Once a cabin crew for Singapore Airlines, Jacqueline Koay later turned to distributing popular food trends into Singapore. The founder of Gratefood Co., and mum of a three-year-old girl, now aims to lead a functional food movement in Singapore through adaptogens.
Share with us about your childhood and growing up years.
Gratefood Co. How did it all start?
What were some challenges you faced while starting up the business?
There was just one incident that happened during my third year of business, that I eventually thought was a blessing. It was a trademark dispute. My brand was Poppy and Co and whilst filing for a trademark internationally, it was opposed by Poppies, a company in Belgium that also manufactures Speculoos Cookie Butter. In our defense, we cited the brand logo and name were very different, but they insisted that we should not continue. I consulted a friend of mine who is in the industry who eventually brought the owner of Poppies and I to dinner. In order to resolve this, I rebranded. Rather than spending money on the uncertainty of endless lawsuits, I instead spent to hire a professional brand agency and Gratefood Co was born, with a better brand identity.
What makes Gratefood Co. stand out from the rest?
Your top three products from the range? Why?
The other two would be from my new line of adaptogen pumps. Cordyceps is my coffee replacement, giving me enough energy for the day, and Lion’s Mane to focus at work.
What is your typical day like as a mum and business owner?
One proudest achievement since starting Gratefood Co.?
To be selling new and interesting products into major supermarkets and convenience stores in Singapore. Gratefood Co. is a trading company. Apart from our line of products, we do import and distribution of FMCG products.
Three things I love doing with my daughter are…
Bedtime routine with her, dressing up with her, and even just talking to her. At 3yo, she’s picking things up very quickly and she just amazes me with the words she says.
How would you describe your parenting style?
I’m always learning to be a better mother and I don’t adopt a single style. I pick up tips from blogs and social media and apply them to my daughter, where appropriate. They are ever changing so when she exhibits new behaviors, I’d read up on handling it.
I wish I had more time to…
Be alone.
What are the future plans for Gratefood Co.?
Singapore is generally reserved when it comes to food, especially healthy ones. I suppose this is mainly because of the price points but it is important to know that clean food is indeed more expensive mainly because of the way it is produced. Compared to medical bills, clean food is a small fraction of the price. Of course you can’t just rely on one type of healthy food. It is a conscious effort to choose to consume what’s best for your body at most times, whenever possible.
