Coffee Sensation Influence

Sharil Amin Abdul Rahim/FocusM ALAYSIA is more famously known as a tea-drinking nation, thanks to the British Coffee sensation influence. Many of the British traders and rulers who sought Mrespite from the heat in the lowlands found the Jamaica Blue’s entry into Malaysia aims to higher lands to be fit for tea plantations. While set a higher benchmark for coffee culture we still drink more tea as a nation, of late the coffee culture has begun to seep in – seeping its way through urban towns and cities and gaining a firmer grip on the imagination of what the black roasted bean has to offer. The coffee culture might have been brought about by the popularity of American-owned coffee chains and as young Malaysians who were introduced to Starbucks mature and develop more sophisticated tastes – independent and artisan coffee roasting cafes have found room to sprout. “The market is still relatively unexplored compared to the coffee market in Australia and Europe,” says Serge Infanti, managing director of Foodco Pty Ltd who was in Kuala Lumpur for the launch of Jamaica Blue Malaysia. Foodco owns the Jamaica Blue chain of coffee outlets around the world and is present in the UK, China, United Arab Emirates and Singapore, besides Australasia. Jamaica Blue Malaysia is Foodco’s master franchise holder for Malaysia and is managed exclusively by HCK Food Hii reveals there are plans for more outlets Infanti says partners are allowed to explore Sdn Bhd, a subsidiary but the locations have not been confirmed menu offerings according to the local market of HCK Capital Group Bhd. menu to members of the media and the top 1992 when the Westfield Australia shopping The first outlet management of HCK Capital Bhd, Clifford mall chain approached Jamaica Blue in search which recently Hii, executive director of HCK Food, noted of a concept that was more upmarket. Today, opened its doors that the number of Jamaica Blue outlets the brand of coffee prides itself on being one to patrons of Mid that are in the pipeline in Malaysia will of the country’s preferred chains of coffee Valley Megamall is follow the kiosk concept. “We are currently outlets with a boutique-like feel to it. “We situated on the first looking at a few spaces but will confirm these don’t just see coffee but the whole experience floor, working on a kiosk spaces only once we have consulted our that comes with it, and we are extremely type of model. The brand partners in Australia,” he added. particular about the beans that we use,” said has three distinct concepts Foodco, which started in Australia in 1989, Infanti. which consist of standalone is celebrating its 25th anniversary this year. To begin with, the beans used – Jamaican kiosks, corner fits which From a humble idea that started in Canada, Blue Mountain – originate from one of the are typically about 1,500 sq the company now has two subsidiary brands best coffee estates in the world. The best lots m, and a larger concept space that run independently – Muffin Break and of Blue Mountain coffee are noted for their which serves a small range of Dreamy Donuts. “Those are two separate mild flavour and lack of bitterness. Over the alcoholic beverages as well. brands that run on their own and we try to past few decades, this coffee has developed a At a small launch party held not overlap the business models,” said Infanti. reputation that has made it one of the most to introduce the Jamaica Blue The brand underwent a major change in expensive and sought-after coffees in the world. For the uninitiated, the coffee beans that come from this region have a globally protected certification mark – which means only coffee certified by the Coffee Industry Board of Jamaica can be labelled as such. The climate of the region which is cool and misty with high rainfall and rich soil makes it a winning combination for coffee planting. The name Jamaica Blue quite obviously originates from the majestic Blue Mountains of Jamaica and in addition to the single-origin beans that are used, the brand has also formed a unique partnership with the exclusive Wallenford Estate. “Besides the Jamaica Blue Signature Blend, we also offer our customers a choice of having the beans that come from the Wallenford Estate – one of the oldest growing estates,” he said. The world-class beans that are used in all Jamaica Blue coffees are expertly roasted to showcase their unique properties. Once the beans reach the cafes, highly-skilled baristas work their magic to produce a perfect cup every time. The menu is kept simple, as Infanti strongly believes in simplicity. There isn’t an exhaustive list of coffees to choose from, which can sometimes be confusing. Infanti who cheekily referred to the long list of coffees as an “American thing” said the brand however Menu does have seasonal promotions to keep the customers enticed. “We tend to introduce Highlights seasonal blends, just to keep it vibrant and fun but our basics stay the same so you’re Mini Breakfast Frittata RM7.90 guaranteed of a ‘wholesome cuppa’ anytime Eggs, roasted potatoes, tomato & shallots wrapped in you need a coffee fix,” he added. turkey ham. Served with tomato chutney. Prices are also kept at a competitive rate, with the Espresso and Long Black starting Jamaica Blue Big Breakfast RM19.90 at RM6.90 and the Cappucino, Flat White Eggs, turkey ham, chicken sausage, roasted tomatoes, sautéed and Latte at RM9.90. “The reason why we mushrooms and toast. Plus a beverage of your choice. are able to keep the coffees at a good price is because unlike our competitors, we are able to Chicken, Almond and Herb Wrap RM22.90 make a margin with our food offerings,” said Roasted chicken with parsley, toasted almonds and mayonnaise. Infanti, when asked how the prices are pitted competitively against indie coffee outlets and Beef & Caramelised Onion Pastry Rolls RM23.90 larger chains. “We have two simple beliefs Served with warm tomato chutney and a salad garnish. which have been our guide in everything we do. The belief of using only the very best coffee and also sourcing for the very best ingredients to make our food,” he said. The food that makes up the varied menu at Jamaica Blue Malaysia has been localised to suit more Asian-Malaysian tastebuds. As Infanti noted, most of the menus that were created in the other countries were localised to suit local preferences. “In Malaysia, we were lucky to have been able to source for most of the ingredients here as there is a good network of importers of Australian-made items such as cheese and meats,” he said, comparing it to China where local partners had to set up a bakery as there was no bread available to be used for the menu. Food that is served at Jamaica Blue outlets across Malaysia will see customers getting something that isn’t exactly fine dining, but a cut above fast food, according to Infanti. “That’s what cafes like this do and we’re very proud of the food range that is served here,” he added. The fusion blend of Asian and Western food has worked in all the other countries that the brand is present in and Infanti is certain that this concept will go down well with discerning Malaysian food lovers as well. The guiding philosophy, said Infanti, has allowed the company to be flexible and creative with different café concepts – which in turn made Jamaica Blue a thriving business model everywhere it operates out of. “We are in it for the long term and therefore, picking a partner isn’t only about the ability to finance the business but also a partner who shares the same philosophy,” he said, referring to the partnership between Foodco and HCK Food. “We give our partners the freedom to develop the cafes with their own personality and menu selection in response to local tastes and the availability of seasonal produce in their respective areas.” .

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