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This study was conducted in a sugar factory Kebon Agung, Malang. It adopted an interpretive research design, following a post-positivist paradigm. Informants were selected based on snowball sampling with a number of informants, inter alia, farmers and chairman of farmers group, plantation staff, company employees, and government agencies. To maintain the continuity and loyalty of sugarcane farmers to the company, the sugar factories provide various forms of facilities to farmers such as providing credit, inputs, guidance and counseling as well as technological assistance, and market guarantees of the products produced. The provision of incentives and facilities to partner sugarcane farmers is not merely to be able to help meet the needs of farmers, but rather as a binder so that the sugarcane farmers are willing to sell all of their sugar to the Sugar Factory. To create sustainability supply of sugar cane, the factory made several efforts for farmers including giving reward to the best performance, providing sympathetic service and guidance, giving priority to loyal farmers and maintaining farmers- trust.