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ICOAGPG-2022 IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

Strategy to increase the competitiveness of the slopes of

Mount Muria coffee based on social enterprise

Eva Banowati1*, Andi Suryadi2, Fulia Aji Gustaman3, Fredy Hermanto4, Arfia
Setiyaningrum3, Riska Widya Suryani1 and Ngainun Nisa4
1
Department of Geography, Faculty of Social Science, Universitas Negeri Semarang,
Indonesia
2
Department of History Education, Faculty of Social Science, Universitas Negeri
Semarang, Indonesia
3
Department of Sociology and Antrophology Education, Faculty of Social Science,
Universitas Negeri Semarang, Indonesia
4
Department of Social Science Education, Faculty of Social Science, Universitas
Negeri Semarang, Indonesia

*Email: evabanowatigeografi@mail.unnes.ac.id

Abstract. Robusta Coffee cultivation on Mount Muria at an altitude of 700 masl, which in the
last two years, production reached 1,500 tons per year, an increase of 30 percent from the total
land area of 2,200 hectares (2019-2021) (seputarmuria.com, 2021)—coffee cultivators by the
people whose management serves as life support. Coffee farmers experience marketing
problems; they sell raw coffee beans to local intermediaries, and only a tiny portion is processed.
Post-harvest processing to make coffee powder ready for consumption traditionally. The strategy
to increase the competitiveness of coffee needs to do so through community empowerment based
on social enterprise. Data collection methods were field surveys, structured interviews, FGDs,
and literature studies. Data analysis described the coffee farming business and the preparation of
development strategies using SWOT analysis. The results showed that Lereng Muria coffee
farmers carried out vegetative grafting using the top working method: robusta shoots with
superior robusta shoots to get new varieties without killing old plants so that production and
yields were high. Most farmers grow coffee by utilizing the forest floor and interspersing it with
other commodity crops, including pomelo, cloves, teak, and silk tree. After harvests, the coffee
beans are dried directly under the sun, go to the mill, and sold to intermediaries. After doing a
SWOT analysis, the average IFE value is 0.63, and the EFE value is 1.13. Recommended 12
development strategies to increase competitiveness, including improving the grafting breeding
system, strengthening cooperation between farmers and other stakeholders, improving crop sales
management, increasing farmers' knowledge about climate change and pest control, and other
strategies.

1. Introduction
Coffee as a profitable export commodity started in the colonial period. At that time, plantations became
the pillar of economic life based on the economy. The development of coffee plants is carried out in the
highlands. One of them is on the slopes of Mount Muria, Pati Regency, Central Java, which has an
altitude of 700 masl. The local community manages people's coffee plantations as life support. The

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IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

coffee plant variety planted is of the Robusta type because it is by the biophysical characteristics of the
slopes of Muria. Crop Characteristics and Innovation of Coffee Farmers in slopes of Muria are collected
in four districts: Gembong, Tlogowungu, Cluwak, and Gunungwungkal. Production in 2019 reached
1,500 tons per year, while in 2021, it increased by 30 percent of the total land area of 2,200 hectares [1].
Coffee farming communities innovate by connecting robusta shoots with superior robusta shoots so that
production and harvest productivity are high. The innovations carried out by the the slopes of Muria
community must be maintained and developed as part of local wisdom. This innovation becomes a
strategy to increase competitiveness that distinguishes this coffee from coffees in other regions.
The Pati community does not widely know the potential of this unique coffee. In addition, the
resulting taste becomes the coffee's unique identity as a geographical indication. The innovation results
from the needs and resources of the local community, so it can later increase coffee farmers' bargaining
position in this area on a local, national and global scale. Sales of coffee are primary marketed in the
form of cherries (fresh fruit), and sales of processed forms (roasting) are around 10 percent. The
imbalance between the coffee farming sector's actors and coffee farmers' human resources does not
understand quality standards, resulting in less than optimal marketing. Lack of marketing has made the
commodity less competitive with other regions. So commodity development is a step that can be taken
from the supply and demand side. From the supply side, commodities are focused on superior growth,
namely regarding farmers' biophysical, technological, and socio-economic conditions.
The quantity of coffee production is 1 million tons of the Robusta variety from an area of 2,200
hectares/average per hectare of 700 tons per year [1]. Jolong Gardens has an area of 530 hectares.
Various actions and policies of the district government include mapping coffee-producing villages and
trying hard to maximize the potential of coffee in Pati by carrying out a series of management ranging
from planting and processing to marketing so that the cultivation of this coffee potential is maximized.
In addition, it involves the relevant agencies. So that the cultivation of coffee potential can be maximized
[2]. Based on observations and published data, it is known that the slopes of Muria coffee farmers
experience marketing problems. Generally, raw coffee beans are sold to intermediaries who end up in
coffee factories inside and outside the city. Only a tiny part is processed by themselves, traditionally
processed into a powder. Coffee is ready for consumption. Some pioneer communities cultivate from
local plantations and farmers and roasted coffee in collaboration with coffee cluster groups [3].
The competitiveness of coffee farmers' abilities is the basis for determining the success and
achievement of a goal in increasing village income and economic growth. This reality needs to be
responded to by empowering social enterprises in which farmers will plan, implement and evaluate
development programs with their initiation in achieving their welfare so that the socio-economic-based
development paradigm becomes an interesting study.

2. Methods
Coffee plantations on the slopes of Mount Muria were taken as research locations spread over four
districts: Gembong, Gunungwungkal, Tlogowungu, and Cluwak Districts. Coffee farmers, coffee
plantation land, production, productivity, and coffee farming procedures are the objects of this research.
Data collection methods were field surveys, questionnaires, structured interviews, FGDs, and literature
studies. Then the research results are described in depth and detail. The initial step for developing a
development strategy is to analyze the factors that are the strengths, weaknesses, opportunities, and
threats of coffee farming in the slopes of Muria. Determination of these factors with their weight values
was carried out with the farmers of Sitiluhur Village – Gembong District through FGD activities. The
internal and external factors that have been compiled are then asked about coffee farmers in several
villages in the slopes of Muria, Pati Regency, through the distribution of questionnaires and structured
interviews. After all the data is collected, a SWOT analysis can be carried out. Then a qualitative SWOT
analysis was also carried out to find a development strategy by combining several indicators in each of
the four existing factors.

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IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

3. Results and Discussions

3.1. Physical Characteristics of Coffee Farms and Coffee Farmers on the Slopes of Muria

3.1.1. Characteristics of Coffee Land. Spread on the Eastern Slope of Mount Muria, at an altitude of
700 – 900 meters above sea level. Coffee cultivation on the slopes of Muria is spread over four districts,
namely Gembong, Gunungwungkal, Tlogowungu, and Cluwak. The people's coffee plantation is close
to the 530-hectare Jollong coffee plantation [4], which is also one of the attractions of Agro-tourism as
the coffee-producing center of Pati Regency. Jollong Coffee Plantation can produce around 179 tons of
robusta type of raw dry coffee. The average rainfall on the slopes of Muria in 2006 was 1,100 mm with
66 rainy days [5]. Judging from the geological formation, the slopes of Muria is broadly composed of
Muria lava volcanic formations and Muria tuff with the constituent rocks of andesite and tuff. This area
was developed as a protected forest area, plantation, production forest, and dry land agriculture,
collected from the peak to the foot of Mount Muria with an average steep to moderately steep (>15%).
The soil type in latosol, red yellow, and mediterranean soils is fertile and suitable for annual plantation
crops such as coffee, cocoa, nutmeg, and other annual crops. The following is a map of the distribution
of coffee plantations on the slopes of Mount Muria, Pati Regency, based on field surveys and analysis
of secondary spatial data sourced from BIG in 2019 [6], namely land cover spatial data. Then the
information map from the DEM data processing results from the USGS website in 2018 [7], and BPS
data in 2019 [8] as comparison data.

Figure 1. The Slopes of Muria Plants Distribution Map in Pati Regency

Source: Primary Data Analysis, 2022

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ICOAGPG-2022 IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

Table 1. Distribution of the Slopes Muria Coffee Plants in Pati Regency

Area Coffee
Districts
(Ha2) Varieties
Cluwak 71,21 Robusta
Tlegowungu 270,81 Robusta
Gunungwungkal 145,02 Robusta
Gembong 962,67 Robusta
Total 1449,71
Source: [8], and Field Survey, 2022

3.1.2. Characteristics of Coffee Farmers. Coffee farmers in the Slope of Muria area, Pati Regency are
generally smallholders where land ownership is managed less than 0.5 ha. Not all farmers own land, but
some manage land owned by Perhutani through a profit-sharing system by paying rent per year. Like
farmers in other commodities, the income from coffee farming is only enough to meet the needs of daily
life. The small opportunity to invest in coffee farming proves that the level of welfare of coffee farmers
has not been achieved. Farmers' knowledge in farming is passed down from generation to generation,
including the artificial vegetative propagation system through the grafting method. This method has
been known to farmers and has been running for about two decades. Apart from farming techniques, in
general, farmers still do not understand the advantages of the coffee they produce. Even some farmers
do not know the type of coffee they grow, Robusta or Arabica. They only know the brand of the coffee
seeds they plant without knowing the type.

3.2. Strengthening The Uniqueness of The Slopes of Muria Coffee was Developed Using The
Grafting Method
Coffee seeds are usually freely traded, but the sustainability of the quantity and quality of providing
high-quality coffee seeds is a series of activities that must be prepared. The main preparations include
the right type of variety to produce the desired quality and timely planting and harvesting so that the
quantity is good. At the research location, namely in the slopes of Muria, most coffee farmers are
grafting using the top working method (Primary Data, 2022). This method is in line with the opinion of
Abdurrosyid [9] and Nugroho [10] as one of the artificial vegetative propagation methods to improve or
increase the quality or quantity of crop yields.

3.2.1. Grafting Skills. The slopes of Muria coffee farmers have been familiar with this grafting since
two decades ago, along with the implementation of grafting on land owned by National Plantation
Company. Previously, local farmers tried to apply this technology to their land, and it was proven
successful in increasing crop yields, so it is still being applied today. Vegetative propagation through
grafting applies the top working method. The mated plants are of the same variety, namely Robusta
coffee but with different qualities. Underplants initially of poor quality (tiny fruit seeds and rarely bear
fruit) were grafted with superior robusta shoots with large and dense fruit seeds. This is done in addition
to increasing the quantity and quality of coffee beans and extending the plant's life. According to the
interviews with coffee farmers, this strategy is also helpful for shaping plant physiology to keep the
stems short so that the nutrients received by flowers and fruit become more optimal and make it easier
for farmers to care for them.
The initial process in the grafting process is to prepare the lower plant and upper plant. Several tools
and materials are needed, such as grafting knives, cutters, razors, plastic lids, and raffia or other plastic
ropes. The requirement to be used as a bottom plant is about two years old and has a solid and abundant
root system so that it can survive in the dry season. As for the top plants, they must come from varieties

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IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

that are superior, productive, healthy, and free from pests and diseases. The following are the steps in
grafting activities carried out by coffee farmers [9] (Primary Data, 2022).
- Top plants, about 15 cm, are taken into account two things, namely branches that have no young
leaves, but there are already several new shoots. When you have found the correct branches,
trim them and trim all the leaves to reduce the evaporation of the plant. Usually, new shoots
appear in the axils of the leaves, so the leaf stalk needs to be left as a protective eye bud.
- Lower plants are cut at the fourth branch or a seedling height of about 1 meter from the soil
surface. Prune unproductive leaves and leaves the lowest branches so the rootstock can still
grow well, especially during the dry season. Cut just once so the stems do not bruise. The lower
stem is split about 2 cm using a knife or cutter with the cleavage position slightly sideways,
about 1/3 of the stem.
- Cut the right and left of the scion until it forms a wedge-like taper and inserts it into the slit of
the rootstock. Connect as tightly as possible so the cambium between the two stems can meet.
- Tie the top and bottom rods connected by wrapping a plastic rope from the rootstock up. Tie
tightly so that the scion is not easily wobbly.
- The upper limit hood uses a plastic hood to moisten the upper limit. This method also aims to
prevent the connection from drying out quickly and protect it from rain and sunlight.
- Grafting results can be seen in the next three weeks, marked by the emergence of new shoots
from the leaf axils, and the plastic cover can be removed. The raffia/plastic rope can be removed
after two months until the two stems are wholly fused in growth.
Practically, the stages of grafting coffee plants carried out by the slopes of Muria farmers are known
to be the role of farmer groups in artificial vegetative propagation in empowerment activities (Social
Enterprise), resulting in encouraging competitiveness. The physical condition of the land supports this
condition.

Figure 2. Top grafting activities carried out by farmers on the slopes of Muria
The stages of grafting coffee plants: (1) Grafting that has been tied and then coated with plastic until
the leaf shoots grow, (2) The plastic wrap is removed, (3) The grafting results have merged with the
growth of the mother tree, (4) The straps are removed and can be left to bear fruit.
Source: Primary data, 2022

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IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

Figure 3. Several new plants are ready to be grafted

(removed the plastic wrap)
Source: Primary data, 2022

3.2.2. Coffee Farming in The Slopes of Muria. Types of coffee cultivated. Farmers cultivate the
type of robusta coffee because it is by the altitude of the slopes of Mount Muria so that the quality of
the coffee produced can compete with other coffee-producing areas. Robusta coffee is also more
prevalent among farmers, yields more yields, and is more resistant to pests, so it is easier to maintain
than Arabica coffee. In the research location, it is rare to cultivate Arabica coffee because the slopes of
Muria is still too low (700 masl) to cultivate Arabica coffee, which will affect the coffee quality and
productivity. Arabica grows at an altitude of 1,000 – 2,000 masl, so the temperature on Mount Muria is
still too hot to cultivate Arabica coffee. In addition, Arabica coffee is more challenging to maintain
because it tends to be resistant to pests. Several years ago, farmers in Klakahkasian Village - Gembong
District had cultivated coffee grafted between Robusta (bottom) and Arabica (top). However, the yields
and harvest quality were not very good, so farmers switched back to Robusta coffee cultivation.
The cropping pattern is made. Most farmers use the forest floor to plant coffee plants. Coffee plants
are planted interspersed with other higher commodity crops such as pomelo, cloves, teak, and Albizia
Chinensis. Farmers use this method to take advantage of the existing land, but farmers also realize that
their coffee crop yields will be better if only one commodity is planted. The choice of cropping pattern
is up to the farmer who manages it. Most of the land managed by National Plantation Company are
planted specifically for one plant, not interspersed with other crops. Only a tiny part is interspersed with
other plants.

Figure 4. Coffe plants planted on forest floor (cloves and Albizia Chinensis)
Source: Primary data, 2022

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Coffee farming methods. People's coffee plants in the slopes of Muria can only be harvested 3-5
years after being bred through grafting techniques resulting from the first post-harvest cultivation
process.
a) first - second month (approximately October – November): prune after harvest is pruning the part
of the plant that has taken its fruit and the parts that are no longer productive
b) second month (approximately November): propagate plants through grafting. Grafting is done by
reproducing coffee plants so that can be harvested many times. If slash harvest is not carried out,
the production costs will be higher; the trees will be bigger and taller, so the harvest production
will be reduced. In addition, the coffee plant is also an annual plant that can be harvested many
times. With grafting, the harvest can be more and more often harvested. The types of grafted
plants are the same variety with different qualities. Usually, the top one is robusta coffee with
better quality (larger and dense fruit) than the initial plant.
c) third – fourth month (December – January): fertilize the area around the stem. The fertilizers often
used are manure and non-organic (ZA, Urea, Phonska). Fertilization occurs in the rainy season,
so plants absorb it more.
d) fifth – eighth month (February – May): pruning of new shoots is carried out so that the distribution
of nutrients is not too much. The new shoots are pruned so that more nutrients are absorbed by
the productive branches so that flower and fruit growth is more significant and more extensive.
Then, pesticides are carried out to prevent Plant Pest Organisms (in Indonesian called Organisme
Pengganggu Tanaman - OPT), pruning unproductive branches, and clearing weeds around the
plants.
e) ninth – twelveth month (June – September): harvested 3-4 times according to fruit maturity. The
higher the place, the more likely the harvest will be, and the longer duration. A knitting harvesting
system does harvesting. Several times the market demand was asked to harvest red, but because
the price difference was not too high (difference Rp.1,000,-), the farmers preferred to harvest
knitting. Depending on the farmer's condition, the harvesting process can be done manually by
hand or machine.
Note: the monthly time is only an estimate; each farmer may vary the estimated month of occurrence

Figure 5. Robusta coffee growth (blooming, green coffee cherry, red coffee cherry)
Source: Primary data, 2022

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IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

Figure 6. Plant care: 1) pesticide spraying to prevent pests,

(2) animal manure as a source of coffee fertilizer
Source: Primary data, 2022
Constraints in coffee farming. Some of the obstacles faced by farmers in cultivating coffee plants,
the changes in the rainy season pattern due to the symptoms of global climate change that hit also had a
major impact on coffee farmers. If it rains too often with moderate to high intensity, many coffee flowers
fall so that the fruit produced is reduced. Vietnam as the second world producer of Robusta, also feel
the impact of climate change. According research by [11] While drought reduced robusta coffee yield
by 6.5% on average across all provinces, the impacts on gross margins were noticeable, with an average
22% decline from levels achieved in average-rainfall-condition years. Their Adoptation strategy to
overcome the impact is by usung mulch. The nature of coffee plants, in general, does not require much
water because the soil surface is already moist. The thick canopy prevents sunlight from reaching the
ground. Soil that is too moist triggers the emergence of coffee plant pest organisms (OPT), including
ants, weeds, and 'borers' that attack the roots and stems so that these parts become a fine powder. OPT
control is done by spraying herbicides and insecticides every time the pest attacks. Sunlight that is too
hot also causes disease for coffee plants, especially on the leaves and fruit. The leaves will quickly turn
yellow when exposed to too hot sunlight. Another plant disease is when the coffee beans still attached
to the branches turn black due to excessive heat.
In 2019, farmers in Klakahkasian Village - Gembong District were attacked by Nematodes, parasitic
worms that damage plants, especially roots. Nematodes can act as pests and diseases, are said to be pests
because they can attack plants from the soil surface, and are classified as disease-causing because they
can enter the vascular network in plant roots [12]. Farmers are forced to sterilize land identified as
polluted by allowing the land to be overgrown with shrubs for up to 3 years until the parasite disappears.
This action was judged as the only way to reduce and eradicate the pest at the time. After that, the land
is re-processed by farmers by planting new seeds.

3.3. Increasing the Competitiveness of People's Coffee by Postharvest

3.3.1. Processing postharvest. Harvesting Methods. Farmers harvest using the knitting method
(without separating the green and red coffee). Several times the market demand was asked to harvest
angry, but because the price difference was not too high (difference Rp.1,000,-), the farmers preferred
to harvest knitting. The harvesting process can be done by hand or machine, depending on the farmer's
condition.
Drying and milling methods. Drying is done by drying in the sun. The quality of coffee also depends
on this process because if the heat received is not optimal, the coffee beans will be moist and not good.
In this method, there are two types of farmers, grinding first and then drying or drying first and then
grinding. This decision is back again about the urgency of economic needs. Coffee farmers do farming

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to meet their daily needs. When they need money, farmers sell their coffee beans wet or grind them and
then dry them. The advantage of this method is that the coffee dries quickly, but the quality is reduced
because the acid content in the coffee mucus sticks to the coffee beans during the drying process. If the
coffee is dried first and then ground, the coffee's quality is better, lasts longer, and has less acid content
even though it takes quite a long time to dry.
The grinding is done at the coffee mill, where the farmer pays for the service. For wet coffee grinding,
Rp. 500,-/kg and dry coffee Rp.1,000,-/kg. Wet and dry coffee grind is done on different machines for
easier maintenance.

Figure 7. Coffee bean drying model: (1) the coffee is ground first,
(2) the coffee is directly dried whole
Source: Primary data, 2022

Figure 8. Several tools in the mill: (1) scales, (2) milling machine,(3) a place to dispose of waste
from coffee grinding
Source: Primary data, 2022

Harvest sales methods. There are two types of sales, wet and dry sales, depending on the farmer's
economic conditions. When they need money, farmers will sell wet. The wet selling price is Rp. 5,000
per kg, while the dry selling is Rp. 23,000 – Rp. 25,000 per Kg. After grinding and drying to become

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dry coffee ready for sale, wet coffee will usually be reduced by 2/3 so that it only produces a third of the
initial weight. Farmers usually sell to collectors who are around their neighborhood. From the collectors,
it is distributed to Pati Regency and its surroundings until it reaches the Surabaya City. A small portion
of coffee is also used for personal consumption. Some farmers also stockpile dry coffee because the
quality will increase according to the length of storage time, and the price becomes expensive. However,
if the drying quality is not maximized, the coffee will be damaged to powder. The piled coffee is also
sold to the community around the coffee processing SMEs.

3.3.2. Strategy to Increase The Competitiveness of Coffee Farming. In formulating a strategy using
SWOT analysis, the first step is to analyze internal factors consisting of strengths and weaknesses and
external factors (opportunities and threats) of the activities studied. The following is a matrix of internal
and external factors for the slopes of Muria coffee farming.

Table 2. Results of Internal Factors Analysis

Code Internal Factors Weight Rating Score
Strenghts
S1 Good and productive harvest quality 0,077 3,20 0,25
S2 Demand for processed coffee continues to exist
0,079 3,40 0,27
S3 Farmer groups as a forum for cooperation between
farmers 0,081 3,60 0,29

S4 The peculiarities of the coffee products produced

0,079 3,20 0,25
S5 The cost of purchasing coffee seeds is affordable 0,063 3,10 0,19
S6 Labor costs are still affordable 0,063 2,70 0,17
S7 Vegetative propagation system (grafting) applied by
0,088 3,90 0,35
coffee farmers
Total 0,530 1,77
Weaknesses
W1 The selling price is still unstable 0,055 3,20 0,18
W2 Pest and plant disease attack 0,042 2,00 0,08
W3 Land area owned is still lacking 0,063 2,80 0,18
Production costs and logistics costs needed to
W4 0,055 2,60 0,14
fluctuate
W5 The technology used is still conventional 0,064 2,30 0,15
Lack of capital for farming development
W6 0,076 2,50 0,19
The harvest sales system is still not maximum
W7 0,066 2,10 0,14
The product is still inferior to the company's large
W8 0,048 1,80 0,09
product.
Total 0,470 1,14
Total internal factors analysis 0,63
Source: Primary data analysis, 2022

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Table 3. Results of External Factors Analysis

Code External Factors Wieght Rating Score
Opportunities
O1 Many requests from outside the region 0,094 3,50 0,33
O2 Industry related to coffee production continues to grow 0,110 3,60 0,39
O3 Cooperation with industries related to coffee production
0,086 3,60 0,31
O4 There are government policies that support coffee
0,102 2,90 0,30
farmers
O5 Government policies help increase the selling value of
0,089 2,90 0,26
local coffee
O6 Coffee consumers increase every year 0,110 3,60 0,39
Total 0,590 1,98
Treaths
T1 Uncertain regional climate 0,112 2,90 0,33
T2 There are government policies that make it difficult to
0,063 1,60 0,10
sell coffee commodities
T3 Business competition is quite tight 0,089 2,20 0,20
T4 Coffee commodities are not competitive with other
0,089 1,90 0,17
commodities
T5 Natural disasters (landslides) due to being on slopes 0,057 1,10 0,06
Total 0,410 0,85
Total external factors analysis 1,13
Source: Primary data analysis, 2022
The greatest strength in the slopes of Muria coffee farming, namely Budid coffee plants, uses a
vegetative propagation system through grafting (0.35). Apart from extending plant life, this system
achieves higher yields than natural reproduction systems. Harvesting can be done 3-4 times in one year
of treatment. Then the cooperation between farmers through farmer groups (0.29) became a different
strength for the coffee farmers of the slopes of Muria. One of the coffee farmer groups on the slopes of
Muria is the Sido Makmur Farmer Group in Klakahkasian Village, Gembong District. Through farmer
groups, regular monthly meetings are used to find solutions to coffee farming problems and absorb
knowledge and technology from socialization activities carried out by the government. The weakness
experienced by farmers is related to financial capital to develop their coffee farming. The slopes of
Muria coffee farmers, in general, are a group of middle to lower economic population where agricultural
products are used to fulfill their daily needs. External factors that become opportunities for farmers are
related to the development of coffee consumption trends in the community. In the current era, drinking
coffee has become a lifestyle, especially for young people and office workers. Coffee consumers today
are no longer a group of gentlemen but are increasing in number and variety. The increasing demand
has an impact on the proliferation of coffee shops with a variety of products made from processed coffee
beans. However, climate change causes the rainy and dry seasons to become erratic. Continuous and
erratic rains cause the coffee flowers to fall, reducing production results. The long and intense dry season
results in drying the coffee cherries that are still attached to the plant's branches.
Based on the table above, it can be seen that the total IFAS score is 0.63 and the total EFAS score is
1.13, where from the total scores of internal and external factors, a SWOT quadrant matrix reference
point will be formed. From the results of the SWOT analysis, it was found that the suitable strategy is a
growth strategy oriented where the object is in prime condition to be developed further [13].

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IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

Figure 9. Development strategy based

on IFES and AFES values
Source: Primary daya analysis, 2022

By the internal and external factors found, 12 strategies have been compiled that can be applied in
developing a coffee plantation business on the slopes of Muria. The following is a development strategy
based on qualitative SWOT analysis.

Table 4. Development Strategy Based on Qualitative SWOT

Internal Strenghts Weakness
S1, S2, S3, S4, S5, S6, S7 W1, W2, W3, W4, W5,
External
W6, W7, W8
Opportunities S – O Strategy W - O Strategy
O1, O2, O3, O4, O5, 1. Equitable distribution and
1. Improved grafting system
O6 increased use of agricultural
to increase production
technology
quality and quantity
2. Provide convenience and
2. Strengthening intra- assistance in access to
farmers, between farmer capital for farmers
groups, private sector, and 3. Looking for other alternative
government marketing strategies to reach
more consumers
3. Diversification of post-
harvest processed coffee
beans so that the products
produced are more diverse
Threats S - T Strategy W - T Strategy
T1, T2, T3, T4, T5 1. Increasing farmers' 1. Conduct land
knowledge about climate extensification and
change through farmer intensification in
groups coordination with farmer
2. Improvement of the ability groups and the government
of farmers in post-harvest 2. Improve coffee farming
processing so that the facilities and infrastructure
quality of coffee is not less 3. Cooperation between
competitive farmer groups and the
3. Review the policies government in pest control
implemented; this makes it and natural disaster
difficult for coffee farmers management.
Source: Primary data analysis, 2022

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ICOAGPG-2022 IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

An important factor in boosting success in implementing the above strategy is establishing active
and productive collaboration between farmers, intermediaries, or other parties as buyers of agricultural
products, the government, and other supporting parties. Completing the grafting, which is currently the
strength of coffee farming, can be done by coordinating with the Pati Regency Agriculture Service and
universities or researchers specialized in agriculture and geography to obtain new innovations. Applying
five farming businesses to coffee farming can also be an interesting option that the slopes of Muria
coffee farmers should try. Then, if all this time, farmers have sold their crops to local intermediaries,
where the price they get depends on the market price. The position of the farmer's supply in determining
the price is relatively low. This condition happens because the main goal drives it to meet the family's
daily needs. Improved management of sales of agricultural products needs to be done to shorten the
distribution chain so that the price received by farmers can increase. In addition, this improvement is
also expected to expand the market reach of this the slopes of Muria coffee commodity.
Seeing the increasing number of coffee consumers and the existence of coffee shops in the current
era, this is an opportunity for the slopes of Muria Coffee Brand. Of course, to compete with other coffees,
it is necessary to improve the quality of coffee beans. In Brazil, Brazilian coffee production has
experienced important changes driven by new consumer markets that are increasingly focused on
production processes and product quality [14]. Improving the quality can be through agricultural
intensification and mechanization, post-harvest processing, product diversification, and others. Other
threats such as climate change (the period and intensity of the rainy and dry seasons) and pest attacks
can be overcome, one of which is by increasing farmers' knowledge of this phenomenon through farmer
groups as a forum for their activities. In global, climate change will reduce the global area suitable for
coffee by about 50 % across emission scenarios [15]. Impacts are highest at low latitudes and low
altitudes. This impact also can be feel to coffe farmer in Indonesia. The role of government and other
parties like researchers from universities is needed as a source of this knowledge. In addition to the 12
strategies above, there are many other strategies that the slopes of Muria Coffee Farmers can apply to
increase production and productivity, and farmers' welfare.

4. Conclusions
The slopes of Muria coffee farm in Pati Regency covers four sub-districts, namely Gembong,
Tlegowungu, Gunungwungkat and Cluwak. Based on the mapping results that have been carried out
and BPS 2019 data, the area of coffee plantations in Pati Regency is 1,449.71 ha spread over 14 villages
on the slopes of Muria. The coffee variety developed is Robusta because it is of the agro-climate and
physical conditions of the slopes of Muria. The coffee plant breeding process that farmers usually do is
through vegetative propagation using the grafting method. The connected plants are of the same variety,
namely Robusta coffee but with different qualities. The cropping pattern applied by utilizing the land
under the stand is that coffee plants are planted in one area with tall woody plants. Farmers carry out
post-harvest activities, including drying and grinding beans so that the product in the form of coffee rice
can be sold. After analyzing internal and external factors, After analyzing the internal and external
factors, the number of IFE is smaller than EFE, but both are still positive. This value indicates that the
object is in prime condition to be developed further so that the appropriate strategy is growth-oriented.
Further analysis found 12 strategies obtained by crossing between factors on strengths, weaknesses,
opportunities, and threats. Mainstay strategies include improving the grafting breeding system,
strengthening cooperation between farmers and other stakeholders, improving crop sales management,
increasing farmers' knowledge about climate change and pest control, and other strategies. The purpose
of developing these strategies is to improve what already exists and improve what is still lacking. Of
course, in its implementation must support each other.

Acknowledgments
This research was initially funded by the Budget Implementation List (DIPA Funds) Universitas Negeri
Semarang. The authors would like to express sincere gratitude to the Director of Universitas Negeri
Semarang – Prof. Dr Fathur Rokhman, M. Hum., the Chairman of LP2M - UNNES, and the Dean of

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ICOAGPG-2022 IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1190 (2023) 012047 doi:10.1088/1755-1315/1190/1/012047

Faculty of Social Science – UNNES, and also staffs who gave us the opportunity to conduct this
research. The authors are also thankful to all coffee farmers in the slopes of Muria Mount and various
other parties who have help us and cooperate during the research.

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