UFF20 Presented by ABC Local Heroes Series: Ayu Sudana

Under the theme of **Heroes**, the Ubud Food Festival 2020 Presented by ABC highlighted the figures behind Indonesia’s culinary scene who play an important role in nurturing the country’s gastronomy. “For our sixth year, we want to recognize and celebrate the people behind extraordinary flavors and the evolving stories of Indonesia’s culinary landscape,” said our Founder & Director Janet DeNeefe. For the third installment of our Local Heroes series, we spoke with **Ayu Sudana**, Managing Partner of Bali Beans in Badung, Bali.

Ayu Sudana began learning to plant, cultivate, and process coffee at the age of five by helping her parents grow and harvest coffee cherries on their family-owned plantation in Kintamani, Bali. “For many years, we relied on middlemen to buy our coffee after harvest, who always purchased when prices were low,” said Ayu. She further explained that prices are determined by the amount of coffee available on the market, which often led middlemen to hoard supplies and avoid buying from farmers when prices were high.

“Middlemen essentially manipulate the market in a way that forces many farmers to stop producing coffee because they can no longer guarantee an income to support their families, creating a huge disconnect between farmers and the global market,” continued Ayu. Her family then established the **Bali Beans** brand in 2015 with the motto **From Crop to Cup**. Their vision was to eliminate middlemen to benefit both farmers and consumers through direct trade while still providing the highest-quality coffee at competitive prices.

Ayu’s passion for planting, cultivating, and processing coffee stems from her parents, **Nyoman Sudana** and **Wayan Sari**. She is grateful that her parents passed down their dedication and wisdom for growing coffee with the best flavors in the most natural, eco-friendly way—without any chemicals or fertilizers—which aligns with the Balinese philosophy of **Tri Hita Karana**.

“They have taught me and other farmers to shift from producing commodity coffee to producing higher-quality, more sustainable specialty coffee. This involves less intensive farming practices, which are better for the environment, healthier for the farmers, and beneficial for the wider community,” Ayu explained. By growing, processing, and roasting their own beans, they maintain control over every step of the coffee journey, while connecting directly with other farmers and consumers.

Over time, Ayu’s parents began trusting her with day-to-day plantation oversight, and she became increasingly active in promoting Indonesian coffee and supporting local farmers. She believes Indonesia’s culinary industry has enormous potential because the climate allows Indonesians to produce any type of food and beverage imaginable without importing ingredients. She explains that Indonesia still imports products whose raw materials actually come from the country. “We need to focus on supporting local producers so they can create finished products and reduce import dependence. This will help local brands grow and positively impact Indonesia’s economy,” said Ayu.

With Bali Beans, she is showing the world that buying Indonesian products doesn’t mean compromising on quality. At the same time, Bali Beans creates jobs and sustainable income for local farming communities. “Our main challenge is educating potential consumers about the quality of locally produced goods versus imported products they are used to. They not only gain health benefits, but by purchasing these products, they support the local community, which ultimately has a positive impact on our national economy,” Ayu explained.

Ayu believes Indonesia has enormous potential to develop its culinary industry, with coffee playing a major role. “We must eat and drink wisely by considering how food is produced and where it comes from, ensuring we support the people behind it without sacrificing quality or taste. In Indonesia, we have the ability to buy top-quality local products that give back to our environment and communities,” she said.