MPIG-First Accelerator Framework For Geographical Indication Acceleration Of Jembrana Premium Cocoa: An Analytical Hierarchy Process Approach

Abstract

Jembrana cocoa has superior characteristics (55.95% fat content, a fruity-spicy-honey aroma, and Cacao of Excellence 2017 and Cacao of Excellence Silver Award 2023) but lacks legal protection under Geographical Indication (GI). This study aims to determine priority strategies for accelerating GI registration and sustainability of Jembrana cocoa using the Analytic Hierarchy Process (AHP). Seven experts from academia, cooperatives, local government, and exporters participated in pairwise comparisons using Saaty’s 1–9 scale. Five criteria (Product Uniqueness, Geographical Environment, Institutional, Market Competitiveness, Technical Readiness) and four alternative strategies (GI Description Document, MPIG Formation, Quality Standardization, Branding & Sustainable Downstreaming) were evaluated. Consistency ratios (CR < 0.1) confirmed the reliability of judgments. Technical Readiness and Regulation (C5) received the highest criterion weight (0.2555), followed by Institutional (0.2396) and Product Uniqueness (0.2249). At the global level, Quality and Cultivation Standardization (A3) ranked first (0.3234), followed by Branding and Sustainable Downstreaming (A4) at 0.2755, MPIG Formation (A2) at 0.2511, and GI Description Document Preparation (A1) at 0.1499. Technical readiness, particularly quality standardization, is the most critical factor for GI protection of Jembrana cocoa. Existing technical infrastructure (factory sharing, UTZ certification) should be optimized as the foundation before establishing formal MPIG institutions and conducting branding activities. This study contributes a replicable AHP-based priority framework and proposes a "MPIG-First Accelerator Framework" for GI acceleration in premium agricultural commodities for policymakers.