The Face of Local Products in a Glass of ‘Jamu’

MADINA NUSRAT

Minister of Tourism and Creative Economy Sandiaga S Uno together with 11 regional heads took a leisurely walk at the Bogor Botanical Gardens, Bogor, West Java, on Saturday (3/9/2022).

The turmeric-tamarind herbal medicine, locally called jamu, made by Tuminah (77) on Saturday morning (3/9/2022), has become the prima donna of a number of regional officials who were visiting the Bogor Botanical Gardens in Bogor, West Java. The jamu seller from Sukoharjo, Central Java, made a windfall.

"Get ready to bend to the right!" said Tourism and Creative Economy Minister Sandiaga “Sandi” Uno while signaling to dozens of photographers and the public relations team from ministries and the city administration that were recording their activities.

Sandi, who was walking leisurely that morning during the City Leaders Community-Kompas Collaboration Forum (KCF) event, held in collaboration with the Association of Indonesian Municipalities (Apeksi), made a sharp turn towards a corner of the garden. There, a woman wearing a kebaya (traditional blouse) and batik jarit (long skirt) sat facing bottles filled with jamu.

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Tuminah was happy with the arrival of the unusual guests. "What kind of jamuwould you like to drink, sir," said Tuminah. Sandi replied, "Turmeric tamarind."

Tuminah immediately served Sandi, followed by Apeksi chairman Bima Arya, who is also the Bogor mayor, and Singkawang Mayor Tjhai Chui Mie. Following them was National Procurement Agency (LKPP) chairman Abdullah Azwar Anas, who was also part of the group of buyers.

MADINA NUSRAT

Minister of Tourism and Creative Economy Sandiaga S Uno together with 11 regional heads took a leisurely walk at the Bogor Botanical Gardens, Bogor, West Java, on Saturday (3/9/2022)

Tuminah, who is from Tawangsari district, Sukoharjo, has been selling in the Bogor Botanical Gardens complex since 45 years ago. Every day, Tuminah arrives at 6 a.m. By 11 a.m., she has usually run out of jamu. However, on that Saturday morning, her jamu was almost sold out by at 7:50 a.m. "I am very happy that my merchandise was bought by officials, so I can go home sooner," she said.

While selling at the iconic gardens, Tuminah often meets officials, including President Joko “Jokowi” Widodo. She once offered her jamu to the President. “Mr. Jokowi likes the bitter herb temulawak, but still [natural]. It's good for the stomach," she said.

"Mr. Wali [Bima Arya] often comes here for sports. For Pak Menteri [Sandi], if I’m not mistaken, this is the first time. Hopefully the male and female customers feel healthy after drinking my jamu. This is the best-selling aromatic ginger-rice and turmeric tamarind medicine," said Tuminah.

KOMPAS/REGINA RUKMORINI

A resident buys herbal medicine from a mobile herbalist at the Rejowinangun Market, Magelang City, Central Java, on Sunday (22/3/2020).

Tuminah's hoped, with the arrival of the officials, that local jamu beverages and sellers could survive. Just like the theme of the KCF-Apeksi discussion on Saturday, "Optimizing the Utilization of Local Products for Economic Recovery and Anticipating Recession", Tuminah hoped that small entrepreneurs like herself and others would receive greater attention.

In the hands of traders like Tuminah, jamu comes in its simplest form, namely sold from door to door or from a kiosk.

Jamu is only one of thousands of types of local products made by the nation’s children. In the hands of traders like Tuminah, jamu comes in its simplest form, namely sold from door to door or from a kiosk.

Local products

Deputy secretary-general Bernard T Wijaya of the Indonesian Jamu Producers Association said that like other local products, jamu required development. It was not enough to be recognized as a cultural heritage, and jamu must be packaged in a contemporary way and marketed in line with the technological developments.

KOMPAS/REGINA RUKMORINI

Bottles of herbal medicine brought by herbal medicine vendors in Magelang City, Sunday (22/3/2020).

Even an affirmation policy on jamu was also needed.

Batik, also a local product with cultural value, had been successfully raised as the nation’s pride. As a result, in almost all regions, including big cities, there was an obligation to wear batik at certain times. "Jamu can also be like that [batik]," he said.

As a product, jamu is also the result of a long chain of production, distribution and consumption. The annual turnover of the jamu industry, according to Bernard, reaches Rp 16 trillion.

"That does not include the small [traders], who are not recorded," he said.

Jamu has the potential to move the people's economy if it is managed properly. Government policies to encourage the absorption of local products are welcomed. It is not impossible that jamu can be included in the e-catalog of local products.

Even, sand, bricks, paving blocks, and other construction materials can be included in the e-catalog.

Abdullah Azwar Anas said local products were not limited to one category. Local foods and regional specialties could also be included in the e-catalog. Even, sand, bricks, paving blocks, and other construction materials can be included in the e-catalog.

KOMPAS/KRISTI UTAMI

A herbal medicine maker shows ingredients for making herbal medicine, Friday (11/8/2019) in Sembangdesa Village, Tulis District, Batang Regency, Central Java.

“With this e-catalog, all products have the same opportunity. For example, if a region wants to order catering, it's not just certain catering that can be ordered,” said Anas.

With policies that encourage local products, small entrepreneurs like Tuminah can expect their products to penetrate a wider market and improve her welfare. (RINI KUSTIASIH)

This article was translated by Hyginus Hardoyo.