Luwak coffee, originated from Indonesia, is well known as the most expensive coffee in the world. It gains its huge popularity due to low acid concentration despite the fact that it’s produced from weasel feces.
Because of its global fame, an Indonesian entrepreneur, Mifta Khur Rokhman dares to franchise his luwak coffee business. He claimed this business to be very profitable. Sonce last March he already got 3 kiosks on his own and franchisee from Batam, Bandung, Lumajang and Surabaya. He also claims that his coffee is not only exclusively for upper class market. Instead, it also targets middle class too.
Luwak coffee actually is Arabican coffee excressed by weasels bred at Southern Lampung, a ciy in Sumatra Island. According to coffee experts, Luwak coffee’s quality from breeding farm is not as good as produced by wild weasels. However, nowadays it’s difficult to capture wild weasels to get their feces. Coffee from wild weasels is highly demanded because of its taste. Indulging taste combined with the scarcity cause the high price of this coffee. That’s why there’s a growing trends for coffee resulted from bred weasels which is done by Mifta.
Moderation on the price of coffee Luwak allows bigger market for this product. This is including wider export market as this commodity becomes much more affordable. The downside of cheaper price is buyer may doubt the originality of this coffee which may harm the image and exclusivity of this world’s most expensive coffee.