(L to R) APC’s Louise McKerchar, Golden Peanut’s Lupe DeLira and NPB’s Ryan Lepicier with U.S. Agricultural Counselor Lisa Ahramjian
In February 2026, the American Peanut Council joined a high-level USDA trade mission to Jakarta, Indonesia, to explore opportunities in one of Southeast Asia’s most dynamic markets. Representing the industry were Louise McKerchar of the American Peanut Council, Lupe De Lira of Golden Peanut and chair of the APC Export Committee, and Ryan Lepicier of the National Peanut Board and a member of the APC Export Committee.
Indonesia presents a significant opportunity for U.S. agriculture, with a population of 283 million and a large youth demographic. Sixty-five percent of the population is made up of Gen Z and millennials. The mission began with the Rasa Amerika, or American Flavors, festival, where the delegation observed strong local enthusiasm for U.S. products. Retail site visits to premium outlets such as Foodhall further confirmed steady demand for American brands, with products from Jif, Reese’s and Bob’s Red Mill maintaining a visible presence.
While the market is promising, it is also highly price sensitive. The delegation noted that U.S. raw and inshell kernels face stiff competition from lower-priced suppliers. However, significant potential exists for premium U.S. processed goods, including high-quality peanut butter, snacks and niche ingredients such as peanut flour.
A critical regulatory milestone was highlighted during the mission. By Oct. 27, 2026, Indonesia will require mandatory halal certification for all processed food products. Navigating this requirement, along with securing local distribution partners, will be essential for U.S. exporters seeking to enter or expand in the region.
By focusing on the premium processed segment, the U.S. peanut industry is well positioned to capture the hearts and palates of Indonesia’s growing middle class.