Universitas Bung Hatta and Universitas Andalas Lecturers Strengthen Payakumbuh’s Signature Products

A team of lecturers from Universitas Bung Hatta collaborated with counterparts from Universitas Andalas to provide mentoring and marketing development training for local culinary businesses Rendang Biyan and Wosugi in Payakumbuh City from October to November 2025. The program contributes to the achievement of the Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), and SDG 17 (Partnerships for the Goals).

The initiative was led by Prof. Ratni Prima Lita of Universitas Andalas, with team members Dr. Verinita and Dr. Daimom Syukri from Universitas Andalas, as well as Reni Yuliviona, S.E., M.Si, Ph.D. from Universitas Bung Hatta.

The mentoring program was conducted under an entrepreneurship-based empowerment scheme funded by the Directorate of Research, Technology, and Community Service of Indonesia’s Ministry of Higher Education, Science, and Technology as part of the 2025 regional flagship product development initiative.

Reni Yuliviona stated that the cross-university collaboration reflects higher education institutions’ concrete contribution to strengthening local enterprises.

"This program aims to enhance the capacity and competitiveness of local rendang producers so they can adapt to modern market dynamics and expand their reach into digital marketing,” she said.

Participants received hands-on guidance in brand development, offline and online marketing strategies, social media promotion, and assistance in registering intellectual property rights (IPR) for their brands.

Through this initiative, the team hopes that Payakumbuh’s rendang entrepreneurs will not only excel in taste but also develop professional and creative marketing capabilities to ensure long-term business sustainability.