G4AW: NSO: SpiceUp is the implementation of a financially sustainable information service that supports 100,000 pepper farmers to increase their production, income, food security and reduces the inputs of water, fertilizer and pesticides. The information service which will be provided contains the following: 1. Drought/Irrigation advice: Indicator for farmers on moisture level in soil and expected rainfall.

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Target group

100,000 pepper farmers in Bangka-Belitung (40,000), Lampung (50,000), West and East Kalimantan (10,000). In addition, a total of 1,000 users/stakeholders like farmer groups, pepper collectors, pepper exporters, NGOs and governments will be reached.


The service will eventually be owned and hosted by the company Verstegen with support from the public-private Dutch and Indonesian partners. The services can easily be extended to other countries, which is the ambition of Verstegen.

Goals overview

The business proposition contains 3 business models; loyalty model, inclusive model and direct revenue model.

• Loyalty model: Farmers who sell pepper to Verstegen through PT CAN and other suppliers will be able to get SpiceUp services as part of this “loyalty”.

• Inclusive model: Under the Inclusive Business Model, farmers who purchase farm inputs like fertilizers or pesticides from dealers or farm inputs from Verstegen partners, PT CAN, PT Meroke Tetap Jaya (Indonesia) and Horti Supplies International (The Netherlands), their dealers and retailers will be able to receive SpiceUp services as a “bonus” for purchasing their products.

• Direct Revenue model: Under the Direct Revenue Model, farmers who did not buy inputs from Verstegen’s partners or those who do not yet supply pepper to the company, have to buy and pay for the services themselves. B2B clients like pepper collectors and MFIs, NGOs and government agencies, who need to acquire the services or get access to the web portal on behalf of their target clients or constituents, will also have to purchase SpiceUp directly from Verstegen
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