WILL SOFT-BONED MILKFISH - A TRADITIONAL FOOD PRODUCT FROM SEMARANG CITY, INDONESIA - BREAKTHROUGH THE GLOBAL MARKET ?

摘要

One of the famous traditional food products from Semarang city is softboned-milkfish (called as bandengpresto). In national level, Bandeng Presto is the trade mark of Semarang City. Bandeng presto are produced by several outlet in Semarang from smallto large in scales. The products are vary, in term of variety, quality, processing technique, packaging and prices. The small-scaler produces less in quality standard, safety, packaging, and marketing system. Nevertheless, there are several small-scalieroutlets are able to reach the international market after they promoted their product through webside or internet. The objective of the study are to develop the improved quality in production techniques, lay out designed, and the marketing strategy for bandeng presto in Semarang city to support the regional food security and food safety. The results indicated that nutritional content of bandeng presto are good in general. Raw material and processing technique influence the nutrition value of the product. Based on market survey suggests that bandeng presto is more efficiently promoted through website, especially to touch the long distance customers. In addition, improved in packaging design and in labelling (recently for exposing information on EPA andDHA of the product) will help customers to assure the quality of the product properly.