KUALA LUMPUR (May 20): Farm Fresh Bhd has come a long way since it started with 60 Holstein Jersey cows from Australia at its farm in Johor about 13 years ago.

Despite the local dairy industry's long-standing dominance by multinational brands, Farm Fresh — then known as Holstein Milk Co Sdn Bhd — has now established itself as the top chilled ready-to-drink (RTD) milk player with a market share of 49% in 2022.

The homegrown integrated dairy product specialist also has a market share of 9% in the ambient RTD milk segment.

Farm Fresh co-founder and managing director Loi Tuan Ee, a farmer-turned-entrepreneur who grew up in a small town in Perak, now envisions a bold new chapter for the company.

In an exclusive interview with The Edge, the 60-year-old milkman says it is time for Farm Fresh to take on the big boys again in the ice cream and children's milk markets, just like how it did in the chilled RTD milk market.

Notably, Farm Fresh had in February announced its plan to acquire a 65% stake in prominent ice cream store chain operator The Inside Scoop Sdn Bhd for RM83.9 million in a cash-plus-shares deal.

Earlier in October last year, Farm Fresh had launched its growing up milk for kids in liquid format — dubbed Farm Fresh Grow UHT Formulated Milk — based on a fortified fresh milk formula.

So, what plans does Loi have in store for Farm Fresh to grow bigger? Why has he set his sights on the ice cream and children's milk markets? Can he build another local champion after Farm Fresh?

Meanwhile, The Edge also makes comparisons between Farm Fresh and its dairy-related peers, namely Nestlé (M) Bhd, Fraser & Neave Holdings Bhd (F&N) and Dutch Lady Milk Industries Bhd.

Will Farm Fresh outperform these multinational firms?

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