Organic food restaurant to come Alive in JuneBy Vasantha Ganesan
Organic consumer product manufacturer, wholesaler and retailer Alive Group plans to venture into the restaurant business in June this year as it looks to expand its reach.
The restaurant, to be located in the centre of Kuala Lumpur, will have a seating capacity for 60 and provide an entire range of organic or natural food selection with the aim of promoting a healthy lifestyle.
Alive group consultant K.C. Lim said its current organic food range under the Nutrigracia brand will be made available at the restaurant. The initial cost of investment of the eatery is estimated at RM1 million.
The Nutrigracia brand, which now has organic rice, pulses, pasta and noodles, will soon add cooking oil, sauces and gravy to its range.
Nutrigracia is available on the shelves at Cold Storage and Village Grocer outlets as well as at the Westin Kuala Lumpur and the Ritz Carlton.
Alive is so passionate about promoting healthy lifestyle that two months ago it started the Organic Kitchen on Jalan Sultan Ismail in Kuala Lumpur. For a start, this deli-like concept is providing takeaway organic cereal and sandwiches for breakfast.
The concept came about as modern lifestyle sees people skip breakfast and consume low-fibre high-calories food instead. The kitchen now sells about 100 breakfast sets each morning.
"Organic Kitchen is a way of creating awareness ... we will start lunch delivery to offices in the vicinity after the Chinese New Year," Lim said.
The company, adheres closely to its tagline "Organic Lifestyle ... is an attitude".
Alive was founded in 1998 by Teh Li Lin who started using massage techniques for healing. As an aromatherapist, she introduced her own range and concoction of essential oils which have therapeutic benefits.
Later, Alive introduced skin- care, personal care and health supplements, and in 1999, it ventured into organic food.
The business, Lim said, has enjoyed average year-on-year revenue growth of 15 per cent and chalked up RM12 million in the financial year ended 2009.
Alive, which has not audited its results for 2010, said it hopes to have ended 2010 with a 20 per cent jump in revenue.
The company derives 25 per cent of its revenue from treatments and fasting programmes, and another 25 per cent from its skin-care range. A fifth comes from household, supplement and personal-care products, while Nurtigracia makes up another 20 per cent. The balance comes from its other affiliated businesses.
Lim also pointed out that the Alive group does not advertise, claiming that Alive products are so effective that they market themselves through word-of-mouth.