From insurance to supplements

THE rising incidence of lifestyle-related diseases has opened up a huge market for food supplements all over the world and Malaysia is certainly no exception.

In July 2007, The Star quoted a Malaysian Dietary Supplement Association report that stated Malaysians spent between RM50 and RM100 a month on health supplements.

The association also said the health supplement and traditional medicine industry in the country was worth RM4.5bil, with an annual growth rate of between 10% and 12%.

In July 2008, Lim Sin Boon, who had chalked up 20 years in the insurance sector, decided to venture into the food supplements industry.

The founder and chief executive officer of GoodMorning Global Sdn Bhd said he started the company to market five types of food supplements.

Lim, 43, said the products, with formulations from Japan, the US and New Zealand, were manufactured locally.

Now in its fifth year of operations, GoodMorning Global boasts 18 types of food supplements and 13 kinds of skincare products in its range.

Lim said GoodMorning Global also had product liability insurance worth RM1mil as a further product quality assurance for its consumers.

On promotions and marketing, Lim said educating the end users on the importance of food supplements was important.

He credits the company’s performance to his network of 500 agents and 50 sales representatives.

Lim, who started the business with the help of an assistant and a clerk in a 1,000 sq ft office in a condominium block in Cheras on July 1, 2008, said they shifted to their present headquarters in Cheras Plaza, Cheras, a year later to cope with the expansion.

And GoodMorning Global is set to shift office again next year.

Its new headquarters in Shah Alam will also have an 11,000 sq ft warehouse said Lim during an interview at his Cheras headquarters in Kuala Lumpur recently.

Lim’s career path has certainly been colourful before embarking on the food supplement business.

Lim joined the workforce as a mechanic at the age of 16, earning RM4 daily.

Admiring men in suits, the teenager from Kluang, Johor, harboured hopes of joining the corporate sector one day.

The word insurance was never on his mind until an insurance agent approached him to take up an insurance policy one day.

Lim had, instead, asked the salesman for a job.

He was told that he was too young, while his family and relatives advised him to do something more “down-to-earth”.

Determined to prove that he could do it, the teenager went all out and sold policies worth RM30,000 in premiums within a week.

The rest, as they say, is history.

Last August, GoodMorning introduced its 18th product to the market — a drink which contains extracts from 18 different grains.

According to Lim, it has been their most popular product so far, with sales hitting 10,000 cans a month by the third month.

GoodMorning Global nutritionist, chief dietitian and customer service head Lim Wui Ling also said the company was collaborating with the St John’s Ambulance Malaysia dialysis centre to provide a cup of the new drink for free to dialysis patients at the centre.

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