Hang Seng Management College
Shirley M C Yeung
The planting method adopted by Grace Cup mainly focuses on the recycling system existing in nature. Instead of using chemical fertilisers and herbicides, natural forms of fertiliser and insect repellent are applied to the crops. Compost is an organic material form in the decaying process of plant material which can improve soil quality and act as a source of nutrient. Growing plants using compost is sustainable since the raw material of compost comes from the nature, and it is beneficial to the environment because it is less resource-consuming compared with producing chemical fertilisers.
In addition to using environmentally-friendly organic nutrient source, Grace Cup has invented its unique ‘Organic Bench’ as a medium for planting for the sake of enhancing the benefits of using compost and having better control over the farming conditions. This approach helps grow robust crops without compromising environment protection.
In terms of branding, Grace Cup differentiates different products under different brand names. For instance, organic snacks, fruit and desserts are under three sub-brand of Grace Cup, creating greater brand loyalty and assisting customers to find their desired products. Such branding method is formed by integrating the rich experience in life and career history, turning failure stories into a success.
Grace Cup sources reliable suppliers and engages company resources in handling food waste to fulfil their needs. The demand chain management makes the business sustainable because the quality of the raw materials can be assured while the production cost is lowered as food waste could be turned into compost, which is used to provide nutrients to crops.
Grace Cup gets their inspiration within as well as from outside. Past experience, observation and self-reflection are the key sources of ideas internally while books are read to spark insightful concepts. Employees share book chapters and brainstorm ideas together for the sake of enhancing efficiency and adding synergistic effect among different team members to generate desirable outcomes.
Emphasising its values on natural cultivation, Grace Cup creates far greater impacts than solely providing more choices to the general public. Not only does it raise the awareness of healthy lifestyle, it also triggers customers to consider the environmental consequence via their consumption of food.
Upholding the core value of ‘BEST’ — Brilliant, Excellence, Superior, and Tasty, Grace Cup successfully builds up their goodwill in the food industry through the various innovations in areas from farming, distribution, and marketing. The strategies not only boost consumers’ confidence, these also reduce the operating cost, increasing the competitiveness of the company.
In addition to having more choices offered by the food industry, our society benefits from the inspiration of ethical spending because all our daily activities and decisions would lead to certain consequences such as the creation of carbon footprint which is traceable. By consuming more organic products, less adverse outcome would result since the produce is cultivated in a sustainable way. Our environment will also suffer less due to human activities.
Stephen Yeung, Group Magaging Director
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Tsuen Wan, Hong Kong
Business Website: http://www.gracecup.com.my/about-us.htm
Year Founded: 2006
Number of Employees: 11-50