Orange Farmers in Semboro Transform Harvests Through Innovation and Digital Marketing with Support from Polije

Farmers in Sidomekar Village, Semboro District, are no longer relying solely on selling fresh oranges. Through a community empowerment program funded by the Directorate General of Research and Development, Ministry of Education, Culture, Research, and Technology (Kemendiktisaintek), a team of lecturers and students from Politeknik Negeri Jember (Polije) is helping farmers turn surplus harvests into value-added products while expanding their markets through digital platforms.

Abdul Muhin, head of the Petani Unggul farmer group, welcomed the initiative enthusiastically.

“This program offers a solution to the recurring problem of oversupply during harvest season, which often causes orange prices to drop drastically,” he said.

Farmers are now trained to process oranges into powdered drinks, soft candies, and orange cookies, enabling them to extend the shelf life of their produce while creating new market opportunities.

“Besides product innovation, we also received training in digital marketing, which will surely increase our income,” Abdul Muhin added.

According to Aulia Brillianatina, S.TP., M.P., a member of the Polije team, the integration of modern marketing strategies is key to reaching a broader consumer base.

“With digital marketing tools, processed orange products can go beyond the local market and reach national and even international buyers,” she explained.

Another team member, Arisona Ahmad, S.E., M.S.Ak., highlighted the transformative role of e-commerce for rural communities.

“Digital marketing opens vast opportunities for farmers, allowing them to compete beyond their immediate environment,” he emphasized.

Project leader Irene Ratri Andia Sasmita, S.TP., M.P., underlined the importance of product downstreaming and market digitalization as strategies to enhance farmers’ economic resilience.

“Our goal is to help farmers not only depend on fluctuating fresh fruit prices but also develop high-value derivative products marketed through digital platforms,” she said.

With renewed skills in product processing and digital entrepreneurship, the farmers of Sidomekar are optimistic. They believe this initiative provides them with the necessary tools to overcome seasonal challenges, strengthen household income, and contribute to sustainable rural agribusiness models aligned with the UN Sustainable Development Goals (SDGs).