Curiosity and the notion of taking Malaysian flavours to the whole world gave birth to Harriston. What started as a single retail outlet in 2005 has since grown into a business with its own factory, a chocolatier café in Pavilion Kuala Lumpur and three boutiques across Kuala Lumpur and Penang. Hariston built its own portfolio with more than 150 varieties including flavours such as durian, tongkat ali, chilli, curry and ginger, that are uniquely Malaysian. “Our classics include Tiramisu Almond, followed by the signature durian,” points out Jess Puah, Sales and Business Development Manager.
Tourism Uncertainty
“Tourism made this company and it is also something that forced us to change,” highlights Puah. Until 2020, all travel coaches had a mandatory stop at the outlet as part of the itinerary. Ever since people started travel independently this has changed. To keep in line with the trend, Harriston decided that it should rather be searchable online and focussed on building the brand. Today, they offer experiences through chocolate café, where customers can come in and indulge in chocolate drinks and desserts and creating products that are worth carrying back home. It is also prioritising retail locations with genuine footfall, becoming discoverable before travellers arrive in Kuala Lumpur. “Out shift is from presence to preference,” stresses Puah.
The stress on raw materials
The transition of Harriston brand is not just about growth but to scale without diluting the speciality. But protecting that premium position also means navigating associated pressures, particularly when its most important ingredient is facing sustained cost volatility. “The cocoa market has been difficult for the past two years. Price fluctuations continue because of the geopolitical situations and climate change impacts the cocoa harvest yield,” points out Puah. To control costs and protect the recipe and quality Harriston adjusts piece weights, packaging and inclusions to keep prices viable. It also improves factory efficiency by reducing wastage and improving yield and batch planning.
Despite the bottlenecks, Harriston is very clear on making a distinct name by prioritising cleaner and innovative chocolates. The company is also focusing on producing souvenirs that are made in Malaysia, with local flavours. For Harriston, it is not just about building its own brand. But to contribute to making Malaysian chocolate itself a name that consumers recognise, trust and make sure it travels in every suitcase that goes back from Malaysia.
With capable manufacturers and chocolatiers available in Malaysia, the country has not built a collective reputation like Belgium and Switzerland. To attain that kind of reputation, the country is now focusing on building stronger community along with sustained efforts to raise awareness of Malaysian chocolate and what makes it distinctive.