Market Potential of Cascara Tea From Catur Village Kintamani Bali

Abstract

The third-wave of coffee, the fascination of single origin coffee products, and the trend for sustainable production and consumption has brought about newfound interest in Cascara tea. Cascara derives from red coffee cherries, typically discarded in the coffee production process. However, with its zero-waste production concept, UUP Catur Paramitha in Kintamani region Bali collects the Arabica coffee cherries to be made into Cascara tea. This research aims to examine this by-product from the coffee production which was recently added to the product palette of can be marketed, particularly in Bali's growing cafe scene. Mixed methods were used to take a closer look is taken on the acceptance of the taste questioning of the intended target group as well as intended point of sales. From the study it is found that there is potential for the beverage in Bali's cafe scene found from acceptance of the taste by consumers and interest shown by the interviewed Baristas and restaurant managers. The challenge for the producers, then, is how identify and select the most potential market segments for this product and position Cascara tea among its competitors.

Keywords: Cascara tea, coffee, by-product, marketing, zero-waste

JEL Classification: Q01, O13