Hero Direct Farming

7 April 2015

Nowadays only few small farmers that has farming standard, implementation of technology and
transportation facilities that support them to deliver their product to modern market. Most of
farmers distribution structures is still be managed by third party and seller, that makes the margin of
commodity price cant be directly received by the farmers.
One of the breakthrough in this program is to have collaboration direct to the farmers (direct
farmers), this program goals is to connect the farmers to modern retail, so in the end the farmers
can directly distribute their products to Giant and Hero Supermarket.
First program that launched is the collaboration between PT Hero Supermarket Tbk.with Padjajaran
University Bandung through KATATA assisted farmers program on April 7th 2015. This program begun
by the accompaniment of farmers that started since September 2014, which followed by discussion
with the academics, farmers and HERO Group team that give them training about product quality
increasement, especially vegetables. By this collaboration, we are expecting to improve the quality
of agricultural products and farmers can directly access the structured market (the modern market,
food service, and export). KATATA farmers would send the product directly co-branding product
Katata to Giant stores in West Java area and also to the Distribution Center in Cibitung.
Next assisted farmers program is HERO Group in collaboration with Dinas Pertanian Tanaman
Pangan dan Hortikultura, Central Java province and Gadjah Mada University Yogyakarta launched
MERBABU program on September 20th 2016. This program is directly supervised by expertise from
Agricultural Faculty of Gadjah Mada University Yogyakarta is focus on farmers in Magelang area.
Besides the agricultur equipment support, counselling activities through discussion and training is
already programmed to increase the quality and production capacity from the farmers. Todays,
MERBABU co-branding product can be found in Giant store in Magelang and Yogyakarta area.