What makes a cup of coffee great? Although the notion of a ‘perfect coffee’ varies among consumers and regions, it always boils down to the quality and processing of the beans, which can influence the freshness, aroma, and flavor of the whole coffee. In fact, quality is also claimed to be a key cornerstone of any thriving coffee business. However, it is not a one-time investment. In order to cater to the ever-evolving demands of coffee enthusiasts and achieve long-lasting customer satisfaction, particularly in a market as competitive as coffee or F&B, it becomes imperative for businesses to partner with manufacturers who share their passion and possess a proven track record of maintaining quality standards throughout the lifecycle of coffee production. Standing as the very definition of the aforementioned distinction is Haco Asia Pacific, a formidable name in the coffee manufacturing industry of Malaysia.
Fueling A Century-Old Legacy
Widely acknowledged for leveraging premium, newer, healthier, and, notably, world-class varieties, Haco Asia Pacific is backed by the rich heritage of its parent company, Haco AG. Established in 1922 in Switzerland, Haco AG has emerged as a prominent organization distinguished for customized products and food solutions in Europe and America. Steering the same principles and values forward, Haco Asia Pacific, incepted in 2004, has carved a niche in offering a wide array of coffee products, including roast & ground, freeze-dried, liquid, capsule, and spray-dried coffee, along with roasted whole beans. The company’s impact on industry is also exemplified by its growing global client base, which comprises eminent coffee chain stores, food service companies, retailers, restaurants and industrial clients.
“I view the coffee sector as a growing industry, particularly in Asian countries, driven by shifting lifestyle trends and the rising disposable income of people. Consumers are constantly looking for healthier and more exciting innovations, which we excel at delivering. We continuously innovate in terms of products, flavors, packaging formats, and application of products in the food and beverage (F&B) sector”, proclaims Roy Lee, Managing Director, Haco Asia Pacific.
The company also strives to integrate digitalization into every aspect of its operations. In addition to utilizing cutting-edge technologies to roast, extract, blend, and spray-dry, like its mother company, the organization also boasts of two very tall spray-drying towers and large roasters with a capacity of roasting 500 KG at a time. The relentless pursuit to stay current and innovate has also enabled the venture to alleviate the long-standing challenge of cost management in critical factors like product procurement and manpower planning.
Quality Assurance at the Helm
Haco Asia Pacific leaves no stone unturned in consistently upholding quality standards a proficiency that, according to Roy, has equipped the company to garner the trust and recognition of its customers as a premium coffee provider. The company’s unwavering commitment to quality can also be reflected in its certifications, which cover FSSC 22000, HACCP, ISO 9001:2015, ISO 45001, Kosher, GMP quality, and, notably, the coveted HALAL certification. Another differentiating factor that sets Haco Asia Pacific apart is its collaboration with customers, which helps the organization meet their varying quality expectations. The lab conducts cupping sessions regularly in association with the customers to identify the standard they need.
“We continue to improve our operational excellence, understanding all the functionalities necessary for producing better coffee,” says Roy. Every team is keenly aware of their roles, the industry, and customer preferences. For example, the R&D team specializes in tracing, inspecting, and skillfully blending different coffee beans to increase palatability, while the supply chain workforce ensures to adapt to the regulatory requirements of the respective countries involved. Right from sourcing high-grade beans from various parts of the world to producing the coffee to managing the roasting curve, the whole process is carefully monitored by a dedicated quality analysis team and their stringent, non-negotiable control methodologies. “But leadership is not the sole responsibility of the managing director only. Instead, our core strength is our senior management, where each member has expertise in their designated positions and plays a catalytic role with their leadership thinking,” adds Roy.
The contributions of Haco Asia Pacific extend beyond the F&B industry, reflecting its passion for protecting the environment & achieving sustainability
Beyond F&B
The contributions of Haco Asia Pacific extend beyond the F&B industry, reflecting its passion for protecting the environment and achieving sustainability. Initiatives like investing in solar power and selling spent ground for biomass or recycling, stand as perfect examples of the same. “We take immense pride in being a socially responsible company, and we share this with our Swiss organization, which makes sure that we prioritize the well-being of our employees as well as the environment. We are a company that always does what is right,” specifies Roy. En route to a brighter future, Haco Asia Pacific is currently concentrating on strengthening its customizable culinary dry mix offerings. Strategically located in Malaysia, with close proximity to the seaport and highway, the company is looking forward to embarking upon the opportunities evident in the tier- 2 and tier-3 regions of multiple countries for potential operational and geographical expansions.
Roy Lee, Managing Director, Haco Asia Pacific
A business veteran and an accomplished leader, Roy Lee possesses rich acumen in business and marketing management and development. Prior to onboarding Haco Asia Pacific, he has held different leadership roles, including General Manager, Commercial Director and Senior Vice President in prominent companies.
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