The Doctoral Program in Media and Cultural Studies (KBM) at Universitas Gadjah Mada conducted a field study on Saturday (September 27) by visiting three locations in Wonosobo Regency, Central Java: Carica Gemilang Factory, Catra Strawberry Farm, and Tanjungsari Land Tea Plantation and Factory.
The first visit took place at Carica Gemilang Factory, where students and program administrators observed the production process of carica fruit products, from washing the fruit to the packing stage. Alfha Gemilang, the owner, shared his experiences regarding marketing challenges. According to him, one of the biggest issues is the instability of carica fruit supply. “During harvest season, yields can be ten times higher than during the off-season,” he explained.
He also highlighted the issue of categorization, as carica products are difficult to classify as either food or beverage, creating obstacles for export. Distribution has also been problematic, since shipping costs are often disproportionate to the product’s selling price.
The activities continued at Catra Strawberry Farm, where students engaged in strawberry picking while observing prosumption—how visitors to the farm can simultaneously act as both producers and consumers in agro-tourism activities.
The final visit was to Tanjungsari Land. Here, students learned about tea leaves and their processing directly in the plantation, while also observing production processes at the factory, including tea leaf drying. Tanjungsari Land operates under Pabrik Teh Tambi Wonosobo, a tea factory with a long history. Established around 1805, the factory once ceased operations but was revived in the 1980s.
Through this field study, KBM doctoral students are expected to broaden their understanding of production dynamics, distribution, and cultural issues surrounding agriculture-based industries in the region.
Contributor: Adhani J. Emha