24-05-2025
- Business
- New Straits Times
From small timers to big players, villagers take pride in success of snack business
IPOH: What started as a modest community project in a village workshop has now turned into an inspiring success story, earning a group of Kampung Jaya Setia villagers in Kuala Kangsar the coveted Sejati Madani Award.
Armed with little more than determination and traditional recipes, the team behind JS Licious turned their humble pumpkin chips into a thriving business and a symbol of rural innovation in the country.
Kampung Jaya Setia headman Ebby Shaifullah Yusoff, 54, said the award marked a turning point for JS Licious, a homegrown snack brand known for its innovative twist on traditional Malaysian crisps.
"With a team of 15 participants mostly from low-income households and single mothers, we began operations in Nov 2024, launching our first product which is pumpkin-based chips.
"This award is more than just recognition and it's proof that we're on the right path. We started with almost nothing.
"Now, we're aiming to upgrade our equipment, expand production and apply for halal certification to reach a wider market," he said when met after receiving the award from Perak Menteri Besar Datuk Seri Saarani Mohamad today.
They took home RM100,000 as the grand prize and also won the Social and Economic Progress category under the Perak 2024 Sejati Madani Awards, earning an additional RM5,000.
JS Licious currently offers a vibrant mix of local snacks, including pumpkin chips, ginger chips, green pea crisps and sambal glutinous rice crackers. Their newest creation, crispy serunding, is set to hit the market soon.
He said the products had already gained online traction via TikTok and Shopee, helping the brand break into markets beyond Perak.
"Our sales jumped from RM5,000 to over RM11,000 during the festive season, with deliveries reaching as far as Johor and Kelantan.
"We plan to use the prize money to invest in better machinery and involve more villagers. We want JS Licious to be a true example of rural empowerment and innovation," he said.
Ebby Shaifullah also extended his gratitude to the district office, local leaders and volunteers who supported the initiative since its inception.
"This recognition belongs to everyone in the village who worked tirelessly. It hasn't been easy, but with determination and unity, we've come this far.
"What began as a small community effort is fast becoming a model for sustainable rural entrepreneurship in Malaysia," he added.
