DRIVEN by a deep sense of purpose, Alfred Phua co-founded Vanilla Impact Story with a heartfelt mission of empowering the poor and marginalised.
Through various farming projects methods, especially the cultivation of vanilla, he envisions not just a thriving industry, but a sustainable path toward dignity, opportunity and lasting change for underserved communities.
The origins of Vanilla Impact Story (VIS)
Phua dedicated 20 years of his life in Penang to supporting single mothers and the disabled community, initially focusing on empowering them through mushroom cultivation.
He travelled across the country to provide training, but unfortunately, the programme proved unsustainable, mainly due to logistical challenges, particularly for those in remote rural areas where transporting goods was difficult.
“In business, there’s supply and demand. We need to replenish stocks for two to three days or at least once a week.
“Therefore, we were unable to continue with the programme (mushroom cultivation) due to logistics issues,” he told Sarawak Tribune during an interview.
After the initiative ended, Phua returned to Sarawak and redirected his efforts toward vanilla cultivation, still driven by his unwavering commitment to uplift the poor and marginalised.
His mission remains the same, to ensure that the agro project that he’s implementing remains sustainable.
“Agribusiness in Sarawak has long-term potential. After mushrooms, I discovered vanilla — an ideal crop not only because it thrives in local conditions, but also because it’s highly adaptable to village settings
“Borneo has the biggest collection of orchids in the world and vanilla is one of them. It also has a long shelf life, premium and of good quality,” he said.
Through Vanilla Impact Story (VIS), Phua continues to champion the underprivileged.
“The goal has always been to give back to society. The best way to help is to teach them how to fish — so they can sustain themselves and reclaim their dignity,” he said.
The first vanilla farm under VIS started in 2022 with pilot project in Sibu followed by contract farming in Kuching, Serian and Bau. Sibu’s vanilla farm is partially supported by Yayasan Hasanah.
In Sibu, Phua collaborates with marginalised communities and ex-convicts by engaging them as contract farmers, providing them with a means of empowerment.
Vanilla cultivation, he noted, is also land-efficient — requiring only one to two acres to begin.
Borneo – the best place to cultivate vanilla
According to Phua, vanilla is highly suitable for Borneo. The criteria? Right climate and no natural catastrophes.
Phua pointed out that major vanilla-producing countries such as Mexico, Tahiti, Madagascar, and the Pacific Islands often contend with recurring natural disasters like earthquakes and typhoons, or internal issues such as civil unrest.
In contrast, Borneo offers a stable environment with the ideal climate for vanilla cultivation.
In Borneo, specifically Sarawak, Phua said the focus is on growing the vanilla tahitensis species, contrary to the vanilla planifolia species which is mostly grown in Madagascar, Mexico, and in Indonesia.
He explained that the Vanilla tahitensis species is exceptionally rare, making its presence in Sarawak a remarkable breakthrough for local growers.
He also noted that their cultivation includes a smaller portion of the planifolia variety.
Phua began cultivating vanilla in his own compound and partnered with another grower, observing that there were very few, if any, vanilla farmers across Malaysia at the time.
“It’s only in the past five years that a small number of people, including myself and one or two others, have started growing vanilla on a more commercial scale,” he added.
Redefining farming: Beyond the niche and stereotypes
While vanilla cultivation is not entirely new, Phua acknowledges that its presence remains relatively unknown in Malaysia.
Unlike more established crops like cocoa, which often receive government support and grants, vanilla has yet to gain similar recognition.
He hopes that over time, the authorities will begin to acknowledge vanilla as a valuable agricultural commodity. Despite some support and exploration into vanilla farming, broader institutional recognition is still lacking.
Determined to break traditional stereotypes associated with farming, Phua draws from his background as a social worker to inspire a new generation — particularly young people — to take part in agriculture, especially vanilla cultivation.
His mission goes beyond profit as he aims to share the benefits of vanilla farming with the wider community.
“Our goal is simply to sustain the vanilla ecosystem — and we’ve already proven that it can be done.
“With our abundance of land and the potential of our youth, I believe we can change the narrative around farming. Being a farmer isn’t just about working under the sun or rain — it’s time we shift that mindset,” he added.
Expanding the vanilla ecosystem: From farm to products and café
Phua shared that a complete vanilla supply chain is already in place. As part of his broader mission to promote vanilla, he co-founded Kairos Agriculture during his time in Penang.
As part of his broader mission to promote vanilla, he co-founded Kairos Agriculture during his time in Penang and alongside some marginalised youth.
Today, their range of products includes vanilla extract, powder, premium vanilla-infused coffee, vanilla pods, keto sweeteners, massage oil, hand sanitiser, mosquito repellent, and perfume. These products are already available in the Malaysian market.
“For the beans, we sell Grade A directly, while Grades B and C are processed into value-added items like vanilla coffee and perfume.
“We’ve already rolled out an entire series tailored for local consumers,” he explained.
Currently, the team is focusing on developing a vanilla-based moisturiser and a sample has been submitted to a factory in China.
“It’s already in the research and development phase. We’re concentrating on this single product and are collaborating with a West Malaysian factory for mass production.
“In colder climates like China, moisturisers are in high demand, especially among women. If our product gains traction there, it could be a major breakthrough,” he said.
Looking ahead, Phua said a vanilla-themed café is also in the works at Puncak Borneo and will feature two farmhouses and a homestay, offering visitors a full vanilla experience.
The concept is modelled after a similar café run by Kairos Agriculture in Penang.
“This initiative is part of our effort to promote local products—especially Borneo’s own coffee and vanilla,” Phua added.
The third instalment of the series will highlight insights from authorities and stakeholders regarding their efforts to promote vanilla cultivation and support local vanilla farmers.
