Blossoming trade for Roselle products

AFTER a stellar career spanning 30 years in global food companies abroad, Frank Tam returned to Malaysia in 2008 to establish Roselle Farms. From a small company producing hibiscus products, it has grown to become a leading exporter, thanks to a line of all-natural products and a dynamic team with a strong sense of innovation and commitment to quality. 

Frank Tam, founder and managing director¸ Roselle Farms

Please give us a brief background of your company.

Roselle Farms is a progressive company focused on providing unique and functional ingredients to the food and beverage industry. Our core ingredient is Hibiscus sabdariffa from which we aim to develop the best quality hibiscus products.

Our management team is strong due to combined expertise in technical and business management skills. Our passion for Hibiscus and innovative research and development is the glue that keeps the team dedicated in moving the company forward.

How did you start the business? 

I came across the Malaysian variety of Roselle or Hibiscus sabdariffa in 2003. Instantly, I knew there was a great potential for Hibiscus sabdariffa to be a world-class crop due to its unique properties. It is bright red, great in taste, and loaded with powerful antioxidants called anthocyanin which has natural healing properties.

R&D began in earnest back in Brisbane, some prototypes were evaluated by focused groups who showed great enthusiasm for the previously unseen product. In 2008, Roselle Farms was established and we exhibited at Foodex in Tokyo. The prototypes were appreciated by the Japanese, with enthusiastic comments such as ‘oishi’ or delicious in English.

Buoyed by such favourable reception, we pressed forward, expanding our factory and farms as well as fine tuning our products.

Why did you choose Malaysia as your production site? 

Malaysia has a competitive edge over several countries in the ease of starting and doing business as well as cost constraints.

How many workers do you employ? 

We have up to 35 workers at the moment and we are flexible in terms of upsizing upon demand.

As the Malaysian Hibiscus variety is probably the best in the world today, we had to be located near our farms to ensure freshness.

Please describe the products you make from hibiscus as well as their applications in food and beverage.

We created several products without any additives. They are free from preservatives, artificial colours or flavours. We have flowers in syrup. Carefully selected from freshly harvested, handpicked flowers, these are totally edible and delicious. They are used mainly for garnishing cocktails, mocktails, cakes and any other applications that call for decadence. 

We also produce conserves—these are chopped flowers in cane sugar syrup. It yields a beautiful natural red or mauve colour depending on pH. This multi-purpose product can be used to accompany yogurt, ice cream, soft cheese, smoked meats and as cheese cake toppings. It is also used in many high-end bars for cocktails. It contains pectin that gives a nice slippery body to cocktails.

Another product we have is hibiscus juice concentrate, a versatile natural syrup that can be used as a drink, mixer or natural colourant. 

We also produce whole flower and flake tea infusions. Caffeine-free, they make great natural thirst quenchers that are natural and good for you.

We do not add ascorbic acid to any of our products.

Since 2008, Roselle product line has expanded to include flower conserve, tea infusion, juice concentrates, Hibiscus drinks, and flowers in syrup for decorating confectionery and cocktails. Products are also Halal certified.

What international standards do your products meet? Are you applying for any other certification, e.g. organic certification?

Our certifications include HACCP and IFS version 6.  We are the first and still the only Malaysian food company to be IFS certified. Audits are regularly conducted by TUV SÜD, from Germany.  Halal certification is necessary for our Muslim customers, with audits conducted by JAKIM, Malaysia. Our production facility is FDA registered for US market. We are also looking at obtaining kosher certification in the near future.

We do our best to adhere to organic principles in our farms, be it our own or contracted, as well as with our factory practices. Our customers appreciate this, knowing they are not consuming artificial additives. It will be a natural progression to obtaining organic certification for the customers who need this certification, a matter of formality.

How much hibiscus is produced in your own farm?

About 70% of our supply is produced in our own farms and the rest is outsourced. This is so that we are secure in our supply and not held to vagaries of climate or any other conditions. 

We endeavour to maintain constant supplies to ensure no stockouts for our customers.

What is your total production capacity and output? 

We can produce up to six tons a day of finished products daily but we are flexible and can increase output if needed. We are in the process of expanding our facilities to meet market demands. Expansion is not a problem; we only need the right marketing partners with whom we can grow together.

How do you ensure quality control in farming and production? 

We set up our farms with quality assured seeds, constantly monitoring progress during the growing, harvesting, transporting and delivering stages. Our quality systems in our factory ensure every step of the production process is performed appropriately so we can deliver only the best to our customers. Of course, the whole chain can only work well if good communication is in place.

Support from the federal and local agricultural ministries has also been critical to good quality crops.

Please expound on the company’s commitment to environmental-friendly production of hibiscus. How do you put it into practice?

Our farms are located in pristine areas, far away from cities and pollution. We do not clear virgin forests, instead we rehabilitate idle land. No pesticides are used on our farms; our farmers use extracts of herbs to deter insects. We use goat and chicken manure wherever possible supplemented with beneficial microorganisms. We also work with government agencies in poverty-eradication programmes wherever possible.

How big is the market for hibiscus products in Malaysia? 

It can be potentially big, but it has not developed due to lack of interest by farmers and not many parties interested in developing hibiscus products.

Who are the largest consumers of hibiscus products? What are your export markets? 

The Germans are the biggest users of hibiscus. They have a history of drinking hibiscus tea up to 6,000 tons a year. We export to the EU and demand is growing well. Other markets include Singapore (in high end stores like Takashimaya), Hong Kong and Japan. Approximately 80% of our production is exported.

What significant changes have occurred so far in the company since its inception? What would you consider challenges?

We started off as a small grower and manufacturer. A significant change occurred when senior buyers from Takashimaya, the leading department store in Singapore took notice of our creations at Foodex 2012. Our products were placed on their shelves in their gourmet section for regular customers who come in from all over the world. We then really took off with confidence, investing in factory infrastructure to meet quality requirements in order to obtain certifications.

The biggest challenge is connecting with right partners with the right chemistry.

Any plans to further diversify your product range or expand your markets?  How do you see the future for hibiscus products?

We have developed many line extensions as well as other tropical flavours to complement our range. They will be rolled out at appropriate times.

Trade shows are essential for market expansion and we have participated in a few, including Fancy Foods in the USA. Buyers get to know our new products at these shows.

The future for hibiscus is potentially huge as more people discover about its great taste and health benefits.

Roselle Farms

A: Jalan Teluk Batu 10, Sek. 36, 40470 Shah Alam,Selangor, Malaysia
T: +603 5162 1487
F: +603 5162 1485
E: enquiries@rosellefarms.com