Universitas Pertamina regularly organises LIGHT UP, an annual community engagement programme designed to involve university students in community empowerment activities through the application of academic knowledge and practical skills. The programme provides opportunities for students and local communities to collaborate in identifying challenges, exchanging knowledge, and developing practical solutions tailored to local needs and resources. One of its areas of focus is supporting local businesses and food producers through training, mentoring, and opportunities to connect and expand market networks.

As part of LIGHT UP 2025, Universitas Pertamina implemented a community empowerment project in Barengkok Village, Jasinga District, Bogor Regency, West Java, from 20 July to 20 August 2025. Through the project, “Community Economic Empowerment through Cassava Product Diversification and Simple Digital Marketing”, Universitas Pertamina students organised free knowledge-sharing and practical training activities for local fermented cassava (tape) producers and food-related micro, small, and medium enterprises (MSMEs/UMKM). The initiative responded to the village’s underutilised cassava production potential, particularly challenges related to limited product diversification and market access. The programme therefore aimed to connect local food producers with Universitas Pertamina students through collaborative learning activities focused on product development and marketing.
The programme began with a digital marketing knowledge-sharing session attended by 8 local MSME operators, particularly fermented cassava producers. During the session, Universitas Pertamina students introduced participants to online marketing strategies, product promotion, and the use of accessible digital platforms to reach potential customers. The activity also created opportunities for students and local food producers to discuss marketing challenges and exchange practical knowledge. As a follow-up, the student team facilitated the establishment of a group-chat-based (by WhatsApp) buying and selling group involving local MSMEs and village officials, who served as facilitators. The knowledge-sharing session also served as a platform for dialogue between local food producers and Universitas Pertamina students, allowing participants to discuss marketing challenges, exchange practical knowledge, and explore opportunities to reach customers. Following the session, the student team facilitated a WhatsApp-based buying and selling group involving local MSMEs and village officials, creating an additional communication channel between food producers and relevant local stakeholders.
In addition to digital marketing knowledge sharing, Universitas Pertamina organised hands-on cassava product diversification training involving three local fermented cassava producers who also cultivated their own cassava. The participating producers included Mr. Sapta, who developed cassava chips; Mr. Roji, who developed cassava balls; and Mr. Soleh, who developed tela-tela (a traditional seasoned fried cassava snack). The training was conducted collaboratively, with producers contributing locally grown cassava as raw materials while Universitas Pertamina students assisted with processing techniques, recipe experimentation, and product evaluation. The activities included two rounds of product trials before the products were introduced to the market, allowing participants to exchange practical knowledge and develop value-added food products using local agricultural resources.

The outcomes of the training were subsequently introduced through a local food bazaar held during Indonesia’s 80th Independence Day celebrations in August 2025. The event provided opportunities for the three participating producers to market their newly developed cassava products, interact with consumers, and gain practical experience in introducing new products to the local market. According to the programme report, the bazaar generated IDR 780,000 in profit, which was distributed among the three participating producers. To support continued application of the knowledge and skills gained, Universitas Pertamina students also provided digital marketing materials, practical cassava processing modules, and cooking equipment suited to each producer’s needs.