The digital transformation carried out by PT Pupuk Indonesia (Persero) to maintain national food security has received recognition in the form of four awards at the “BUMN Branding & Marketing Award 2025” in Jakarta on Wednesday (December 3, 2025).

Some of the awards received by Pupuk Indonesia at the BUMN Branding & Marketing Award 2025, organized by BUMN Track, include Best Chief Marketing Officer (CMO) Branding & Marketing; Platinum for Global Branding & Marketing “Impact on Indonesia”; Platinum for Best Transformation Brand & Marketing in the Digital Era; and Gold for Global Branding & Marketing Strategy.

Representing Pupuk Indonesia’s President Director Rahmad Pribadi, Senior Vice President (SVP) of Marketing Strategy, Junianto Simaremare, stated that Pupuk Indonesia is implementing digital transformation across all lines of the company’s business. This not only makes processes more effective and efficient but also adds value, particularly in maintaining national food security.

“Pupuk Indonesia continues to innovate to ensure the availability of quality fertilizers for farmers throughout Indonesia. Through the adoption of digital technology and artificial intelligence, Pupuk Indonesia provides more modern, efficient, and sustainable agricultural solutions to support farmers’ welfare,” Junianto said.

Pupuk Indonesia’s digital transformation spans from upstream to downstream operations—from procurement activities with suppliers to raw material planning, production, maintenance, and material management. The transformation is also applied in ports and warehouses, Distribution Business Actors (PUD), all the way to the retail level.

Furthermore, he explained that Pupuk Indonesia, together with the Ministry of Agriculture, developed the iPubers application to ensure the smooth and accurate distribution of subsidized fertilizers according to allocation. Its presence is a crucial breakthrough in strengthening the accountability of distribution management while improving services for farmers.

This system was created out of the need for more modern and transparent monitoring so that fertilizer distribution no longer relies on manual record-keeping. With iPubers, fraudulent practices or the circulation of subsidized fertilizers outside designated targets can be minimized.

iPubers is integrated with the Ministry of Agriculture’s e-Allocation database and Pupuk Indonesia Group’s stock data in real time. Since going live in January 2024, it has completed 44 million transactions, averaging 2.5 million transactions per month.

In addition, Pupuk Indonesia has a Distribution Command Center to monitor product distribution accurately and in real time. With the Distribution Command Center, product deliveries are more efficient, timely, and enhance customer satisfaction.

Interestingly, the Distribution Command Center also has optimization and simulation systems to support decision-making in inventory management. It also features AI-based distribution mode selection and data analytics.

At the farmer level, Pupuk Indonesia has iFarms, a digital platform for farmer and land data collection, fertilization recommendations, and integration of off-farm services. Pupuk Indonesia also offers Petro Spring, a drone-based fertilization application technology to support smart farming.

“The digital transformation implemented by Pupuk Indonesia provides many benefits, not only for the company but also for stakeholders and agriculture in Indonesia. In operations and logistics, digital transformation achieves supply chain excellence; in services, it provides various support for farmers. Furthermore, technology optimization can create sustainable economic value, and there are many other benefits,” Junianto said.

Junianto added that, in addition to Pupuk Indonesia, Petrokimia Gresik, a member of the holding, also received several awards at this event. Petrokimia Gresik won Gold for Global Branding and Marketing Strategy and Platinum for Impact on Indonesia.

“Hopefully, these awards can serve as motivation and encouragement to maintain and improve the performance of the Pupuk Indonesia Group,” Junianto concluded.