The marketing expert who wanted to build a healthier Malaysia, one fruit juice at a time

一个营销专家想要打造更健康的马来西亚，一次只喝一种果汁

How can businesses help people? Can they care for the planet too? Is this even possible in the 21st century? There is still hope — in tropical Malaysia, you’ll find a plantation-turned-beverage company that strives to address these questions and more with every fruit juice they sell.

企业如何帮助人们？他们关心这个星球吗？这在21世纪可能实现吗？或许仍有希望。在位于热带的马来西亚，你会发现一家由种植园转为饮料公司，致力于解决这些问题，并通过销售每一种果汁解决更多问题。

Brotani places sustainability front and centre of its business. All the waste produced from processing the bottled juices are collected to be turned into compost for organic fertilisers. Their homegrown MD2 pineapple crowns are then reused to grow more trees for the next batch of fruit juice.

Brotani将可持续发展置于其业务的前沿和中心。加工瓶装果汁产生的所有废物都被收集起来，制成有机肥料的堆肥。他们自制的MD2菠萝树冠再利用，种植更多的树木，用于下一批果汁。

But that’s not all that makes them unique — the brand is also known for its out-of-the-box marketing tactics. The man behind the ideas? Aizat Long Abd Halim, who turns 27 this year. Although he knew from the start that nine-to-five is not for him, Aizat (as he prefers to be called) dabbled in computer science and engineering before shifting his sights to marketing.

但这并不是他们唯一的原因——该品牌也以其开箱即用的营销策略而闻名。创意背后的人？今年27岁的Aizat Long Abd Halim。尽管从一开始他就知道朝九晚五不适合自己，但艾扎特（他更喜欢别人这样称呼）在将目光转向市场营销之前涉足了计算机科学和工程。

“I feel that marketing is an integral part of a business. If it’s done right, it could boost your brand or business so you can gain a competitive advantage over your competitors. I’ve learned a lot of valuable knowledge over the years which I am currently applying to my current business,” Aizat shared, referring to his decision to study marketing at the University of Kent.

“我觉得营销是企业不可或缺的一部分。如果做得好，它可以提升你的品牌或业务，这样你就可以获得比竞争对手更具竞争力的优势。多年来，我学到了很多宝贵的知识，目前我正将这些知识应用于我目前的业务，”艾扎特在谈到他决定在肯特大学学习营销时这样说道。

Going to the city where dreams are made of

去梦想所在的城市

Growing up, Aizat was enamoured by New York. When the opportunity to study there came about, he snapped it. “We’ve all heard the saying, ‘If you can make it here, you can make it anywhere.’ And I believe that is completely true,” he says. “Today, the city is considered a centre for the best technological, scientific, financial, legal, and medical minds in the world.”

在成长过程中，艾扎特被纽约迷住了。当到那里学习的机会来了，他欣然接受了。“我们都听过这样一句话，'如果你能在这里成功，你就能在任何地方成功。‘我相信这是完全正确的，”他说。“今天，这座城市被认为是世界上最好的技术、科学、金融、法律和医学人才的中心。”

It was during his MBA in Marketing stint at Adelphi University that the Malaysian deepened his knowledge and expanded his worldview. “The thing that I enjoyed most being an international student is the opportunity to make friends with both locals and internationals,” he says. “I was able to make life-long friends and network, which can lead to more career opportunities.”

正是在他在阿德尔菲大学攻读营销MBA期间，这位马来西亚人加深了他的知识，扩大了他的世界观。“作为一名国际学生，我最喜欢的事情是有机会与当地人和国际人交朋友，”他说。“我能够结交终身朋友和关系网，这可以带来更多的职业机会。”

Had Aizat not studied abroad for both his bachelor’s and master’s degree, he would not have had the vision that led to Brotani’s popularity and growth. As the sole owner of the business, Aizat is supported and surrounded by the right people but it was the international exposure at Adelphi University that shaped him into the marketing expert he needed to be to bring Brotani to greater heights.

如果艾扎特没有在国外攻读学士和硕士学位，他就不会有导致布罗塔尼受欢迎和成长的远见。作为该公司的唯一所有者，艾扎特得到了合适的人的支持和包围，但正是在阿德尔菲大学的国际曝光将他塑造成了营销专家，他需要成为这样的营销专家，才能将布罗塔尼推向更高的高度。

Towards a healthier Malaysia, one juice at a time

迈向更健康的马来西亚，一次一杯果汁

Aizat’s advice for would-be entrepreneurs is to never give up: “You need to do your in-depth market research of the industry that you are planning to venture in. Learn the trends and demands of the product or service that you want to offer. Don’t forget to dive into the numbers either. Ideally, get yourself a mentor to guide you through the process.”

艾扎特对潜在企业家的建议是永远不要放弃：“你需要对你计划涉足的行业进行深入的市场调查。了解你想要提供的产品或服务的趋势和需求。也不要忘记深入研究数字。理想情况下，找一位导师来指导你完成整个过程。”

Don’t be afraid of long hours too. “Just keep going. You’ll make mistakes along the way but look at it as motivation instead of just giving up when things go wrong,” he says. “I’ve made many mistakes along the way and I wouldn’t change it even if I could. I feel that these mistakes taught me a lot of valuable lessons as a result. These mistakes made me a better entrepreneur.”

也不要害怕长时间工作。他说：“坚持下去。一路上你会犯错误，但要把它看作是动力，而不是在事情出错时就放弃。”。“一路上我犯了很多错误，即使可以，我也不会改变。我觉得这些错误给了我很多宝贵的教训。这些错误让我成为了一个更好的企业家。”

Brotani, famous for its Pina Lima juice, is now hurtling towards a major upscale from e-commerce to physical stores. Plans are in place to open up their very first pop-up juice bar, says Aizat. “We are also looking to bring in new flavours to increase our product range. In terms of branding, we are planning to do more collaborations with both local and international brands to widen our audience reach.”

布洛塔尼以其匹纳利马果汁而闻名，现在正朝着从电子商务到实体店的主要高档市场飞奔。艾扎特说，他们计划开设第一家弹出式果汁酒吧。“我们还希望引入新口味，以扩大我们的产品范围。在品牌方面，我们计划与本地和国际品牌进行更多合作，以扩大受众范围。”