Written by: Daan Mulder (Partnerships Manager)
How role models and creativity engage young people in coffee and cocoa farming
In coffee and cocoa, as in any other sector, young people are essential for driving innovation and ensuring a sustainable future. Yet, the farming population is ageing, and many prefer urban jobs over agricultural livelihoods. While initiatives exist to improve access to finance and land, one fundamental challenge remains: making farming an attractive choice. To counter this, Progreso’s partners in Indonesia and Rwanda have found creative and inspiring ways to engage the next generation of coffee and cocoa farmers.
A young management and a stacked trophy shelf
Recruiting new and talented members is one of the key strategies behind the success of Koperasi Rejo Mulyo, or Kojoyo, in Central Java. The cooperative organizes youth camps, local coffee shows, and green bean contests to involve young people in their communities. But perhaps the biggest driver of change is its young leadership team. Acting as role models, they show that creativity in coffee production can turn farming into an art form with a decent income.
This year alone, through self-learning and experimentation, Kojoyo tested twelve new coffee-processing methods to bring out the best aromas from their arabica and robusta beans. And it paid off: their fine robusta won an award at Jakarta Coffee Week for the second year in a row.
Coffee hipsters between the cocoa trees
On Sulawesi, the cooperative SIMULTAN is drawing young people into cocoa farming through hip, hands-on experiences. In their creative warehouse filled with murals and local crafts, young members prepare their camping gear and coffee sets before heading into the field. There, they chat about cocoa farming with peers from nearby communities, sometimes while jamming on a guitar or cajón.
SIMULTAN’s young member base is the driving force behind its innovative initiatives, such as a magnetic board game that teaches farmers about agroforestry in a fun and interactive way.
Passion for football, passion for coffee
In southern Rwanda, Maraba Coffee Cooperative encourages youth involvement in the coffee value chain through an annual football competition among communities surrounding its washing stations. While competing for the cup, young coffee farmers share stories about how coffee farming has become a reliable and sustainable source of income.
The initiative also highlights that the coffee sector offers more than farming alone, it provides opportunities to develop skills in roasting, cupping, and even becoming a barista.
Leading by example
Creativity, self-expression, and young leadership are powerful tools to make farming appealing again. By showing that agriculture can be innovative, social, and rewarding, cooperatives like Kojoyo, SIMULTAN, and Maraba are inspiring the next generation of coffee and cocoa producers.
Let’s make farming cool again.
