In Malaysia, many entrepreneurial stories shine like stars, but Su Chin Hock’s journey stands out as one of the brightest. As the founder of Perfect Food Industry (PFI) and the Julie’s brand, he transformed from an accountant to a leader in the biscuit industry. With unwavering belief and exceptional business acumen, he overcame numerous challenges to build Julie’s into a globally recognized brand. This article will explore Su Chin Hock’s entrepreneurial journey, showcasing his rise amidst adversity, commitment to quality, and efforts in digital transformation for future growth.
From Accountant to Entrepreneur
Su Chin Hock, originally an accountant, always dreamed of entrepreneurship. In 1981, he founded Perfect Food Industry (PFI) in Malacca and began his biscuit business. To give the brand an international appeal, he chose the name Julie’s, which was easy to remember and conveyed a global presence.
Building a Brand Image
Julie’s logo features a blonde girl with a smile, symbolizing the brand’s optimism and passion for life. This image strengthens the brand’s identity and approachability.
Confronting the Ultimate Challenge
In October 2008, Julie’s faced an unprecedented crisis when three of its factories in China were found using contaminated food leavening agents. This led to the recall and destruction of large amounts of stock, causing a loss of customer trust and a withdrawal of orders, resulting in a loss of approximately 14 million ringgit. However, Su Chin Hock did not let this crisis defeat him.
Rigorous Quality Control and Rebuilding Trust
Su Chin Hock implemented stringent measures to restore trust with retailers and consumers, including improving production hygiene and inviting the public to visit the factory from 2010 to 2012. These efforts helped Julie’s regain market confidence and reach 280 million ringgit in sales by 2014.
Commitment to Quality and International Cooperation
Since its establishment in 1985, Julie’s has consistently used high-quality ingredients without compromising on cost. In 2014, the renowned chocolate brand Hershey’s partnered with Julie’s as its first overseas collaboration partner to launch co-branded cookies, sold across ASEAN countries, Taiwan, and Mongolia. This partnership boosted Julie’s brand value and expanded its international market presence.
Embracing Digitalization and Expanding Globally
In response to the growing trend of digitalization, Julie’s has embraced the changing times. After 35 years in business, the company redesigned its brand logo and made significant strides into the digital realm, aiming to expand the Julie’s brand across more countries. As of now, Julie’s products are available in over 18,000 stores across Malaysia and sold in more than 80 countries worldwide.
Su Chin Hock transformed Julie’s from a small workshop into a globally recognized biscuit brand through perseverance and innovation. His journey is not only a success story of an entrepreneur but also an inspiration to all those with dreams.
That’s all for Su Chin Hock’s story today. Stay tuned for the next inspiring entrepreneurial journey!
