In 2017, CNN International released a list of the “50 Most Delicious Foods in the World.” The selection was based on votes cast on Facebook and garnered 35,000 votes. Based on the votes, rendang took first place on the list. Since then, rendang has gained global recognition, opening up significant opportunities for many culinary entrepreneurs to thrive. It’s no surprise that this momentum gave rise to numerous successful entrepreneurs who have made rendang their signature product, both domestically and in international markets. One such entrepreneur whose business has skyrocketed is the successful entrepreneur Sri Yuliastuti, affectionately known as Uni Tutie. She began her business in 2015.
The Beginning of Her Career
According to https://food.detik.com, Uni Tutie shared that one day, a friend asked her to make rendang. The rendang was for the friend’s mother, whom Uni Tutie happened to know. Uni Tutie agreed to the request. She took photos of her cooking and uploaded them to Facebook. She did this repeatedly, including when the rendang was being cooked in a pan.
Thanks to her dedication in sharing these photos, Uni Tutie started receiving orders. Her home-based rendang business continued to grow. By 2017, Uni Tutie received an extraordinary offer from a company: 30 tons per month. At the time, her production capacity was only 30 kilograms (kg).
However, Uni Tutie accepted the challenge. She handled all the requirements herself, from BPOM RI MD (Food Safety) to HACCP (Hazard Analysis Critical Control Point). As a successful entrepreneur, Uni Tutie knows that meeting food safety standards is a crucial step to entering the international market. According to Uni Tutie, the HACCP certification is used to obtain export permits. This includes exports to Japan and the United States (US), which are known for their strict food safety standards.
Obtaining all the necessary export requirements is no easy task, taking approximately two years. Successful entrepreneurs like Uni Tutie understand that global expansion requires patience and perseverance in meeting regulations and maintaining quality. Uni Tutie is targeting foreign markets because, based on small-scale surveys she conducted, Indonesian products are still rarely found on shelves in foreign supermarkets.
Product packaging must also meet international standards. This includes the logo and brand name, BPOM RI MD certification, HACCP certification, gram weight, nutritional value, allergy warnings, usage instructions, ingredients, and information in multiple languages.
Expanding Overseas
After obtaining HACCP certification, Uni Tutie received an offer to export her rendang to the US. However, her beef rendang could not enter the US, while other rendang products were allowed. Ultimately, the rendang exported to the US was made with jengkol and red beans. It turns out that meat and poultry are not permitted in the US.
In addition to the US, Uni Tutie’s rendang products have also made their way to Europe. Unlike the US, beef rendang can be exported to Germany and Switzerland. For Australia, the exported products are spices and red bean rendang.
As a successful entrepreneur, Uni Tutie has been able to adapt quickly to market dynamics and regulations in each country. Her diversification strategy has been the key to maintaining exports despite certain limitations. Uni Tutie’s rendang has even become a core member of the government’s ‘Indonesia Spice Up The World’ program, making it easier to enter export markets.
To maintain its authentic flavor, Uni Tutie’s rendang uses local ingredients and natural Indonesian spices known for their antioxidant properties. The cooking process is carefully monitored, and the products are packaged using modern technology, ensuring a shelf life of over 12 months at room temperature.
The Journey of Rendang Uni Tutie
Uni Tutie’s journey is a testament to how a small and medium-sized enterprise (SME) can transform from a home-based operation to a global player. However, one notable challenge is the gap between production capacity and export demand, which has grown from just 30 kg to 30 tons. This underscores the critical importance of production readiness, supply chain management, and strategic collaboration for businesses aiming to expand into international markets.
Uni Tutie’s courage as a successful entrepreneur is commendable, but it also serves as a reminder that many businesses lack contingency plans to handle unexpected surges in demand.
The rejection of beef rendang exports to the United States due to their meat import policy underscores the importance of thoroughly understanding the regulations of the destination country. Meanwhile, product innovations such as rendang spices and red bean rendang prove Uni Tutie’s flexibility in adapting its business strategy. She did not give up easily. This step can serve as an example for successful entrepreneurs in diversifying their products to overcome non-tariff barriers in the global market.
Conversely, the European market has warmly welcomed beef rendang. In Australia, rendang spices and non-meat products are the mainstay of exports. This is proof that a deep understanding of export regulations and consumer preferences in each country is a strategy that cannot be ignored by anyone who wants to become a successful entrepreneur at the international level.
Lessons Learned
Uni Tutie’s export success is also supported by its role in the Indonesian government’s Spice Up the World program. This initiative helps open promotional opportunities, build international branding, and facilitate access to various trade platforms. However, Uni Tutie’s story also reveals one fact: many other businesses are still unsure about how to take their first steps.
Uni Tutie proves that to become a successful entrepreneur, it’s not enough to just have a delicious product. It requires perseverance, market research, compliance with regulations, and continuous innovation. Uni Tutie’s rendang still uses local spices and is processed traditionally but packaged with modern technology. Thus, Uni Tutie combines cultural authenticity and technological innovation.
This combination is what makes Uni Tutie not just a food seller, but a successful entrepreneur inspiring many SMEs in Indonesia to break into the global market.
