REPUBLIKA.CO.ID, JAKARTA -- The Ministry of Trade plans to manage the promotion and sale of Indonesian coffee by introducing Indonesia as a producer of high-quality coffee in the world.

"We are trying to establish the Indonesian coffee as a brand and market these coffees. The ministry observed that the various coffee varieties we usually market are referred to as coffee of Sumatra, Sulawesi, Toraja, Bali etc but there is no mention of Indonesia in the label," Lembong said here on Friday.

Now, the ministry has urged the Indonesian coffee exporters to use the name of Indonesia first, before mentioning the region where the coffee is produced.

"We want to promote the word 'Indonesia' as it is important for national branding," Lembong said.