Juicing up a storm

Zummo Malaysia is headed by the husband and wife team: Syed Farid Al-Attas who is Zummo Malaysia’s Marketing and branding director and Dalena Berhan, the Operations Director.

For most people, a glass of juice just quenches one’s thirst. For Syed Farid and Dalena, it started a quest for the best juicer and kick-started their core business today, writes ZIEMAN.

THERE’S nothing quite like getting a continuous supply of freshly squeezed pure orange juice to quench your thirst. If you’ve got a good juicer at hand, rest assured there’s a free flow of natural goodness coming your way.

For Zummo Malaysia’s Marketing and Branding director Syed Farid Al-Attas, however, selling the Zummo Juicing machine sounded like a better bet.

Farid and his wife Dalena Berhan, first thought of venturing into the juicer business after they chanced upon an automatic citrus juicing machine in Singapore in 2014. They were so intrigued by the juicer that they embarked on a quest to look for the best juicer.

“When we saw this juicing machine in Singapore, it crossed our minds that we could go into the juicing business,” said Dalena.

The couple travelled to several countries to shop for the best orange juicing machine and the hunt ended in Valencia, Spain where they visited a few factories. However, they were more keen on Zummo as it gave the best quality premium orange juice whereby you get 99% yield of orange from just one orange.

Securing the exclusive rights for Zummo Malaysia was not easy though. Zummo Innovaciones Mecánicas Sa in Spain, founded in 1992, specialises in the design and manufacture of automated citrus fruit juicing machines. Zummo juicers are sold in Spain and internationally through an extensive network of sales agents, distributors and catering supply companies. They are available in more than 88 countries in the five continents; Zummo Malaysia is the 89th branch to date, thanks to Farid and Dalena.

Zummo Malaysia is the sole distributor for Zummo juicer machine.
Fresh orange juice squeezed by Zummo juicers.

Prior to this, the couple used to organise tourism events internationally under their own event company called LADS Entertaiment Sdn Bhd. However, the events were inconsistent and income irregular.

The couple paid a visit to Zummo’s headquarters in October 2014 and later, decided to set up Instafresh Sdn Bhd to supply and distribute the Zummo juicing machines with a paid-up capital of RM500,000. In January last year, Farid and his team purchased five juicing machines to test their durability. Today, Instafresh has 12 staff, and will soon be securing the exclusive rights to supply and distribute Zummo juicer machines to Brunei and Indonesia as well.

“We are honoured to be the brand’s supplier and distributor, because it is not easy to have a branch operation here. It is a prestige brand and a manufacturer of top-quality fruit juicers that’s recognised worldwide.

“It has a good track record and results are consistent compared with other companies. The juicing method ensures that consumers can see the entire process from start to finish, with the end result being a total extraction of delicious juice. Apart from orange, you can also extract juice from other types of citrus fruits as well,” said Dalena, who is Zummo Malaysia’s Operations director.

“These juicing machines are the ultimate multi-citrus juicers as they allow you to view the entire juicing process. Not even one drop is wasted. The technology is unique in the market place and can work in the most demanding of conditions at full capacity.

“There are more than 20 types of Zummo Juicing machines to choose from, all tailored to meet the needs of the catering business. These machines are fast and, equipped with an Efficient Vertical System which can extract the maximum amount of juice vertically without the juice touching the peel at all. The machines have been certified by the NSF, compliant with their food safety standards,” said 34-year-old Farid.

This is the Z14 Zummo juicer machines. These machines are sold both in Spain and internationally through an extensive network of sales agents, distributors and catering supplies companies.
The Z14 Zummo juicer machine.

The juicing machines are suitable for individuals or commercial use such as hospitals or airports, and meet the needs of small and medium-size companies as well.

“We have a variety of packages to suit individuals or companies. The prices of the juicing machines range from RM10,000 right up to RM200,000. We are targeting to sell more than 60 units this year and welcome distributors to work with us,” said Farid.

Zummo Malaysia is also working closely with TEKUN (Entrepreneurial Group Economic Fund), one of the agencies under the Ministry of Agriculture and Agro-based Industry to penetrate the shopping malls this year.

“We hope to place between 15 and 20 Zummo kiosks in shopping malls around the Klang Valley. There are many other models available to cater to different groups. For example, the more elaborate Zummo Z40 Duo Plus sits on a wheeled cabinet and doesn’t take up any space on the bar, while the Zummo Z40 Self Service Plus has a wheeled cabinet and self-service function, making it ideal for large premises such as supermarkets and hotel chains.

“The Z40 is available in different formats as it is designed to cater for the needs of different customers. This popular model can squeeze all types of citrus fruits. In fact, all Zummo’s machines are characterised by their extreme speed and can squeeze up to 40 fruits per minute, yielding an amazing six litres of juice from 40kgs of fruits,” said Dalena.

“The Z10 juicing machine is very saleable among individuals and businessmen. We have sold 30 units so far with free after sales service. One of the interesting features of this model is the squeezing system, which is safe, reliable and kept functional before and after sale. Every machine comes with a three-year warranty that covers both scheduled maintenance and emergency repairs,” she said.

Probably the most fascinating part is watching the squeezing process through an LED-illuminated window as the juice collection compartment is fitted with a window panel that remains closed automatically until the juice is delivered.

According to Dalena, Instafresh used to sell bottled orange and pomegranate juices, squeezed by Zummo juicers at RM8.50 for each bottle. Zummo Malaysia sales director Mohd Zukhri Che Chim said that it takes only about six minutes to clean the machine, which includes disassembly, cleaning and dry-mounting.

“These machines are not only reliable, but they are also durable. Our juicers are compact enough to be installed at any type of venue and there’s a counter digital programmer whereby you can set the number of oranges to be squeezed and keep track of the pressed fruits,” concluded Zukhri.

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Business , Central Region , Zummo Malaysia


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