<![CDATA[Pelung chicken and coffee are commodities with economic and cultural value in Cianjur Regency. However, business actors in Cipetir Village, Cibeber District, still market their products through direct sales and word-of-mouth promotion, lack brand identity and business documentation, and have not used online media for promotion. This article describes the program's initiation stage to strengthen literacy and digital marketing practices for micro, small, and medium enterprises in coffee and pelung chicken, in collaboration with the Makmur Farmers Group as a partner. This activity uses a participatory, asset-based approach through coordination, field visits, observations, interviews, photo and video documentation, and processing interview results into product narratives. The results of the initial stage include an agreement on using data and documentation archives as materials for website products, an inventory of group profiles and marketing challenges, narrative materials prepared for translation, and videos and news of activities published in the mass media. The discussion shows that this stage has prepared materials for the practical aspect, namely content materials and the basis for website creation. In contrast, the literacy aspect is limited to mapping needs. The specific contribution also lies in processing local knowledge into marketing content rooted in cultural identity. However, the content is still in the team's preparation stage, and its impact on partners' capacity cannot yet be measured. The research found that the initiation stage has built the foundation for partnerships and digital content materials. In contrast, the next stage needs to transfer digital marketing practices to partners and village youth through digital narrative training, product photography workshops, and community website management, accompanied by initial and final measurements. Keywords: community empowerment; digital literacy; digital marketing; pelung chicken; smallholder coffee]]>
