The Department of Agricultural Socio-Economics, Faculty of Agriculture, Universitas Gadjah Mada, through the Agricultural Economics and Agribusiness Study Program, successfully organized a guest lecture on Thursday, April 2, 2026. This activity was part of the Entrepreneurship course, aimed at enriching students’ insights into business opportunities and challenges, particularly in the agricultural sector.
Carrying the theme “Farming is Cool: Building Personal Branding & Modern Agricultural Business”, the event was held at the MMA Auditorium, Building A10, Faculty of Agriculture UGM, from 11:00 to 12:50 WIB. The session featured Jamaludin Nur Ridho, a young entrepreneur and the Owner and Founder of Jamal Farming Cendawan Jamur Jogja.
In his presentation, Jamaludin shared his journey in establishing a mushroom cultivation business, including the challenges and obstacles he encountered during the early stages of development. He emphasized that success in agribusiness is not solely determined by technical production skills but also by the ability to build strong personal branding. According to him, personal branding goes beyond appearance—it reflects how individuals shape perceptions, build trust, and establish a credible identity in the eyes of the public.
Furthermore, students were encouraged to understand the importance of adapting to technological advancements and market trends in developing modern agricultural businesses. Jamaludin highlighted how digital marketing strategies and storytelling can play a crucial role in expanding market reach and enhancing the added value of agricultural products.
The session was conducted interactively, featuring an engaging discussion where students actively raised questions about starting a business, managing risks, and building professional networks in agribusiness. This discussion not only broadened students’ perspectives but also provided a clearer picture of career prospects and entrepreneurial opportunities in the increasingly dynamic agricultural sector.
This guest lecture also contributes to the achievement of the Sustainable Development Goals (SDGs), particularly SDG 2: Zero Hunger by strengthening the capacity of young generations to develop productive and sustainable agricultural systems, SDG 4: Quality Education through experiential learning from industry practitioners, and SDG 8: Decent work and economic growth by fostering entrepreneurial spirit among students.
Author: Natasya Putri Alifia, S.P.
Admin of the Website for the Department of Agricultural Socio-Economics, Faculty of Agriculture, UGM