The Indonesian Pavilion at the Canadian Health Food Association’s Natural Organic Wellness exhibition showcased a burgeoning sector, representing a calculated move to capitalize on escalating global demand for organic products and leveraging the benefits of the Indonesia-Canada Comprehensive Economic Partnership Agreement. This demonstration of Indonesian agricultural prowess highlights a burgeoning trade dynamic with significant implications for supply chains and international food security.
The scene at the Vancouver Convention Centre during the February 21-22, 2026, CHFA NOW exhibition offered a microcosm of a larger geopolitical shift. Hundreds of North American distributors and retail buyers gravitated towards the eight Indonesian companies presenting a diverse range of products – from premium teas and specialty coffee to innovative food items like tempeh chips and organic coconut sugar – a testament to Indonesia’s expanding organic sector. This represents a critical step in diversifying Indonesia’s export portfolio beyond traditional commodities and positioning itself as a key player in the burgeoning global organic market. Data from the Indonesian Trade Promotion Center (ITPC) Vancouver estimates potential trade transactions exceeding USD 4.5 million, building upon a 2025 trade volume of USD 4.36 billion – a 22 percent increase compared to 2024.
Historical Context: A Foundation in Organic Agriculture
Indonesia’s commitment to organic agriculture has its roots in a growing awareness of sustainable practices and a desire to capitalize on the increasing global demand for certified organic goods. While large-scale industrial agriculture remains prevalent, there’s a concerted effort within the Indonesian government, supported by international organizations, to promote organic farming techniques, particularly in Java and Sumatra, regions known for their rich biodiversity. The implementation of the Indonesia–Canada Comprehensive Economic Partnership Agreement (ICA-CEPA), finalized in 2023, serves as a key enabler, reducing trade barriers and facilitating market access for Indonesian organic products. Prior to ICA-CEPA, Indonesian organic exports to Canada faced significant tariff hurdles, limiting growth potential.
Stakeholder Dynamics & Motivations
Several key players are driving this trade expansion. The Indonesian government, through the ITPC Vancouver and the Consulate General of the Republic of Indonesia, is actively promoting Indonesian organic products internationally. Companies like Exotique Foods and PT IndoWooyang are investing in organic certification processes and supply chain development to meet stringent international standards. Canadian distributors are motivated by the growing consumer preference for healthy, sustainable food options, a trend fueled by increased awareness of environmental issues and health concerns. According to Silvi Mustikawati, Head of ITPC Vancouver, “CHFA presents a golden opportunity to position Indonesian products as a promising choice in Canada’s competitive market…”. This strategic positioning is further supported by data from the Global Organic Trade Report which predicts a Compound Annual Growth Rate (CAGR) of 7.8 percent for Indonesia’s organic product market between 2023 and 2028, projecting a market value of USD 1.6778 billion by that year. “Indonesia offers food and beverage products that prioritize consumer health through carefully selected organic ingredients,” Mustikawati continued.
Recent Developments & Trends
Over the past six months, the Indonesian Pavilion's presence at trade shows like CHFA NOW has become increasingly sophisticated, incorporating digital marketing strategies and direct engagement with potential buyers. The shift in export volumes, with a 17.68 percent increase in 2025 from USD 1.44 billion to USD 1.69 billion, indicates a maturing market. Furthermore, Indonesia’s commitment to organic certification aligns with key international standards, notably the USDA Organic certification, bolstering buyer confidence. A significant factor is the expanding recognition of Indonesian specialty coffee and tea, driven by consumer demand for unique flavor profiles and sustainable sourcing practices.
Future Impact & Outlook
Short-term, we can expect to see continued growth in Indonesian organic product exports to Canada, driven by existing trade agreements and the momentum generated at events like CHFA NOW. However, sustained growth will depend on Indonesia’s ability to maintain organic certification standards, expand its supply chain capacity, and adapt to evolving consumer preferences. Long-term, Indonesia’s organic sector has the potential to become a globally significant force, contributing to a more sustainable and resilient food system. “Indonesia’s participation in CHFA NOW is not only to showcase the diversity of Indonesia’s natural products, but also to highlight the uniqueness and authenticity of products that are not only natural, but also sourced from organic ingredients and have obtained relevant certifications,” said Consul General Nina Kurnia Widhi. This strategic focus, coupled with continued investment in research and development, will be crucial for long-term success.
“The market value is expected to reach USD 1.6778 billion by 2028,” according to the Global Organic Trade report. This projected growth presents strategic opportunities to further strengthen Indonesia’s position and increase exports of organic products to international markets, particularly to countries with growing consumer preference for high-quality organic products.
Call to Reflection
The Indonesian Pavilion’s success at CHFA NOW underscores the strategic importance of diversifying export markets and leveraging trade agreements to drive economic growth. It raises critical questions about the long-term sustainability of global supply chains and the role of organic agriculture in mitigating climate change and promoting food security. How can other nations emulate Indonesia’s approach to organic sector development, and what role will international collaborations play in ensuring a truly sustainable global food system?