MARKETING OF LIVESTOCK PRODUCTS IN PANDEMI ERA

MARKETING OF LIVESTOCK PRODUCTS IN PANDEMI ERA

By: Dr. Ir. Budi Rahayu Tanama Putri, SPt, MM., IPM, ASEAN-Eng *

The pandemic situation experienced by humanity today is not the first time this has happened in the world. At least two pandemic events have been recorded, namely: 1). Black Death (1346 - 1353) and 2). Spanish Flu (1918 - 1919). Both of these pandemic conditions not only cause panic but also affect economic and social activities. Likewise with the impact caused by the Covid-19 pandemic no exception to the Indonesian nation. Stay at home policy, work from home, physical distancing and PSBB, have an impact on all life activities of the people of the nation and state; including the livestock sector. there have been disruptions in production activities, distribution of livestock origin products throughout Indonesia. Decreased purchasing power and public consumption of livestock products, such as milk, meat, eggs and their derivatives.

Of course all this has and will have an impact on productivity imbalances with the operational costs of a livestock business. In a livestock commodity (a case in a district), due to the social distancing policy has caused the market absorption and community purchasing power to decrease; where demand for broiler meat products dropped by 50% and delays in harvest time at the cage and the price of live birds dropped dramatically. As a result, farmers suffer losses. Business actors in the livestock sector are nervous because of the difficulty of marketing, including the acquisition of animal feed during the Covid-19 pandemic. It is hoped that government intervention will ensure market availability for livestock products to increase farmers' incomes. Difficulties experienced by farmers have an impact on their income or income so that many credit installments to financial institutions and banks are delayed. Changes in consumer behavior in the purchase of livestock products that previously with the offline system changed to the online system. This will also have an impact on price changes. Lack of demand for livestock products in the pandemic period as a result of many hotels and restaurants closed, has caused a turnover.

Globally, the disasters caused by the Corona virus have caused several countries in the world to make policies or regulations on limiting the entry and exit of goods and people from or to their countries. There are even countries that make lock down policies, thus making trading activities disrupted.

Domestic livestock product marketing is endeavored by smallholder farmers. Generally breeders have limitations in human resources and capital resources. Therefore they are one component that is vulnerable to impact in the Covid-19 pandemic. The inability of farmers to overcome marketing is inseparable from their habit of marketing conventional livestock products.

In the current conditions, digital-based marketing is the most appropriate thing to do. Pandemic Covid-19 has indirectly forced farmers to switch to marketing livestock products. There is no other choice that can be done except with an online system. Similarly, in marketing the results, so far farmers have partnered with companies. Farmers only focus on business operations; because the results are accommodated by the company and then brought to the consumer center. With the condition of the Covid-19 pandemic, it has caused the company to have difficulty in marketing these livestock products. As a result, it impacts on the operational business of farmers. Maybe there will be a reduction in production, or even the worst condition is closing the business. Due to changes in consumption patterns by consumers, farmers must follow this formed path. Online marketing of livestock products is more effective and efficient; especially during the Covid-19 pandemic.

With changes in consumption patterns, farmers must be responsive by following the development of technology and information. The role of the government is to provide enthusiasm and support to farmers by presenting programs and policies that can support livestock agribusiness activities from upstream to downstream. The application of technology will gradually increase productivity, labor efficiency and market expansion. The presence of millennials in marketing livestock products will provide fresh angina in the development of the livestock sector in Indonesia. They are expected to be able to bring innovations and technologies that can be applied to farmers.

The role of millennial is vital in transferring capabilities in the use and application of technology. During the Covid-19 pandemic, the participation of all parties in efforts to meet the needs of the community for livestock products