In the era of social media, sales patterns are gradually shifting from offline to online. This transition presents a significant opportunity for local businesses, as promoting their products has become more manageable and their reach has expanded. One group of local businesses taking advantage of this change is PT Perkebunan Lembah Bhakti (PT PLB), a subsidiary of Astra Agro. They utilize the benefits of the digital world by marketing their products through WhatsApp (WA) applications.
“We promote our products through WhatsApp status, and some members also use Facebook and Instagram. As a result, more and more people are placing orders. If you want to order, simply message us on WhatsApp. We will deliver it right away,” said Rita Sembiring, a PT PLB community member involved in making chips for PT PLB local businesses.
The concept of digital marketing emerged as a response to the sales challenges faced by businesses trying to market their products beyond their local communities. Rita Sembiring, a member of the PT PLB association, shared her experience of visiting neighboring towns to distribute free product testers to the community.
Creative and unique ideas have emerged among the women of the association. They use digital technology and social media for promotion and orders.
Rita appreciates that, despite the numerous requests they receive, she does not have to invest heavily in business capital. “All the raw materials for the chips come directly from the garden in the village, which we plant and cultivate ourselves,” she said.
Catur Wibowo, the Assistant Corporate Social Responsibility (CSR) Officer at PT PLB, explained that this business initiative is part of his efforts to encourage members of the association and the village community to become entepreneur, starting from a small business.
Community Empowerment Through Agricultural Assistance for Local Farmer Groups
The economic empowerment of residents through Agricultural business which primarily focused on PT Perkebunan Lembah Bhakti (PLB) and is evident across all Astra Agro subsidiaries. In addition to supporting local businesses, the company’s CSR team also provides agricultural assistance to enhance food security for communities surrounding plantation concessions.
The chosen crops for development have been selected for their quick harvesting times, enabling residents to benefit from a short processing period. These crops include beans, long beans, cucumbers, tomatoes, chillies, and others. Besides personal consumption, many of the harvested goods are sold in the market, generating additional income for the residents.
One notable initiative is the Agricultural Learning Center (ALC) program, which supports the Orang Rimba tribe at PT Sari Aditya Loka (SAL) through the Suluh Rimbo Sikar and Suluh Rimbo Air Panas groups. The Suluh Rimbo activities empower the Orang Rimba tribe to independently produce food, thereby strengthening food availability for the local community.
Animal Husbandry
In addition to agricultural cultivation, the local community receives guidance on chicken farming and fisheries from the PT Pasangkayu CSR Team. Their efforts include cleaning chicken coops, providing quality feed, ensuring access to clean drinking water to meet nutritional needs, improving ventilation to maintain air quality, and administering vaccines and vitamins with the help of veterinarians from the Plantation and Livestock Service Office of Pasangkayu Regency.
Additionally, the community has received support for aquaculture, particularly catfish farming for the Bunggu tribe, which resides near the PT Pasangkayu area. The harvested fish can help local groups meet their daily nutritional needs, especially for those living far from the sea.
The presence of oil palm plantations, such as Astra Agro, not only boosts the palm oil industry in the region but also promotes the economic independence of local communities by supporting local businesses. Through training, access to capital, and the development of marketing networks, local business can become essential pillars in diversifying income sources around the plantations.
