Development strategy for the Sustainability of Liberica Coffee In Jambi Province, Sumatera, Indonesia

. Indonesia is positioned as the third producer of coffee in the world in which Liberica coffee is one of its types. Currently, Liberica coffee is beginning to be spread in Jambi province market and results in many requests from various provinces and neighboring countries. Unfortunately, the cultivation of Liberica coffee has not grown and developed sustainably. Therefore the purpose of this study is to find out what internal and external factors influence the development of sustainability of the Liberica coffee, and to analyze the strategies for the sustainability of Liberica coffee. FGD were conducted to collect important data from the key informan and the data were analyzed by using SWOT analysis. The results of research shows that the internal factors in term of weakness includes age of plants, low farmers’ knowledge, low family participation, lack of business capital, low maintenance of plants, land conversion, low motivation, weak formation of members in groups. For the internal factors in term of strength consists of intellectual rights, cooperatives, land ownership, strategic locations, farmer groups, low-caffeine. Two main factors belong to external factors which are threat and opportunities. Threat factors include weak of empowerment, land use change, tend to be in one location, and low quality while opportunities factors consist of partnerships, encouragement from researchers, microfinance, institutions, institutional supported, and demand continues to increase. The result of SWOT analysis depict that the position for the development was found on Quadrant 1 (aggressive strategies). Aggressive strategies indicate beneficial since they have opportunities and strengths.