AMLAPURA, Bali (BPN/PR) – Sibetan village, Bebandem District, Karangasem Regency, Bali, nestled on the slopes of Mount Agung, has long been known for its thriving salak plantations.
This exotic fruit, also known as “snake fruit” for its scaly skin, holds significant cultural and economic value in Bali.
However, despite its superior quality, Sibetan’s salak faces challenges in reaching broader markets.
In recent years, social media has emerged as a powerful platform for promoting and distributing this local product, both domestically and internationally.
To address these marketing challenges, a team from the Agrotechnology Program, Faculty of Agriculture and Business at Mahasaraswati University Denpasar, led by Ramdhoani, S.Si., M.Si., and including team members Dr. Putu Eka Pasmidi Ariati, S.P., M.P., Luh Putu Yuni Widyastuti, S.P., M.P., Cokorda Javandira, S.P., M.P., and two students, collaborated with Ilan University Taiwan to support the salak farmers in Sibetan.
Ramdhoani, S.Si., M.Si., explained, “The social media marketing initiative is part of our community service efforts aimed at strengthening local agricultural practices and increasing income opportunities for the residents of Sibetan. With support from universities and agricultural organizations, farmers received training in digital marketing, photography, and content creation. This training enables them to showcase their salak products directly to consumers on platforms such as Instagram, Facebook, and TikTok.”
The visual nature of social media allows farmers to attract potential buyers by highlighting the unique aspects of salak, including its appearance, flavor, and health benefits.
Through captivating photos and videos, farmers can illustrate the journey of salak from plantation to harvest to table.
For a distinct product like salak, this approach is highly effective and economical, as it reduces the need for intermediaries, allowing farmers to retain higher profits.
As part of a successful social media marketing strategy, the following solutions have been implemented:
- Highlighting the Unique Qualities of Salak
- Sharing the Story of Sibetan
- Engaging Influencers and Food Bloggers
- Seasonal Promotions and Online Marketplaces
This program is expected not only to increase farmers’ incomes but also to foster pride and solidarity among the residents of Sibetan Village.
This digital reach has brought global awareness to the challenges and achievements of Sibetan’s agricultural community, creating a foundation for further tourism development and potential partnerships in the future.
Moving forward, this initiative plans to introduce new digital tools and explore additional platforms, such as YouTube, to create more informative and comprehensive content.
With ongoing training and adaptation to the latest technology, Sibetan’s farmers are increasingly prepared to expand their market reach and ensure the sustainability of their culturally valuable salak agriculture.
