FROM LOCAL GRAINS TO GLOBAL SHELVES: A SUSTAINABLE PRODUCT INNOVATION AND MARKETING OPERATIONS STRATEGY FOR NUTSAFIR COOKIES MSME IN LOMBOK

Abstract

Nutsafir Cookies is a processed food MSME from Lombok that has been operating since 2012 and has successfully expanded into export markets through the Shopee Export Program and Shopee FLEXI. Amid sales growth reaching hundreds of percent annually through digital channels, the owner faces increasingly intense competition from similar souvenir MSMEs in Lombok. This community service article aims to formulate a sustainability-oriented product innovation and marketing operations strategy to help Nutsafir Cookies maintain its competitiveness. The approach used is descriptive qualitative research based on document analysis and a single case study, drawing on secondary data from official publications, mass media, and the partner's social media accounts, which is then triangulated with findings from prior studies on similar MSMEs in Indonesia. The analysis maps the partner's condition onto the Dynamic Capability Theory and Triple Bottom Line frameworks. The findings indicate that the product innovation strategy can be directed toward diversifying local grain-based variants and adopting more environmentally friendly packaging, while the marketing operations strategy needs to integrate production efficiency with a social sustainability narrative, namely the empowerment of local women, as a point of differentiation in the souvenir market. This pattern is consistent with findings on batik MSMEs, culinary MSMEs, and other women-led MSMEs in Indonesia that have applied similar strategies. This article is based on secondary data, so its conclusions are analytical-strategic in nature and have not been empirically tested directly at the partner's site.