MSMEs From Bandung Tembus Global Market, Rendang Sapi Sukses Menikat Dunia Di Davos

JAKARTA - One of the micro, small and medium enterprises (MSMEs) from Bandung, Restu Mande managed to steal attention at the 2025 World Economic Forum (WEF) event in Davos, Switzerland.

Typical Indonesian culinary products such as beef rendang and egg rendang chips are prima donna at the Indonesian Pavilion, which takes place on January 20-24, 2025.

The Director of MSME Business Development, Utami Ichda Ramadhanty, expressed his gratitude for the positive response from international visitors.

"We didn't expect the response to be so enthusiastic. Many were impressed by the authentic taste and long-lasting practical packaging," Utami said in a press statement from Grab Indonesia to VOI.

This product is not only attractive because of its delicious taste but also because it has met various international standards. These MSMEs have obtained Food and Drug Administration (FDA) certification from the United States, halal certification from the Indonesian Ulema Council (MUI), as well as Good Manufacturing Practices (GMP) and Hazard Analysis Critical Control Points (HACCP) quality standards.

The success of achieving this certification opens the door for their products to enter global markets such as the United States, Canada, Japan, and New Zealand.

The process of obtaining this certification is quite heavy because it must meet various strict requirements, from production facilities to product testing. However, this is a big step towards expanding the reach of local products to various countries, "explained Utami.

The COVID-19 pandemic is one of the biggest tests for MSMEs. The decline in revenue due to reduced number of restaurant visitors forced them to innovate and expand sales through online platforms. As a result, sales increased by 300 percent compared to before the pandemic. Now, their products have penetrated international markets such as Papua New Guinea, Qatar, Australia, and Singapore.

In addition to focusing on business development, these MSMEs are also committed to having a positive impact on local communities. They create job opportunities for housewives with flexible working hours, so that workers can still carry out their roles at home.

One of the inspirational stories came from Mrs. Cicih, a 50-year-old single mother who has worked at this MSME for 15 years. This work helped me send my children to college, said Mrs. Cicih.

These MSMEs also partner with local farmers around Bandung to ensure the quality of raw materials is maintained while improving the welfare of farmers. By buying directly from the source, they managed to break the chain of tandality and provide a fairer price for farmers.

After being successful at Davos, the MSME is preparing steps to enter the European Market by meeting the requirements for the European Food Safety Authority (EFSA) certification. This effort is expected to further expand their market as well as introduce Indonesian culinary to more countries.

"We hope this small step can be a motivation for other MSMEs that local products have great potential to compete in the international market. With hard work and innovation, Indonesian products can stand on par with other global products," added Utami.

On the other hand, Neneng Goenadi, Country Managing Director, Grab Indonesia, said he was proud that Grab had become part of Restu Mande's journey, from supporting business digitization to helping achieve significant business growth in expanding distribution and consumers' reach, so that revenue doubled.

"The participation of Restu Mande in the Indonesian Pavilion is a form of our commitment to encouraging Indonesian MSMEs, as well as proving that local innovation is able to compete in the global market," Neneng concluded.