Local Talent Global Aim
Motivated by a vision to elevate Indonesia’s coffee scene, Dini Criddle founded Tanamera Coffee in 2013. In this exclusive interview, she reveals the meticulous process and unwavering commitment to quality in offering exceptional specialty coffees that have earned the brand international acclaim, including its promising future in the international market.
Q: Can you tell us about the journey that led you to create Tanamera Coffee?
A: Growing up in Indonesia, coffee was always around me. But in Australia, I saw a thriving coffee scene, fuelled with high-quality beans. It felt like a missed opportunity for Indonesia, which was home to some of the world’s best plantations. I envisioned Tanamera Coffee as a symbol of the lava flowing from the volcanoes, enriching the red land – the name was derived from Indonesian word for land (tanah) and red (merah).
Q: Tanamera Coffee has garnered numerous international awards. Can you share some insights into how you built a brand that consistently delivers quality and stands out in a competitive market?
A: Our core values are passion and quality. So we start from the beginning, partnering with farmers, ensuring meticulous care for their crops, hand-picking only the ripest cherries and then processing them with daily oversight for weeks. Back at the roastery, we have experts that use cutting-edge tech to unlock each bean’s unique flavour profile. This consistency makes us constantly innovate to keep our award-winning coffee exciting.
Q: Your vision for Tanamera Coffee includes expanding internationally. What strategies have you employed to achieve this, and what obstacles have you encountered along the way?
A: The Indonesian archipelago offers a wide range of flavours, with notes of chocolate, caramel, citrus and many more – a fact that the international market is often unaware of. While maintaining our core brand values, we have to adapt our offerings to the local preferences of different markets. We have encountered obstacles such as navigating different regulatory environments, facing the high fixed cost of Singapore, and overcoming preconceived notions about Indonesian coffee.
Q: Could you elaborate on the importance of maintaining close relationships with coffee farmers and the impact your initiatives, such as the farm processing model, have had on their livelihoods?
A: It is vital; we see farmers not just as suppliers, but as valuable partners in our journey to bring out the best in Indonesia’s exceptional coffee. This shared vision of success is the driving force behind everything we do. Initiatives such as our on-farm processing model are a testament to this commitment. We provide capital, training, resources and facilities, helping to improve the health and wealth of the farmer community. By empowering farmers with the tools and knowledge they need, we ensure a sustainable future for both their livelihoods and the quality of our coffee.
Q: In what ways does Tanamera Coffee differentiate itself from other coffee chains, particularly in terms of sourcing, processing and roasting beans?
A: Unlike many chains that offer generic blends, we specialise in single-origin beans from various renowned regions of the archipelago, allowing coffee lovers to experience the unique flavour profiles of Sumatra, Bali, Java, Sulawesi and beyond. Tanamera Coffee is truly crop to cup; we are fully immersed in the day-to-day operations, and since winning the Champion International Roaster in Melbourne twice, we have focused on enhancing both the quality and quantity of specialty coffee. Additionally, our rapidly growing wholesale business supplies our specialty coffees to different industries, including hotels, restaurants and cafes.
Q: As a leader, how do you foster motivation and collaboration within your team, especially considering the demanding nature of the coffee business?
A: We do that through growth opportunities, open communication and a focus on work-life balance. Offering competitive benefits and celebrating wellbeing helps create a happy, healthy team. We encourage leaders to explore Indonesian coffee heritage, attend cupping sessions and understand our farmers’ dedication, fostering a shared purpose. Recognising individual achievements and collective efforts is also key to maintaining a motivated team.
Q: Looking ahead, what are your aspirations for Tanamera Coffee, both domestically and internationally, and how do you plan to achieve them?
A: We plan to expand our footprint across Southeast Asia, particularly in Indonesia, Singapore and Malaysia. We are also assessing other markets for potential expansion, though our immediate focus remains on strengthening our presence in these three countries. We will continue to launch new cafés in strategic locations, showcasing the diversity of Indonesian specialty coffee. For our wholesale business, we aim to grow in each country we operate and pursue export opportunities. Our journey is about sharing our passion for Indonesian specialty coffee, cup by cup.
Asia Dreams Volume 52
Tanamera Coffee
Sunset Road, Seminyak
Bali 80361, Indonesia
T: (+62) 82188885898
E: marketing@tanameracoffee.com
IG: @tanameracoffee
