IN JENJAROM, Kuala Langat, a family-run business has transformed a humble traditional snack into a successful modern brand.
Founded in 1984 by Tan Hook Heeng, the small-scale business initially used traditional methods to produce two main products, kacang tumbuk (pounded peanut candy) and kacang pipang (peanut brittle).
Back then, the entire process was mostly manual.
Peanuts were pounded using a large wooden mortar, flattened with a wooden roller and cut individually by hand before being packed in clear plastic without any branding.
The family business managed to penetrate the Singapore market despite lacking a commercial identity.
However, operations nearly came to a halt in the early 2000s as production declined due to a shortage of manpower.
According to Jennifer Tan Siew Lee, 37, who now heads the family business, her father was over 60 at the time and the business had only two permanent workers.
“I once considered closing the business as things were becoming increasingly difficult, but my parents thought about the fate of our two long-serving employees.
“If we closed, where would they go?” she told Bernama.
Jennifer, who was then working in the pharmaceutical industry in Kuala Lumpur, decided to return to take over the family business.
“I often brought our kacang tumbuk to work or classes when I was a student, and many who tried it praised its fresh and delicious taste.
“When they told me they wanted to buy it, that was when I realised there was a market for it.”
She said the turning point came in 2013 during a family trip to Taiwan, when she realised the true potential of their products.
“While travelling in Taiwan, I noticed how souvenirs were attractively packaged.
“I realised our weakness was in branding and packaging.”
She returned to Jenjarom in 2014 to work alongside her brother in restructuring operations and adopting modern machinery to speed up production and meet growing demand.
Within eight months, they rebuilt their workforce before relocating operations in 2015 to a shoplot near the Fo Guang Shan Dong Zen temple, which attracts tourists during the Chinese New Year celebrations.
“Every year, many tourists visit the temple, but souvenir options were limited. We saw great potential for our peanut candy to fill that gap,” Jennifer said.
Starting with two master craftsmen, they later rehired former part-time workers and managed to assemble a team of 18 youths.
The business has since grown with its Heritaste brand, expanding through online sales and the business-to-business segment.
Its products are now packaged in neat, attractive gift boxes.
Jennifer, a statistics graduate, said sales had increased tremendously since she took over the company’s management.
While maintaining the traditional recipe, Heritaste has introduced new flavours such as Oreo and coconut, as well as a reduced-sugar version.
The company also produces pumpkin seed crackers for customers with peanut allergies.
“We use natural ingredients and preserve the authentic taste,” said Jennifer.
‘Most importantly, when people enjoy simple snacks like this with family or friends over tea, they can truly appreciate those moments of togetherness,” she added.
