Made from love and persistence

Debbie Wong and Wes Johnston’s journey with their health supplements business MadeFrom has been a three-year, time and energy intensive process. But they’re immensely proud of their progress so far.

As Singapore-based parents, Debbie and husband Wes struggled to find health supplements for their three young girls Mikaela, Honor and Pippin that not only tasted good and had natural ingredients, but were also easy to take.

“Anything that appeared ‘natural’ often failed to deliver in terms of taste or child-friendly formats,” recalls Debbie, “which led to money being wasted on products that our kids refused to eat.”

They knew other parents were in a similar situation, so three years ago they made the decision to research and launch their own health supplements business MadeFrom.

Extensive research was necessary from the get-go, and Debbie admits that her corporate law background was very useful.
“Those earlier years in law also provided me with some of the skills I needed to navigate the highly regulated supplements market as well as review research papers and analyse ingredients and formulations.

“It wasn’t just research into the science of nutrition and health either,” she says, “but also into what children enjoy eating. It was essential to create a product that was as delightful as it was beneficial.”

Debbie involved expert formulators from the nutraceutical, food technology and nutrition space, and partnered with a manufacturer who shared their commitment to clean, food-based nutrition and was keen to help bring a unique product to market.

“There was a lot of trial and error, countless iterations, and numerous tastings with the toughest, but most honest critics – children,” Debbie remembers.

The step from concept to product launch was complex and time-intensive, not helped by the fact that New Zealand-born Debbie and her Australian husband Wes were both working in Singapore – their “home away from home”.

While the regulatory landscapes of New Zealand and Singapore are very similar, obtaining the necessary approvals demanded an understanding of the unique requirements in each market.

“However, going through this lengthy and arduous process means that when we bring a product to market, we’re confident that it is of the highest quality and something we’re proud of,” says Debbie.

Challenges and setbacks
Being headquartered in New Zealand means that logistics has been a significant challenge for the business. “Like many businesses worldwide we grappled with substantial delays in shipping as well as supply chain issues,” says Debbie, “which really tested our resilience and adaptability.”

Their business launch was delayed, but that allowed them more time to work on other aspects, so they were better prepared overall.

Leaving out the ‘bad stuff’ meant that product development took a long time too. “But the upside is that we can now say we have the only 100 percent natural Vitamin C gummies on the market,” says Debbie.

MadeFrom currently caters to three markets – Singapore, New Zealand and Australia – which is a challenge from a marketing point of view.

“Our location in Singapore was definitely instrumental for our initial launch, and its unique retail model offered great opportunities,” explains Debbie. “The region is well known for its online shopping scene and it’s easier for new brands to enter the market there.”

Many major online supermarkets provide cost-effective ways for independent sellers to reach Singapore’s large customer base, she says, and in-person events are also effective.

“In contrast, New Zealand’s geography necessitates a more digital-focused approach due to its spread-out population. We rely on various digital marketing channels to reach our audience, showcasing our values and products online and through social media.”

MadeFrom currently caters to its Australian customers through the New Zealand website, but is actively working through the regulatory requirements for that market and hopes to offer products more directly in the not-too-distant future.

Lessons for others
Debbie’s advice for other fledgling supplement businesses is to always start with a small quantity to test the market.
Also, attend trade fairs or events where you can talk to your customer base one-to-one, she says. “More often than not, customers want to see the face behind the brand. It also offers a great opportunity to understand what your customers want or are looking for.

“Based on this invaluable feedback, you can then begin to refine your offering based on real-world insights, make changes to your product offering, or perhaps update your website to take into account customer FAQs or concerns.”

As an entrepreneur, you need to constantly be in learning mode and ready to adapt, she adds. “This is especially true for marketing. With technology rapidly changing and the rise of AI (artificial intelligence), there’s a constant influx of new platforms, algorithms and apps, each offering new and more efficient ways to engage with your customers.”

Strategies that worked yesterday might not work today, warns Debbie. “For a small start-up like ourselves, this highlights the importance of joining up with various networking/entrepreneur groups, as it was an opportunity to exchange insights.

“Also, the diverse skillsets within these networking groups often presented chances for collaborations and/or new connections.”

Future plans
Going forward, MadeFrom will expand its range of children’s supplements, and use Singapore as a launch platform into other Asian markets.

The launch strategy in New Zealand was reassessed after Eat My Lunch, their original chosen partner, closed its operations in 2022. Debbie and Wes quickly looked for other potential partners, and are excited to have formed a collaboration with two charities – Garden to Table and Trees That Count.

“They enable us to maintain our strong commitment to giving back to the community and nurturing health and nutrition among Kiwi kids, which remains at the heart of everything we do,” says Debbie.  

www.madefrom.co.nz

By Editor Glenn Baker