In a groundbreaking move, PT Pertamina (Persero) is preparing to elevate Sasagu—a Papua‑based micro and small enterprise (UMK) specializing in sago‑based snacks and flour—to international export markets. Anchored in its UMK Academy 2025 program, Pertamina is equipping the brand with the tools to go global, garnering interest from buyers in Germany and Japan, and laying groundwork for expansion into Australia. This narrative explores Pertamina’s strategic readiness, the evolution of Sasagu, and how Indonesia’s state‑energy firm is weaving local cultural heritage into global opportunity.
From Local Roots to Export Readiness
Sasagu, founded by Herlinda Sinaga, began operations in 2023 with a vision to create contemporary sago snacks rooted in Papua’s rich culture. Under the guidance of Pertamina’s UMK Academy 2025, the enterprise rapidly scaled its operations. In just a few months, its production and revenue multiplied, and its packaging and branding received a professional uplift.
Pertamina’s program, delivered through a digital Learning Management System (LMS), offers modules on “Go Modern,” “Go Digital,” “Go Online,” and “Go Global” in a gamified learning environment. Participants receive one‑on‑one coaching, covering production management, marketing, and international compliance.
The approach has enabled Sasagu to penetrate both offline and online marketplaces, even becoming a best‑selling snack at the largest supermarket in Jayapura. Their sago flour has emerged as the market leader locally, praised for being gluten‑free and rich in cultural identity.
Pertamina UMK Academy: A Strategic Pillar
Pertamina’s broader commitment to national entrepreneurship is well‑demonstrated. At the Trade Expo Indonesia 2024, UMK participants achieved USD 10.5 million in export contracts, and 13 UMKs inked MoUs with buyers from Canada, Malaysia, China, Saudi Arabia, and others.
Meanwhile, prior programs like UMK Academy in 2023 and 2023’s ASEAN‑China Expo helped prepare dozens of UMKs for global markets through intensive export training and curated participation.
Pertamina’s ESG‑aligned strategy and long‑term vision enable it to foster sustainable, culturally rooted enterprises—demonstrating how a state energy firm can act as a catalyst for decentralized, inclusive economic growth.
Sasagu’s Potential Buyers: Germany, Japan & Australia
Current interest from Germany and Japan signals high expectations for quality, packaging, and supply consistency. Herlinda confirmed two international buyers are engaging in negotiations.
At the same time, further market entry into Australia is underway, spurred by her recognition as Indonesia East’s only female entrepreneur in the Australia Awards’ “25 Woman‑led MSMEs – Ready to Export” program 2024.
This carefully staged entry strategy—from local best‑seller status to global buyer interest—is a textbook case of how branding, compliance readiness, and consistent production elevate an artisanal product to global markets. Scalability will hinge on Herlinda’s ability, with Pertamina support, to streamline supply chains, certifications (e.g., halal, food safety), and export logistics.
Sustainability Meets Cultural Identity
Sasagu distinguishes itself not only through gluten‑free, healthy products but also via strong commitments to environmental sustainability. For every sago tree harvested, Herlinda ensures five saplings are planted, preserving ecological balance.
Award after award confirms Sasagu’s growing reputation—from Australia Awards to Pertamina’s Top 350 PFpreneur Female UMKM, plus recognition from the Ministry of Industry as a finalist in Indonesia Food Innovation.
This blend of innovation, sustainability, and regional pride resonates strongly with modern global consumers, especially in markets like Germany, Japan, and Australia, where ethical and heritage food products enjoy premium positioning.
Challenges Ahead & Strategic Outlook
- Supply Continuity & Production Scale
Scaling production sustainably is non‑trivial, especially given the long maturity cycle of sago palms (often 7–15 years before harvest readiness). Local supply must be balanced with demand without compromising ecosystem sustainability. While Sasagu is pioneering local sourcing, broader landscape planning and farmer partnerships will be critical. Redundancies against supply shocks or climate variability must also be addressed. Insight from community knowledge indicates that a sago tree may yield 150–300 kg of starch, but typical scalability constraints exist.
- Certification & Export Compliance
Entering markets like Japan and Germany demands compliance with food safety, halal certification, traceability, packaging, labeling (with origin “Papua, Indonesia”), and import protocols. Pertamina’s LMS modules and one‑on‑one coaching are designed to prepare Sasagu in these areas. Additional support from Papua provincial authorities is evident—they assist UMKs in handling NIB, customs documentation, Balai POM, halal certificates, and other compliances.
- Brand Positioning & Market Differentiation
While gluten‑free branding and “authentic Papua heritage” give Sasagu unique appeal, global markets are competitive. Successfully pitching as premium, traceable, ethical tropical snacks will be essential. Clear storytelling around Papua’s biodiversity, indigenous communities, and sustainable harvesting can differentiate the brand.
Pertamina’s Strategic Leverage
Pertamina is uniquely positioned to propel Sasagu’s journey toward global markets. With its institutional credibility and expansive networks, Pertamina has successfully connected Sasagu to high-profile international forums such as the Trade Expo Indonesia, the ASEAN-China Expo, and various global business-matching platforms, enabling access to serious international buyers. Beyond networking, Pertamina offers robust capacity-building support through its digital Learning Management System (LMS), which combines structured training modules with hands-on coaching to prepare micro and small businesses for the rigors of export. Equally important is Pertamina’s alignment with the Sustainable Development Goals (SDGs) and Environmental, Social, and Governance (ESG) principles, which ensures that its empowerment programs—especially those targeting eastern Indonesia—prioritize inclusivity, sustainability, and long-term resilience. This strategic ecosystem of support makes clear that Sasagu’s ascent is not a coincidence but the result of a carefully designed initiative that merges government-backed infrastructure with entrepreneurial empowerment, local cultural pride, and forward-looking export ambitions.
Conclusion
As interest from Germany, Japan, and Australia converges, Sasagu and Pertamina are emblematic of the growing sophistication of Indonesia’s UMKM ecosystem—rooted in tradition but ready for global markets. Through UMK Academy 2025, Pertamina is building not only profit‑oriented enterprises but also model ambassadors for a sustainable cultural economy.
The story of Sasagu reflects a narrative that global consumers increasingly seek: authenticity, traceability, sustainability, and empowering underrepresented regions. It also demonstrates how a national energy company—by investing strategically in human capital, training delivery, and international platforms—can be a powerful enabler of inclusive economic development.
By carefully stewarding Sasagu’s growth—from local popularity to export readiness—Pertamina is showing that Papua’s sago innovations can become a respected global brand, carrying the story of Indonesian heritage to the world.
As this journey unfolds, Pertamina’s experience with Sasagu could inform frameworks for other regionally based UMK products—ensuring that local culture is translated into economic opportunity on a global scale.