ABOUT US

JULIE’S BISCUITS FROM MALAYSIA

 

Julie's Manufacturing Sdn. Bhd. or also known as Julie’s Biscuits, established in 1981 is the brainchild of Mr Su Chin Hock, a Malaccan entrepreneur who was previously in the tiling and construction industry. The urge to enter the biscuit manufacturing industry came when he realized that 95% of biscuits on the shelves were imported products. He believed that Malaysians were able to do a decent job of producing biscuits and exporting them abroad.

 

In the early days, 34 years ago from a single plant of about five acres has now grown to three big scale plants, two in Alor Gajah and one in Masjid Tanah. The number of staff has increased from initially 200 workers to more than 1,000 today. Starting with producing solely crackers, the product line has expanded to various types of biscuits including cream sandwich, wafer rolls, waffles and cookies.

 

The mission of the company is to produce high quality and delicious biscuits while upholding our core values “Accountability”, “Conscience”, “Integrity” and “Passion” and infusing love into the baking process for consumers to eat safe, happily and healthily.

 

The company holds closely to their founder, Mr. Su’s belief “What I don’t eat, I don’t let people eat”. Strict monitoring and control are practiced in the biscuit process flow, starting from the procurement of raw material until the baking process. All the raw materials for the production of biscuits are from highly reputable suppliers and all processes from packaging, transportation and storage areas are in accordance to the HACCP requirements. The first-in-first-out stock rotation is practiced in warehouse management in order to prevent overdue/expired raw materials. For the safety and health of consumers, water filtration systems were installed to remove water impurities and chlorine in water thoroughly before use. Julie’s biscuits also strictly prohibit the use of any artificial coloring and preservatives in their biscuits ensuring them to be safe for consumption.

 

Since the biscuit industry is not a high-tech industry, hence, there is not significantly difference between the products. Julie’s is taking the altruism concept as the core values, practicing the baking with love principle to gain consumers’ resonant and building the brand that they trusted, firmly in the consumers’ heart. This is the Julie's unique competitive advantage and also the way of running the business continually.

 

Over the past three decades, production has grown steadily where the company not only the largest biscuit exporter but also one of the top 3 brands in the local biscuit market. Perfect Food established its export business proper when it first sold to the US in 1989 and has been expanding its product overseas ever since. Currently, the company exports to 75 countries compared to five years ago where it was only exporting to over 30 countries. Perfect Food is optimistic that the company will be able to expand its export coverage to 100 countries in five years’ time. Some of the countries that Perfect Food is currently exporting to include China, the US, Mongolia, Australia, Taiwan and the Middle East region. The company is currently exploring its potential in the Latin America region and targeting Europe as their next target market. Exports currently make up about 45% of the group’s revenue but the group hopes to grow export contribution to 65% in five years’ time.