Marketing and value chain of 'Gedong Gincu' mango with its labeling and packaging

Y. Deliana, S. Fatimah, A. Charina
'Gedong Gincu' mango, which has been exported to Singapore, Saudi Arabia, and even the USA, has unique characteristics including its taste, aroma, shape, and color. In West Java, areas that potentially produce this type of mango are Cirebon, Majalengka, Kuningan, and Indramayu, with each area producing mangoes with distinct characteristics. 'Gedong Gincu' from Cirebon and Kuningan tastes sweet and sour with its round shape and medium size. 'Gedong Gincu' from Majalengka tastes sweet with its high water content and big size. On the other hand, the same mango type from Indramayu tastes sweet but has a small size. A problem is that only 20% of the suppliers have used labeling, but they have not used packaging. However exporters have used packaging. research investigates the process of mango distribution, farmer share, and value added with labeling and packaging. The research uses primary and secondary data by interviewing 75 farmers from three farm groups in Dukupuntang district and one farm group from Munjul district, Cirebon Regency. Also, calculation of value added and opportunity is used. The result reveals that farmer value added increases as much as Rp 4000 kg-1 after labeling at the supplier level, packaging without labeling shows value added Rp 11,000 kg-1, which is caused by the fact that the cost of packaging is more expensive than that of labeling. Meanwhile, packaging with labeling shows added value Rp 22,500 kg-1. Consumers are willing to pay more than 20-40% after labeling as they are convinced that labeling mango quality is guaranteed. Consumers do not buy labelled mangoes for their consumption but as a souvenir or for different purposes.
Deliana, Y., Fatimah, S. and Charina, A. (2017). Marketing and value chain of 'Gedong Gincu' mango with its labeling and packaging. Acta Hortic. 1183, 373-382
DOI: 10.17660/ActaHortic.2017.1183.53
'Gedong Gincu', value chain, labeling and packaging

Acta Horticulturae