The Freshmen Company · Est. 2019, Selangor

Pick of the day.
Every day.

A Malaysian B2B fresh-produce and mushroom supply partner for professional kitchens — daily delivery, disciplined cold-chain, and a full pantry of 200+ SKUs, one accountable supplier at a time.

Explore Our Range

Founded: 2019
Reach: 100+ outlets
Cadence: 6 days / wk
Range: 200+ SKUs

§ 01 · About Us

A Malaysian B2B fresh-produce and mushroom supply partner for professional kitchens.

Freshmen Marketing Sdn Bhd was founded in 2019 as the local marketing arm of Hor Fung Naturefresh, a mushroom cultivator with more than ten years of growing experience. From day one our purpose has been simple: get fresh, locally-grown mushrooms from farm to professional kitchen with the discipline that perishable produce demands.

Today we operate as a category-focused supply platform connecting local farms — Hor Fung Naturefresh, Heveagro, Hokto, Grusonn — with HORECA buyers across Malaysia. Around mushrooms we have built a daily-rhythm distribution business that also carries vegetables, fruits, and selected fresh items, supported by chilled trucks and cold-room infrastructure.

Our work is operationally boring on purpose. Cold-chain integrity, accurate orders, on-time deliveries, and customer-specific pricing are not glamorous — but they are what professional kitchens need every day. The reward of doing them well is trust that compounds.

Headquarters

Sungai Buloh, PJ

Four capabilities that already work together — not a roadmap, an operating reality.

We earn through produce margin today and expand into higher-value services around logistics, data, and sourcing. Underneath it all sits the same operating posture: temperature-protected, accurate, accountable.

01

Core Distribution

Daily supply of mushrooms, vegetables, fruits, and selected fresh items to HORECA and professional kitchens. Customer-specific catalogues, daily order rhythm, and accountable delivery.

Active · Daily fulfilment

02

Cold-Chain Operations

Cold rooms and chilled trucks protect temperature-sensitive produce from arrival to delivery. Two operating cold rooms and a chilled truck fleet support consistent, premium quality.

Active · Two cold rooms · 3+1 trucks

03

Farm Marketing Arm

Direct supplier relationships with local growers — Hor Fung Naturefresh, Heveagro, Hokto, Grusonn — and a future role as a demand aggregator that helps farms plan and reduce waste.

Active · Local + imported supply

04

Digital Ordering Layer

JET-O — our ordering system in development — turns WhatsApp order chaos into structured orders, delivery orders, billing, and demand data. Built to remove admin error, not replace people.

In development · 2026 pilot

§ 03 · Range

A full daily pantry — over 200 SKUs across produce, mushrooms and seasoning.

One delivery, one invoice, one accountable supplier. Vegetables, fruits and fresh produce form the backbone of the daily order; mushrooms move at high velocity through HORECA; spices and dry groceries round out the kitchen pantry.

§ 01 · Backbone 90+ SKUs · Daily

Fresh Vegetables & Fruits

Leafy —: Tong ho, Choy sum, Bok choy, Romaine, Kale, Spinach
Roots & Bulbs —: Carrot, Sweet potato, Radish, Garlic, Ginger, Shallot
Fruiting —: Capsicum, Cili, Tomato, Cucumber, Eggplant
Fruits —: Lemon, Lime, Apple, Seasonal imports

§ 02 · Specialty 13 varieties · Signature

Mushrooms

Signature —: Enoki, King Trumpet, Grey Oyster
Daily —: Shiitake, Shimeji, Brown Shimeji, White Button, Portobello, Swiss Brown
Specialty —: Lion's Mane, Black Ear, White Crab, Maitake

§ 03 · Finishing 60+ SKUs · Pantry-stable

Spices & Seasonings

Whole & Ground —: Black pepper, White pepper, Cumin, Coriander, Star anise, Cinnamon
Dry Herbs —: Bay leaf, Thyme, Oregano, Rosemary, Curry leaf
Seasoning —: Salt blends, Soy, Vinegar, Cooking oils, Stock bases

§ 04 · Pantry 40+ SKUs · Replenishment

Dry Groceries

Staples —: Rice, Noodles, Flour, Sugar, Sago
Canned & Bottled —: Tomato, Coconut milk, Sauces, Pastes
Sourcing —: Selected import & local sourcing

Temperature integrity is a daily promise, not an exception.

Fresh produce loses value the instant the chain breaks. Two cold rooms and a fleet of chilled trucks let us hold quality from arrival through delivery — the same posture, every day, regardless of route or weather.

2

Cold Rooms

Chilled & frozen handling

3+1

Chilled Trucks

Owned cold-chain fleet

6/wk

Delivery Cadence

Six days a week

100+

Outlets Reached

HORECA & retail

Operating SOPs

Order consolidation
Multiple chats reconciled into structured daily orders.
Customer-specific pricing
Account-by-account price sheets, weekly costing review.
Two-person checks
DO-to-invoice matching and shortage logs.
Replacement sourcing
Multi-supplier network minimises stock-out risk.

Quality Controls

Cold-chain integrity
Continuous temperature handling, arrival to delivery.
Stock rotation
FIFO discipline, shelf-life-led picking.
Same-day visibility
Shortage and rejection workflow with customer notice.

"Operationally boring, repeatable, and unforgiving — that is exactly where defensibility is built."
— Operating Posture, Freshmen, 2026

§ 05 · Who We Serve

Trusted by professional kitchens across Malaysia.

Premium hotpot, Korean and Japanese hospitality groups, casual dining brands, and clean-living grocers — all built around the same need: fresh, on-time, accountable.

Farm & Sourcing Partners

Hor Fung Naturefresh

Anchor Cultivator

Heveagro

Local Supply

Hokto (Malaysia)

Specialty

Grusonn

Local Cultivator

"Local farms, professional kitchens, and disciplined cold-chain — the bridge that makes Malaysian foodservice procurement reliable."

§ 06 · Our Commitment

To become Malaysia's most trusted farm-to-professional-kitchen network.

We help local farms reach better customers, help chefs buy with confidence, and help the foodservice supply chain become cleaner, colder, faster, and more data-driven. The work is daily; the standard is the same regardless.

Farm Access

Preferred grower relationships and a market role for local mushroom champions.

Cold Chain

Temperature integrity, owned trucks and rooms, SOPs that protect quality.

HORECA Trust

Daily reliability, fast response, and customer-specific accountability.

Order Data

Structured ordering and demand forecasting — value compounds with use.

"Pick of the day. Every day."

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Pick of the day.Every day.