Proceedings of the 1st Sampoerna University-AFBE International Conference, SU-AFBE 2018, 6-7 December 2018, Jakarta Indonesia

Research Article

Can Tempeh be Greenly Marketed by the Indonesian Tempeh Movement (ITM)?

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  • @INPROCEEDINGS{10.4108/eai.6-12-2018.2286267,
        author={Amadeus Driando Ahnan and Wida Winarno and Marthin Nanere},
        title={Can Tempeh be Greenly Marketed by the Indonesian Tempeh Movement (ITM)?},
        proceedings={Proceedings of the 1st Sampoerna University-AFBE International Conference, SU-AFBE 2018, 6-7 December 2018, Jakarta Indonesia},
        publisher={EAI},
        proceedings_a={SU-AFBE},
        year={2019},
        month={8},
        keywords={tempeh indonesian tempeh movement marketing mix green marketing},
        doi={10.4108/eai.6-12-2018.2286267}
    }
    
  • Amadeus Driando Ahnan
    Wida Winarno
    Marthin Nanere
    Year: 2019
    Can Tempeh be Greenly Marketed by the Indonesian Tempeh Movement (ITM)?
    SU-AFBE
    EAI
    DOI: 10.4108/eai.6-12-2018.2286267
Amadeus Driando Ahnan1, Wida Winarno1, Marthin Nanere2,*
  • 1: Indonesia Tempeh Movement, Indonesia
  • 2: School of Business, La Trobe University, Bendigo, Australia
*Contact email: m.nanere@latrobe.edu.au

Abstract

The Indonesian Tempe Movement (ITM) has been green-marketing a 300-year-old food from Indonesia to gain international recognition, earning 10,000 followers in addition to major public figure and governmental supports. The main purpose of this article is to introduce and promote Tempeh and ITM using the concept of green marketing. Tempeh, a soy-based fermented food, has been predicted to be potential to provide the world's ever-growing needs of affordable, nutritious, and sustainable protein sources. Compared to beef, tempeh contains similar amount and quality by producing just a fifth of total emission and consuming only tenth of total energy, on top of being sold at up to 12 times cheaper. Tempeh chips are also made of locally grown organic soybeans and handmade by underemployed individuals. The price is set up to cover the associated costs including the environmental and social costs. Tempeh, for example is also environmentally friendly. Bananas leaves are used to cover the Tempeh. Place of distribution include local market and online healthy snacks shop. The main promotion is mainly through the social media. The movement wraps its green and sustainability message through workshops, tempeh chips, educational videos, and campaigns. To sum up, the Indonesian Tempe Movement's practices provide insights on science-based green marketing that incorporates environmental, social, and economical aspect.