The plant technology company is expanding into F&B with Mori Kohi Cafe – Wired PR Lifestyle Story
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The Vulcan Post team is full of serial killers. We are not equipped to keep a green, O2-producing, and mobile living thing alive. However, more than a year ago they gave us indoor plants as a gift in a landless support, and their lifespan has exceeded our expectations.
They can spend a week without watering (although they lose some leaves). So what has changed?
Pafcal plants are in the “soil”. It is basically a sponge-like material that acts as a substitute for the soil, capable of retaining moisture for those who forget to water their indoor plants.
This media was created by Midorie, a Japanese company that came to Malaysia in 2017. Since then, Midorie Malaysia has become more than just a plant retail and online store.
He currently runs his own café (Mori Kohi), vegetable farm (Vegetori), plant gallery (Midorie Gallery) and event area (Supēsu).
The tropical climate creates greenery
Toyota started biotechnology research in 1987, and Suntory, a beverage conglomerate, was trying out the green business in 2008. The two merged and became a joint venture in 2012, creating the birthplace. Midorie.
Expanding to the SEA, Midorie chose to establish its headquarters in Malaysia because of its geographical location not affected by typhoons or severe flooding. Thus, making it suitable for agricultural development throughout the year.
Malaysia is also in third or fourth place in terms of greening (by turning trees or other vegetation into greener areas) in the SEA region, and has a lot of room for development.
That’s what Desmond Seok, managing director of Midorie Malaysia, who graduated from Japan, is looking to bring high-tech Japanese products to the Malaysian market.
“The Malaysian government encourages people to protect the environment and save energy in their policies. Midor hopes to make a contribution and respond to national policies in this regard,” added Desmond.
Sprouting at a good speed
In addition to selling innovations that make it easier for beginners to care for plants, Midorie also sells indoor plants through online and offline stores. The company provides gardening services, installs plant walls, and also sells self-watering pots.
Midorie Malaysia pays more attention to retail businesses compared to branches in other countries that pay more attention to green space projects.
You know: Greening projects are mainly concerned with the development of products or the development of technologies aimed at reducing greenhouse gas emissions or supporting the use of clean energy.
But getting Midorie out of Malaysia off the ground was no easy task. In the early years, the group participated uninterruptedly in exhibitions and events, demonstrating Pafcal technology and how it is used and cared for.
In 2018, he partnered with Midorie Owls cafe Opening a Midorie x The Owls Cafe at MyTOWN Mall. The space allowed customers who came to have a drink to see Midori’s products as well, and Desmond said it greatly improved the brand’s image.
As the company’s core value is to raise awareness, Midorie launched its “1 Person 1 Plant” event in 2019. He won the favor of several KL shopping malls, which helped the company and helped Midorie achieve remarkable results.
Then came the 2020 pandemic, which sparked new hobbies among Malaysians stuck in the blockade. Midorie had surpluses in gardening products, plants, and Pafcal orders for those who ventured into the hobby of gardening.
“We were actually selling faster than we could recreate,” Desmond told the Vulcan Post.
Expands to build a paradise
Since the pandemic, Malaysians have also taken an interest in healthy eating and improving their well-being. Desmond also noticed this trend, idealizing the construction of a green cafe with a design style in favor of greenery and gardening.
In collaboration with a restaurant friend who owns a vegetable farm, Desmond rented a bungalow called “Midorie Paradise” in KL to start the whole business.
With around RM3 million in capital for the renovation and furniture of the site, Midorie Paradise includes 5 concepts:
- Mori Kohi – a Japanese-style cafe;
- Bar Moku – informal cocktail bar with garden;
- Plant – vertical plant;
- Midorie Gallery – a retail gallery of his plants;
- Supēsu – a small event for 50 people.
“Under the premise, there is room for change. Midorie uses a different way for customers who come to Mori Kohi to continue to pay attention to Midori’s charm. After tasting the food, go shopping [the gallery], buy some healthy ingredients, and learn about Midorie’s Pafcal farming. ”
In addition, workshops and interest classes such as flower arrangements, tea events or music events are held at the event site to promote cultural exchanges in the community.
Eyes on the F&B brand
Since its launch in 2021, Mori Kohi’s performance has been three times higher than expected, although Desmond declined to disclose specific figures.
“This is very motivating because Mori Kohi also promoted the Midorie Gallery performance, giving the band a very good start,” he said. Desmond described the fact that this was reflected in Midorie’s collaboration with The Owls Cafe, which indirectly led to the launch of Mori Kohi.
Like Midorie x The Owls Cafe, it’s a good coffee at the forefront of what Mori Kohi does, with plenty of espresso, specialty siphon coffee, and artisanal matcha drinks. After all, Mori Kohi can return to “coffee in the woods”.
That’s why it can be said that one of the big factors driving Midorie’s retail growth is its vertical F&B. It’s likely that customers will be able to see their plant products in the store and use them in aesthetic photos before making a purchase for “Gram”.
Desmond believes this could be the case, as only the green business still needs time to grow in Malaysia. “But without Midorie, it wouldn’t be [these] 2 restaurants [providing] significant business contributions, ”he said.
Aware of the potential of his F&B business, Desmond shared that Midorie Malaysia will prioritize post-Mori Kohi pandemic growth. Of course, it will maintain its retail and online businesses while properly adjusting employee positions and improving the CPIs of various departments.
With the rapid spread of Midorie so far to different verticals, it is not known where this plant company will spread its next roots, but there is no doubt that the green element will be constant.
- Learn more about Midorie Malaysia here.
- Read other articles related to the plants we have written here.
Featured Image Credit: Midorie Malaysia
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