Strengthening branding, market access, and "Foster Parent" partnerships are key strategies for ensuring the self-reliance of community groups as the GEF-6 CFI Indonesia project nears its conclusion

The success of a community empowerment programme is measured not only by the number of training activities conducted, but also by the extent to which communities are able to continue their businesses independently after programme support ends. This principle underpinned the Capacity Building Facilitation for Small-Scale Fisheries Business Operators (Branding) and Adoption of EAFM Principles in Fisheries Businesses (Partnerships with Prospective Foster Parent) conducted by GEF-6 CFI Indonesia in Ambon, Maluku, from 27 September to 1 October 2026.

To promote sustainable fisheries, the Capacity Building Facilitation for Small-Scale Fisheries Business Operators activity was officially launched. Through training on branding, the application of EAFM principles, and Partnerships with Prospective Foster Parents, the programme aims to strengthen the competitiveness of local products while supporting fisher well-being and marine sustainability.

The activity, attended by approximately 30 participants from GEF-6 CFI Indonesia-supported community groups in several areas, including Ambon City, Tual City, Buru Regency, East Seram, Kaimana, Konawe, and PPN Ambon, formed part of the strategy to strengthen business sustainability while preparing the project’s exit strategy.

A number of stakeholders were involved in the series of activities, including AUP Jakarta, the Faculty of Fisheries and Marine Sciences of Pattimura University, Bank Maluku Malut, BNI, PT Maluku Prima Makmur, BSPJI Ambon, and the GEF-6 CFI Indonesia PMU.

Through the activity, groups were encouraged not only to improve their products, but also to build business identities, expand market access, strengthen digital marketing capacity, and explore partnerships with prospective Foster Parent from the banking sector, businesses, universities, and other institutions.

Dr. Friesland Tuapetel, S.Pi., M.Si., presents materials on resource management, responsible fishing, and improving the quality of catches to support the Quota-Based Fisheries (PIT) policy. These efforts are key to safeguarding marine sustainability while improving fisher well-being.

Branding: Turning Products into Identities

One of the focuses of the activity was to strengthen the groups’ capacity to develop product branding. A total of seven selected products received assistance in developing product identity, packaging, promotional materials, and digital content.

CFI Indonesia Knowledge Management & Monitoring Evaluation Specialist Ahadar Tuhuteru presents strategies for creating strong identities for fishery products. Effective branding can help local fishery products generate greater value and compete in wider markets.

Participants also received practical training in digital and marketplace marketing, including an introduction to managing a store on Shopee, enabling community products to move beyond local markets and reach a wider range of consumers.

“Branding is not just about creating a good logo or attractive packaging. It is about making people recognize our products, remember them, trust them, and ultimately choose to buy them,” said Ahadar Tuhuteru, Knowledge Management and MNE Specialist at the GEF-6 CFI Indonesia PMU.

He noted that strengthening branding is important because community groups already have products, production experience, and stories that constitute valuable social capital. The challenge is to translate these assets into stronger economic value and market competitiveness.

Bank Negara Indonesia (BNI) Maluku representative Jeremiah Neg. Marthinus presents the role of partnerships and corporate social responsibility (CSR) programmes in supporting local MSMEs. Through mentoring, capacity strengthening, and expanded market access, BNI is committed to becoming a strategic partner in developing sustainable fisheries businesses.

From Assistance to Partnership

The Foster Parent approach is intended to establish productive and sustainable relationships. Partnerships are not viewed simply as a form of assistance, but as a platform for collaboration to strengthen institutions, improve product quality, expand market access and networks, and develop businesses.

Discussion on the follow-up plan for the Foster Parent arrangement with BNI Maluku and South Sulawesi Region 2 Regional Office 07.

One concrete development was the discussion of a potential partnership between BNI and GEF-6 CFI Indonesia-supported groups. Dennis Anderson Letlora, Government & Institutional Business Solutions at BNI Maluku and South Sulawesi Region 2 Regional Office 07, expressed his willingness to explore a role as a Foster Parent for the supported community groups. The next step is to finalize the form of cooperation and activities to be jointly developed, including a planned BNI visit to Negeri Laha and the Mahina Laha group.

Partnership opportunities were also explored with Bank Maluku Malut. Bank Maluku Malut representative Abdullah Marasabessy expressed appreciation for efforts to strengthen community capacity and identified opportunities for cooperation with micro and small businesses in the fisheries sector. Communication with subnational governments and relevant stakeholders will be important in following up on these opportunities.

This approach is also encouraging a shift in the groups’ mindset.

“We need to change our way of thinking from ‘we need assistance’ to ‘we have products, potential, stories, and the determination to grow together with our partners’. We want the groups to eventually stop asking, ‘Who will help us?’ and instead be able to say, ‘We are ready to be partners,’” said Ahadar.

Products Begin Reaching Markets

The results of this capacity strengthening can be seen in the groups’ various experiences in developing products and entering markets. Several groups have produced and marketed processed fishery products, including crispy anchovies, fish crackers, and other processed fishery products. Some have even entered supermarket networks or been marketed through online channels.

Participants from GEF-6 CFI Indonesia-supported groups receive hands-on assistance in setting up Shopee store accounts. This digitalization effort aims to expand access to online markets and strengthen the economic self-reliance of small-scale fisheries business operators.

In Negeri Laha, Ambon City, the Mahina Laha group has also developed eco-print products as part of business diversification based on local community potential. Since 2024, the group has produced 1,624 pieces of fabric and various derivative eco-print products through skills development and training conducted in several locations.

Meanwhile, Poklahsar Sid Sarmav Sneck Ohoidertavun in Southeast Maluku Regency has signed a cooperation agreement to support the provision of processed fish-based menus under the Free Nutritious Meals (MBG) programme. This partnership is an example of how community capacity strengthening can be directed towards opening access to larger institutional markets.

Group leader Zulfa Hayer said that in the coming weeks, the group plans to begin supplying various processed fish products to several MBG kitchens in Southeast Maluku Regency, in response to demand from the Southeast Maluku SPPG. The plan presents an important opportunity to expand the group’s market, increase production capacity, and ensure a sustainable supply of processed fish products.

EAFM as a Foundation for Business Sustainability

The development of community businesses under this activity is grounded in the principles of Ecosystem Approach to Fisheries Management (EAFM). For small-scale fisheries businesses, the sustainability of fishery resources s an integral part of business sustainability.

This means that increasing community incomes needs to go hand in hand with responsible resource use, institutional strengthening, social considerations, and business management that takes environmental sustainability into account.

Safeguard & Gender Specialist at the GEF-6 CFI Indonesia PMU Faridatun Amalia emphasized that sustainability is central to the entire empowerment process.

“The capacities that have been built need to be translated into stronger institutions, growing businesses, broader market access, and a more meaningful role for women in business management. In this way, empowerment does not end with training, but can continue to develop into greater self-reliance for the groups,” she said.

Exit Strategy: Preparing Groups for Life After the Project

As the GEF-6 CFI Indonesia project approaches completion, strengthening branding and partnerships has become an important part of the exit strategy. The aim is not to sever ties with with the groups once the project ends, but to ensure that they have the capacity, networks, market access, and confidence needed to continue their businesses.

“An exit strategy does not mean severing ties when a project ends. It means ensuring that groups have the capacity, confidence, networks, and access they need to continue moving forward without having to depend on the project,” Ahadar emphasized.

Accordingly, partnerships with BNI, Bank Maluku Malut, businesses, universities, subnational governments, and other prospective partners will continue to focus on concrete and measurable forms of cooperation.

For GEF-6 CFI Indonesia, the ultimate measure of success is not simply whether groups are able to produce better products. Success means that their products have strong identities, gain market trust, generate economic value, and when the groups themselves have the capacity to develop their businesses independently.

“Do not wait for the next project to start moving again. Use what we already have today to create new opportunities starting tomorrow. The programme may end. Support may come to an end. But the drive to grow and become self-reliant must continue,” Ahadar concluded.

From coastal products to the market, from assistance to partnership, and from supported groups to self-reliant groups—this is the direction being pursued through stronger branding, the application of EAFM principles, and Foster Parent arrangements. The end of a project should therefore not mark the end of the community’s journey, but rather the beginning of a new phase of more independent and sustainable business growth.