Penguatan Kapasitas UMKM Pangan Lokal melalui Pelatihan Branding, Labeling, dan Packaging di Kecamatan Banjarsari, Jawa Barat

Abstract

This community service activity aims to strengthen the capacity of local food Micro, Small, and Medium Enterprises (MSMEs) in developing marketing strategies through training in branding, labeling, and packaging. The program seeks to enhance product value, competitiveness, and market reach. The implementation consists of four main stages: (1) preparation, which involves identifying the needs and challenges faced by MSME actors through interviews and observations; (2) implementation, in the form of interactive training and hands-on practice on brand identity creation, label design according to regulatory standards, and the development of attractive yet economical packaging; (3) evaluation, carried out through pre-test and post-test assessments to measure participants’ improvement in knowledge and skills; and (4) mentoring, which focuses on assisting participants in applying the training outcomes to their real products. The results indicate a significant improvement in participants’ understanding and skills regarding brand image development, informative labeling, and functional as well as aesthetic packaging design. Most participants successfully created new brand, label, and packaging designs that better reflect their product characteristics and target markets. Overall, this activity contributes to enhancing the competitiveness of local food MSMEs by strengthening their marketing capacity and developing more professional product identities.