Optimalisasi Nilai Tambah Pertanian Jeruk melalui Pengembangan Coffee Shop dan Agrowisata di Desa Selulung, Kintamani, Bangli

Abstract

Selulung Village in the highlands of Kintamani, Bangli Regency, is one of the main producers of premium citrus in Bali, yet the income of farmers grouped in the Selulung Jagaditha Farmer and Livestock Group remains highly dependent on a single commodity and is therefore vulnerable to price fluctuations, climate change, pests, and market uncertainty. Most produce is still sold raw without further processing, so the added value received by farmers is low, even though the village possesses attractive natural landscapes, a cool climate, and the internationally recognised reputation of Kintamani coffee as capital for experience-based agrotourism. Through an international collaborative Community Service Program (PkM) between Universitas Warmadewa, Universiti Teknologi MARA (Malaysia), Universitas Airlangga, and Universitas Surabaya, this program developed a garden-based coffee shop and agrotourism model to increase agricultural added value and strengthen experience-based marketing through agrotourism storytelling. Using participatory methods with an andragogical approach (lecture, tutorial, practice, and discussion), the program produced the construction of a coffee shop in the middle of the citrus orchard, a traditional melaspas purification ceremony and official inauguration, and the production of agrotourism storytelling content in podcast form. The results indicate that the partner’s citrus orchard has been transformed from a mere production area into an educational and recreational space that provides a more stable and sustainable alternative source of income for the community.