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

Abstract

One of the famous traditional food products from Semarang city is softboned-milkfish (called as bandeng
presto). In national level, Bandeng Presto is the trade mark of Semarang City. Bandeng presto are produced
by several outlet in Semarang from small to 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-scaller outlets are able to
reach the international market after they promoted their product through webside or internet. The objectives
of the study were 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 and can be considered as
good nutritional resource for human. 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 and DHA of the product) will help customers to assure
the quality of the product properly.