Cassava, a humble Indonesian staple, is often overlooked despite its vast potential as a high-value, healthy food product. This realization inspired Maitsa Putri Shafa, a second-semester student at the Master of Business Administration, Faculty of Economics and Business, Universitas Gadjah Mada (MBA FEB UGM). Known as Shafa, she took the initiative to create Mocafine, a brand that transforms modified cassava flour (Mocaf) into a gluten-free solution that supports healthy and sustainable living—processed with modern standards and marketed to a wider audience.
Shafa’s entrepreneurial journey began with a personal concern for public health and the untapped potential of local agricultural products.
“I want to prove that local products like mocaf can compete in quality and become a mainstream choice—not just for vegans or those with gluten intolerance,” she explained.
The name Mocafine itself carries meaning: “Moca” stands for Modified Cassava Flour, while “fine” reflects a commitment to quality, service, and high standards. Managed under PT Rumah Mocafine Indonesia, the brand has grown into one of Indonesia’s pioneers in gluten-free flour innovation.
“My goal is to bring local products like this to broader markets so that everyone can benefit from healthier flour alternatives,” she added.
Initially adopting a blue ocean strategy, Mocafine targeted niche segments such as individuals with gluten intolerance and the vegan community. Over time, the brand has evolved into a healthier flour option for the general public.
“Over the past two years, we’ve expanded our market. Our vision is simple: to offer a better alternative to wheat flour—without compromising taste, function, or health,” said Shafa.
As an MBA student, Shafa attributes much of her business development to what she’s gained from the program—strategy, marketing, and the supportive ecosystem among faculty and peers.
“Studying at MBA FEB UGM has helped me shape Mocafine’s business model, identify market opportunities, and refine its positioning. The academic and entrepreneurial support gave me confidence to grow the brand further.”
Beyond selling flour, Mocafine builds a full value chain, engaging local farmers, educating consumers, and advocating for better food choices rooted in health and sustainability. With export potential on the horizon, Shafa aims to promote Indonesia’s local commodities through globally relevant, modern innovations.
What started as a simple idea amidst academic life has become a powerful example of consistency and purpose. Maitsa Putri Shafa proves that with courage, knowledge, and determination, even small ideas can grow into something truly impactful.
Reporter: Deni Bagas
Editor: Ayu Aprilia
