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At 21 years previous, Leeson had gotten his first job in a multinational key opinion chief (KOL) advertising and marketing company.
Right here, the contemporary graduate gained a wealth of expertise, taking up numerous enterprise administration duties. With a level in worldwide enterprise, this was an excellent match for Leeson.
Sadly, that didn’t final ceaselessly.
“In July 2022, destiny performed its hand, and the Kuala Lumpur department the place I labored needed to shut its doorways as a consequence of regional challenges,” he shared with Vulcan Submit.
However as a substitute of seeing it as a setback, Leeson took it as an opportunity to embark on a brand new journey.
“I already had a spark of an thought in my thoughts, and I knew I couldn’t let it go to waste. So, with unshakable willpower, I got down to construct one thing extraordinary,” he expressed.
“From the ashes of 1 enterprise, one other emerged.”
Cracking on with a nutty thought
In November 2022, Leeson launched his new model by the title of KACANG + CO below Cotebas Group, a content-centric company whereby Leeson is a co-founder and COO.
A “enterprise incubated below the Cotebas Group’s umbrella”, KACANG + CO is not only a subsidiary, however a outstanding a part of the group’s core companies.
“Whereas I do serve roles in each the Cotebas Group and KACANG + CO, these commitments don’t conflict; reasonably, they harmoniously intertwine,” Leeson shared. “The steadiness between the 2 isn’t a lot a problem, as it’s an thrilling entrepreneurial journey.”
Whereas Leeson’s involvement in Cotebas Group looks as if a pure development of his profession, KACANG + CO does appear to be fairly a departure from his worldwide enterprise background. Why promote nuts, of all issues?
“I couldn’t assist however discover that the cultural treasure and heritage of kacang putih was not getting as a lot love and recognition that it actually deserved, each amongst our fellow Malaysians and worldwide vacationers alike,” he reasoned.
Upon that realisation, Leeson determined to go on a mission to show kacang putih into “an absolute Malaysian icon” in addition to a “image of delight and nostalgia for generations to come back”.
Cashing in on kacang
A well-liked snack in Malaysia, kacang putih (which accurately interprets to white nuts) is made with chickpeas and has a wealthy historical past that dates again to the Nineteen Forties.
Normally offered with different Indian snacks, it was delivered to Malaya again then by British immigrants from Tamil Nadu.
Not many individuals who benefit from the snack may very well know of its origins, although. This explains why Leeson noticed a possibility there to spotlight the snack. The KACANG + CO web site even has a web page devoted to explaining kacang putih’s historical past.
As noble as his mission is, there must be a marketplace for it to work. Understanding this, Leeson mentioned that the group had performed market analyses earlier than launching the model.
By means of their analysis, they discovered that there was an viewers for “premium and exquisitely packaged native snacks”.
“With our analysis, the market has predicted a 5% progress (RM165 million) between 2022 and 2027 within the Malaysian marketplace for different savoury snacks,” the founder claimed.
Armed with these insights, KACANG + CO set off with a purpose to rejoice Malaysian tradition, one nutty snack at a time.
Leveraging native delight
Presently, KACANG + CO gives 5 flavour choices: Kacang Soya Curry, Kacang Tanah Curry Combination, Pakoda, and Star Murruku. All snacks are vegetarian and regionally produced by a home-based maker.
“The Indian-inspired flavours stem from my household’s love for Malay and Indian cuisines, reflecting the range of Malaysian meals tradition,” Leeson mentioned.
Advertising the model and its merchandise as one which promotes conventional snacks and Malaysian heritage, one eye-catching factor concerning the model is its distinctive batik-inspired packaging.
“This distinctive design alternative serves as a contact of id and is a gorgeous reminder of the nation’s vibrant tradition and heritage,” he mentioned.
Combining premium packaging and a well-loved native snack, KACANG + CO may be seen as a very good present choice for vacationers, buddies, or perhaps even company companions.
Nonetheless, it’s not that these snacks have by no means existed earlier than. Exquisitely packaged snacks apart, there must be one thing past the packaging that makes KACANG + CO the go-to model for these kacang-based snacks.
“We have been lucky to fulfill a pleasant selfmade provider who retains their conventional household recipe and it tastes actually good,” he mentioned.
“There’s an abundance of conventional snack sellers in Malaysia, even on the roadside down the road,” he agreed. “Nonetheless, many are manufacturing facility produced and there are preservatives, altered recipes to lengthen the shelf life.”
Overcoming the educational curve
With the enterprise not even a yr previous but, the principle focus of KACANG + CO at the moment is to achieve publicity all through Malaysia, enhance their product vary, and make their merchandise simply accessible.
All it will assist the group obtain the mission of “reintroducing” conventional snacks to the youthful technology of Malaysians whereas making a sought-after memento for vacationers.
“We wish to create one thing that can make Malaysians proud to present to their buddies, which can be why we’re arising with modern methods to current our merchandise. Fairly on the surface, and yummy on the within,” Leeson elaborated.
With no expertise within the meals or retail business, Leeson and his group confronted a steep studying curve the place they needed to study all the pieces from scratch.
“We overcame these challenges, the old school manner—expertise,” the founder mentioned.
“We’ve obtained the fervour, the expertise, and the willpower to make waves on this enterprise panorama. It’s going to be a wild experience, as we all know nothing good comes simple.”
- Study extra about KACANG + CO right here.
- Learn different articles we’ve written about Malaysian startups right here.
Featured Picture Credit score: KACANG + CO
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