cutting the leave, peel b. Additional cost at cutting shallots’ leaves off c. Shipping to pasar Induk in 12 hours c. Supply can be sold in 2-3 days d. Pricing follows market price of the day d. Bids to get cheapest price from wholesaler e. Doesn’t not have information of customer e. Has specific information of customer preference, preference Shallot broker which shallot that customers want f. Distributes to multiple pasar Induk f. Distributes to multiple traditional markets Supplier

Low Quantity High Quantity

a. Supplies to end customer a. Collects and supplies b. Additional cost for peeling b. No additional cost c. Supply could be sold in 3-7 days c. Supply should be sold in one day d. Bidding price to broker to get the cheapest d. Pricing relies on broker’s bidding e. Has specific information of customer preference, e. Has general information of customer preference which shallot that customers want f. Operate in one place: Pasar Induk f. Operate in one place: Traditional markets wholesale Reseller r

Low Value Added 68 Price Margin in Supply Chain

Price increases along the supply chain. Activities conducted by some middlemen also add value to the shallot products. In shallot distribution process, shallot farmers sell their harvest around Rp 13,000 – 15,000/kg. However, end consumers usually buy the shallot at around Rp 27,000 – Rp 30,000/kg.

Rp 27,000 - Rp 30,000/kg

+ Rp 2000/kg Transportation fee & profit Auction system between broker + Rp 6000 - 8000/kg and supplier Including: Rp 1,300 – 2000/kg for cleaning

Suppliers usually Commission system identify the price

from the supply in Sold at Rp 19,000/kg pasar induk, in – Rp 22,000/kg case of high + Rp 2000/kg supply, the price Transportation fee will drop + Rp 600/kg for Restaurant cleaning process Rp 15,000/kg Reseller

Shallot farmer Shallot Supplier wholesaler broker Vegetable hawker End customer Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Shallot quality by middlemen (1)

Freshness Is not only important for consumers, but also for middlemen, especially wholesaler and broker. Among middlemen, freshness is defined as newly-harvested, shiny leaf's and have bright red color. Shallots’ freshness is important in the distribution to ensure that consumers will get fresh products. In terms of features, middlemen often mention Brebes Super as the benchmark of shallots with good quality.

Size Shallot type preferences

Medium size Rogol shallot Big size Shallot with leaves (cheaper and considered fresher) Not damp Shape Of course we look for cheap price. Round Color But in terms of variety, it’s mostly Oval pointy in the top Brebes. Bright red, purplish  like Brebes -Male, broker

Smell

Fragrant Scale (leaf bases) Sharp Price Thin Cheap 71 Shallot Quality by Middlemen (2)

Middlemen have general ideas on the users and usage of each shallot size.

Big shallot Medium shallot Small shallot

 Users: Catering, household  Users: Catering, household  Users: Catering, household,  Usages: Condiments,  Usages: Bawang iris, fried food hawkers Bawang iris, vegetable/ shallots  Usages: Pickles, spice mix meat dishes ( giling)

72 Shallot project report index

General

Research Research Summary & background methodology Way forward

Consumer research

General shop Shallot Shallot shop. Product behavior awareness behavior evaluation

Middleman research

Explainer Supply chain Shallot Product perception evaluation Awareness of Shallots (1)

Brebes - BOI001 In line with the survey conducted among consumers, middlemen are most familiar with Brebes. Middlemen who answer Nganjuk / Wetan feel the physical characteristic (both have more than 1 bulb) looks like Brebes. Meanwhile, for those who answer Brebes point to its oval and pointy top.

Nganjuk/ Important to note, the interviews were conducted during when a time when there was a huge supply of Nganjuk in the market. out of Wetan 7 14

Brebes

3 out of 14 Pati

Q19 Do you recognize these three [BOI-001 or BOI-002 or BOI-003] types of shallots? What is the name of the shallots? 74 Awareness of Shallots (2)

Maserati - BOI002 Middlemen see Maserati as imported (Peking) shallot, because it’s big and has a single bulb. 2 other middlemen think that it’s as a shallot commonly grown in eastern Indonesia (NTT), which is rarely found in Jakarta.

Peking/ According to Middlemen, this shallot is the least desirable because it has a weak out of 6 14 Biji fragrance and feel that it will not get mushy easily when cooked.

4 out of 14 Bima (NTT)

2 out of 14 Brebes

Q19 Do you recognize these three [BOI-001 or BOI-002 or BOI-003] types of shallots? What is the name of the shallots? 75 Awareness of Shallots (3)

Lokananta - BOI003 The name Lokananta is still unknown to middlemen in the Pasar Induk. Half of the middlemen think that Lokananta is similar to Brebes Super. This is due to the Brebes color, size, and shape that resemble a Brebes shallot. 7out of 15 Super Lokananta is the preferred onion by consumers, because apart from its large size, it has a strong fragrance, indicator of a spicy taste.

3out of 15 Thailand

4out of 15 Majalengka

0 out of 8 Lokananta

Q19 Do you recognize these three [BOI-001 or BOI-002 or BOI-003] types of shallots? What is the name of the shallots? 76 Product Perception

Brebes Maserati Lokananta

Strengths Strengths Strengths  Hard bulb texture  The bulb size is just right  The color looks fresh  Thin leaf scales  Single bulb  Strong fragrant  The smells fragrant  Big size  The scales are not too thick

Weaknesses Weaknesses Weaknesses The bulbs size is too small  Soft bulbs texture  Soft bulbs  Single bulb  High water content  High water content  Thick scales

77

Price Perception

Brebes Maserati Lokananta

wholesaler : Rp 17.875 wholesaler : Rp 14.500 wholesaler : Rp 12.600 broker : Rp 21.700 broker : Rp 16.100 broker : Rp 12.750 Price Price Price

The price that wholesaler and broker are willing to pay for Maserati is lower than Thin-scaled shallots are more the other two because Maserati’s round shape is seen as an indicator of expensive because the thin scales thick scales. indicate low water content, so when cooked (fried), it dries up Thick scales are generally seen as a sign that the shallots have high water quickly. content and mild taste. On the contrary, Lokananta has the highest price because it has thin scale and it's believed to have strong taste like Brebes Super. -Male, Big wholesaler

78