How Cassava Is Evolving From a Commodity Crop Into a Source of Health and Opportunity

Wibowo Nugroho engaging in a brand consultation

Cassava has shaped Southeast Asia's agricultural history for centuries. It became a vital crop because of its ability to thrive in poor soils and withstand drought. In countries such as the Philippines and Indonesia, cassava served as a reliable food source during periods of scarcity before evolving into an important commodity for the food, feed, starch, and biofuel industries. Today, its resilience and versatility are giving the crop new relevance beyond food security, including meeting Asia’s growing demand for healthier and more inclusive dietary options.

Rising cases of gluten intolerance, sugar sensitivity, and broader consumer interest in wellness have fueled this shift. Reflecting this trend, the Asia-Pacific gluten-free products market is projected to reach USD 3.2 billion by 2030. Yet many of these products remain dominated by large-scale manufacturers and are often inaccessible to lower-income consumers.

In the Philippines, cassava remains both an economic and cultural staple. The industry is valued at ₱97,623 per hectare, with average yields reaching 11,834 kilograms. The Bangsamoro Autonomous Region in Muslim Mindanao accounts for the country's largest cassava-growing area at about 100,000 hectares, producing 218.99 thousand metric tons annually. Cassava is also deeply embedded in Filipino cuisine through dishes such as cassava cake, pichi-pichi, and ginataang cassava. Despite this significance, the Department of Trade and Industry continues to classify cassava as a marginal commodity under its Revealed Comparative Advantage matrix, prompting calls from the National Academy of Science and Technology for stronger industry support. 

Like the Philippines, Indonesia has seen cassava evolve beyond its role as a survival food. In Siak, Riau, this transformation is embodied by Telarasa, which has turned the crop into a platform for nutrition, innovation, and community-based enterprise.

From Food Anxiety and a Child's Needs to the Birth of Telarasa

For Wibowo Nugroho (33), founder of Telarasa, the business began not with commercial ambition but with a personal story. His child's sensitivities to gluten and sugar limit available food options. He soon discovered that many families in Siak faced similar concerns, including parents of children with ADHD and other conditions requiring carefully controlled diets.

“Initially, this was truly for our own family. Our child needed safe food, and it turned out many parents nearby shared the same anxiety,” said Wibowo.

At the same time, he noticed an untapped local resource. Many households in Siak grow cassava on 10-20 sqm plots of land, with around 90% of production considered pesticide-free. Yet without a reliable market, much of the harvest went unused and stopped at the garden gate. 

“The cassava was planted, but eventually left in the garden. Residents were confused about where to sell it,” he said.

What began as experiments in a home kitchen evolved into value-added cassava products. In small-scale research in a home kitchen, cassava was processed into nuggets and later into modified cassava flour (Mocaf) as a wheat substitute. This flour became the foundation for various Telarasa products, including Lekit Lomek, a high-protein snack made from Bombay Duckfish, or locally known as Lomek (Harpodon nehereus), which is abundant in the Indo-West Pacific. 

Telarasa’s approach has benefited local fishermen by increasing demand for lomek fish, which initially had low market demand due to their high water content. By processing it into mocaf-based lekit lomek, the fish gains new market value and becomes part of a healthy food solution. Apart from the Lekit Lomek. Telarasa innovation also helps other entrepreneurs in Siak, as it can serve as a base for healthier snacks, such as low-sugar, palm sugar-based cookies. 

“Cassava is absorbed directly from nearby farmers according to production capacity. Currently, Telarasa processes about 30 to 60 kilograms of cassava per production cycle, at least four times a month, or about 240 kilograms per month. Production is done gradually to match market absorption without overtaxing the farmers,” he added.

Skelas Incubation, Business Refinement, and Strengthening the Production Chain

Telarasa entered a new stage of development after joining the Skelas incubation program through the Siak Sustainable Business Incubation (KUBISA) and the Siak Innovation Challenge. Over six months, the enterprise received mentoring in product development, production efficiency, food safety, packaging, marketing, and financial management, while also gaining access to business-matching opportunities, training, and potential funding.

“In incubation, we see many local businesses with great potential, but they often stumble during the process. That is where we step in, helping to refine things from upstream to downstream,” explained Cerli, a representative from Skelas.

The program also helped Telarasa strengthen its sustainability practices by adopting a zero-waste approach: cassava peels and cores are composted; leaves are sold, consumed, or used as animal feed; stems are replanted; and flour residue is repurposed as chicken feed. They also expanded their network of partner kitchens and communities, including Dapur Mempura, which uses Telarasaa’s mocaf flour.

“We learned that building a food business is not just about taste, but also consistency, quality, and trust,” Wibowo said. 

Local Economic Impact and Restorative Economy Practice

Telarasa currently modifies around 200 to 250 kilograms of cassava each month into cassava flour (mocaf). Its flagship product, lekit lomek, is produced in batches and typically sells out within three to four days. The growth has translated into higher earnings, with monthly income rising from less than 1 million IDR to around 1.5 to 2 million IDR (around 3,500 to 7,000 PHP) over the past two months.

“A business like this proves that economic recovery can go hand-in-hand with environmental restoration and the strengthening of local communities,” Cerli said. 

The benefits extend beyond the enterprise itself, providing a steady market for cassava farmers and lomek fishers, while production waste is repurposed into compost and animal feed.

Wibowo views the business as a long-term effort to strengthen local livelihoods. “Our hope is simple. This business can grow, absorb more cassava and local seafood, create jobs, and remain committed to health and the environment. If those things can walk together, it means we are on the right track,” he said. 

More than a food business, Telarasa illustrates how local commodities, community livelihoods, and sustainable practices can be connected into a value chain that benefits both people and the environment.