Brand Name: Natural & JBF.JBF stands for Johor Bahru Farm /Jubilee Food Marketing. Johor Bahru Farm incorporated in 1982 was mainly set up to rear cows for the sole purpose of producing milk for the Malaysia local market. Simpang Realty is the company who initiated the formation is itself a farming company. In 1984 James Liew was asked to join the company as their managing director but was turned down. In 1985, James Liew took over 51% of Johor Bahru Farm shares and became the managing director. As the farm was not making any profit due to the lack of milk from the cows, milk had to be bought from the Malaysian Milk Collecting center (MCC). Johor Bahru Farm, a producer became a buyer and JBF decided to turn the company into a milk processing company, processing fresh milk for the local market rather than producing milk. The brand JBF fresh milk was then founded.In 1987 Bukit Garing Dairy, a KL based fresh milk processing company which had suffered huge loses at that time, approaches JBF to merge. JBF turned down the offer and ultimately James Liew took over the entire operation in KL of Bukit Garing and set up a marketing company named Jubilee Food Marketing, which is initial JBF. This took place in March 1988 and Jubilee Food Marketing at that time was the only company selling fresh milk from Johor.In the years to follow, demand for fresh milk increases tremendously but supply was so scarce that there is a big shortage. Susu Lembu Asli, a local company who has strong ties with the MCC has the privilege to receive more milk supply from MCC when it merged with a Dutch company named Dutch Lady. JBF too small and weak to do anything at that moment was at the verge of collapsing. James Liew the managing director took a very drastic step and twisted the company into a beverage producer and stop processing milk. JBF then started selling its fresh juices to supermarkets and disco /karaoke throughout the country and became second to none in the supply of fres
