FuKiA strengthens its growth with PUM expertise

Phuoc Ki An Co., Ltd. (FuKiA), a young and ambitious company based in Quang Nam, Vietnam, has been producing natural products since 2019. Working closely with local farmers, FuKiA specialises in turmeric starch, herbal teas, and honey tablets, playing a key role in the local agricultural ecosystem . ISO certified, the company is committed to sustainable development while delivering high-quality natural products.

Despite its growth, FuKiA faced typical start-up challenges. With just six years of experience, the company needed guidance in production management, marketing, branding, packaging, and sales. Operating mainly through a B2C model, FuKiA wanted to expand into B2B sales but lacked the experience and network to do so. The company also aimed to develop new perilla-based products. Perilla, a versatile herb with flavoursome leaves and nutrient-rich seeds, offered great potential, but FuKiA needed expertise in machinery, processing, and scaling production.

Collaboration with PUM
To tackle these challenges, FuKiA partnered with PUM and marketing expert Hugo Mooren. The goal was to strengthen operational capacity, build a professional brand, and establish effective sales and marketing strategies. Hugo explains: “I started with a thorough assessment of FuKiA’s positioning, mission, vision, and values. Through SWOT analysis, we identified strengths, weaknesses, opportunities, and threats, while filling gaps in financial data. Practical advice was given on HR, production management, capacity utilisation, sales, distributor selection, packaging, and marketing strategies tailored for both B2B and B2C.”

Results and impact
The collaboration delivered clear and measurable results. FuKiA now has a comprehensive marketing strategy that focuses on the most profitable business areas, while packaging has been upgraded to better suit market preferences. Sales techniques were refined, and the overall brand identity strengthened. With the implementation of the expert advice, doubling production should be feasible and could create an additional four full-time positions, further supporting local employment and sustainable community development. Notably, over half of FuKiA’s current workforce are women, contributing to gender inclusivity in the company.

Looking ahead
FuKiA also plans to share knowledge gained from the collaboration with local producers, cooperatives, and rural women, strengthening the regional entrepreneurial ecosystem. By connecting farmers, producers, and consumers, the company contributes to a sustainable local economy while promoting traditional Vietnamese products like turmeric and perilla.

The partnership with PUM has helped FuKiA overcome immediate challenges and set a roadmap for long-term success, positioning the company as a key player in Vietnam’s natural products sector. With enhanced production processes, marketing strategies, and a growing perilla product line, FuKiA is poised for sustainable growth while continuing to support local farmers and the wider community.