Su Chin Hock’s entrepreneurial journey in Malaysia shines brightly among the success stories of many. As the founder of Perfect Food Industry (PFI) and the Julie’s brand, he transitioned from an accountant to a leader in the biscuit industry. With resilience and excellent business strategy, he turned Julie’s into a global brand. This article delves into how Su Chin Hock overcame challenges, upheld quality, drove international growth, and embraced digital transformation to meet future challenges.
From Accounting to Entrepreneurship
Su Chin Hock started his entrepreneurial journey in 1981 by founding Perfect Food Industry (PFI) in Malacca. To create an international brand, he named the company Julie’s, a name that was memorable and signified global potential in the biscuit market.
Establishing Brand Identity
The trademark for Julie’s depicts a blonde girl with a cheerful expression, representing the brand’s positive outlook and enthusiasm for life. This design enhances recognition and friendliness.
Facing the Greatest Crisis
In October 2008, Julie’s encountered a major crisis when three Chinese factories used contaminated food additives, leading to recalls and significant losses of 14 million MYR. Despite the situation, Su Chin Hock remained resolute and did not let the crisis define the company’s future.
Strict Quality Control and Restoring Trust
To regain the trust of retailers and consumers, Su Chin Hock took strict measures, enhancing hygiene and quality checks during production. Between 2010 and 2012, he invited the public to tour the factory and witness the changes firsthand. These actions helped Julie’s rebuild market confidence, leading to a sales figure of 280 million ringgit in 2014.
Upholding Quality and Global Partnerships
Founded in 1985, Julie’s has maintained its commitment to premium ingredients without opting for cheaper alternatives. In 2014, Hershey’s chose Julie’s as its first international partner to introduce co-branded cookies, distributed in ASEAN, Taiwan, and Mongolia. This collaboration significantly enhanced the brand’s value and broadened its global influence.
Digital Transformation and Global Expansion
Adapting to the digital shift in the market, Julie’s has kept pace with innovation. After 35 years, the company revamped its brand identity and ventured into the digital space, seeking to spread the Julie’s name to additional countries. Currently, Julie’s products are featured in over 18,000 outlets in Malaysia and sold in more than 80 countries globally.
With dedication and creativity, Su Chin Hock grew Julie’s from a modest workshop into a renowned global biscuit brand. His story serves as a powerful example of entrepreneurial success and motivates anyone pursuing their dreams.
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