THE STORY OF THE BRAND MAKER
DATO’ DR. LIM SIN BOON
From a mechanic to an entrepreneur Dato’ Dr. Lim Sin Boon has so much to tell… To the founder and CEO of GoodMorning Global Sdn Bhd, life was not a bed of roses. There were lots of ups and downs in his life! “I do not move on because there is hope ahead. I move on because I want to see the hope. This is my philosophy of life.” says Dato’ Dr. Lim. The seed of this positive thinking started to grow when he was a teenager. At the age of 16, he dropped out of high school and became a mechanic in a motor repair shop is Kluang, earning less than RM 4 per day. He did not resign to his fate as being the mechanic for the rest of his life. Instead, he believed in his power to change his destiny. In 1988, when he was 19 years old, know his own potential, he gave himself a try in the insurance industry. His strong desire for success soon pushed him to be the star of insurance. His yearly income exceeded a million in 1991 and broke a lot of records in the insurance sector in 1993. However, the mergers and acquisitions of the insurance company in 2002 made him leave his career. This was indeed a big blow to him, after all, he had dedicated his 14 previous years in this line. After leaving the insurance field, he invested a large sum of money in the construction industry, hoping to earn “big and quick” money like others. However, things turn out contrary to the way he wished, he failed and lost his fortune this time. These consecutive setbacks did not defeat him. He started to self-examine himself to find out the reason for these failures. He realized that everything will be in vain if the almighty does not give a hand, no matter how hard one tries. And the only way to make the almighty help one is to do the “right” thing.
Choosing the right path
Insurance can help people to reduce their financial burden when diseases or misfortunes happen in the ‘future’.
Health care can help people to prevent themselves from having diseases at the very present moment.
In his mindset, health care business is more constructive and more meaningful than the insurance.
“I have a strong feeling that this is the right road that I should take. I can help people and myself to gain good health.” “According to the statistics, only 5% of Malaysians lay emphasis on health care, the other 95% of the market share is awaiting us.” Thus, the idea of setting up a health care company was immediately put into practice. On 1 July 2008, he established GoodMorning Global Sdn Bhd as an MLM company and became an entrepreneur. During the first 4 years, the company had brought in 17 kinds of direct sale health products. However, due to the MLM system, the price of the products was marked up and most profit went to the direct sale agents but not to the end users. Though the product were really high-quality, the repeat sales were not satisfying because the customers could not afford the price.
The Story of the Brand
“I started to think again whether it was the right system.” At that critical moment, the appearance of the 18th product, GoodMorning Vplus 18 Grains enlightened me.
“Grains are god-gifted food which can bring health. Grains can be the right product to change the company system!” “In 2012, I made an earthshaking decision. I changed GoodMorning Global from a Single Level made, all 500 direct sale agents left the company except James Pang, the loyal agent who has faith in our product.” “It proved that my buddy, James Pang made the right choice. GoodMorning® Vplus 18 Grains does not disappoint us. GoodMorning Vplus is now a popular brand product in the grains market.” “GoodMorning® Vplus 18 Grains is a brand that I created. As a brand leader, I have to be creative and dynamic. I promise to build this precious brand to be stronger, even more sustainable and successful, through the thick and thin of times! The brand deserves it.” GoodMorning® Vplus 18 Grains is a nutritious drink made up of 18 different beans and grains along with 5 active ingredients- red beet roots, soya lecithin, calcium, fructooligosaccharides (FOS) and fibersol 2.
It is 100% Natural, no preservatives, no coloring, white sugar free, lactose free, good aroma and tasty, convenient to drink. It really lives up to its slogan “Nutritious can be Delicious. Healthy Grains, Happy Life!” After the change of the marketing system, people can purchase GoodMorning Vplus 18 Grains at fair and affordable price. Many people have gained their health back from drinking grains and shown their gratitude through verbal or written testimonial. “I feel very happy and contented. The right thing cannot be wrong and likewise, the wrong thing cannot be right.” says Dato’ Dr. Lim Sin Boon.
Vision & Mission
GoodMorning Global®’s Vision and Mission Statement
To be a world leading Food-tech and multigrain company, by delivering wellness to consumers and creating values for shareholders
• To Unlock values of multigrain and provide consumers with the most nutritious, tasting, healthy, and safety choices in beverage category
• To unlock potentials of Food-tech and provide consumers with the most nutritious, tasting, healthy, and safety choices in a wide range of food and beverage categories
‘Together we build a healthier and happier life with the love of multigrain and unlimited potentials of Food-tech …’
Board of Directors
PROFILE OF GROUP EXECUTIVE CHAIRMAN & FOUNDER
Y.Bhg. Dato’ Dr. Lim Sin Boon
DIMP, SWSU (Hon.), SBStJ
Y.Bhg. Dato’ Dr. Lim Sin Boon (Dato’) is the Founder and Chief Executive Officer of GoodMorning Global since 2008, a multi-grain based manufacturing and trading company. Dato’ has more than 20 years of experience as a marketer and entrepreneur.
Title: Dato’ awarded “Darjah Indera Mahkota Pahang” by KDYMM Sultan Pahang on 18 October 2013.
He is also an avid believer in personal and social responsibility. He is an Area President in St. John Ambulans Malaysia, President of Kiwanis Club of Kluang and Honorary Advisor of Persatuan Bekas Penuntut SJK(C) Pa Yai.
Dato’ was also a winner of Asia Pacific Top Chief Executive Officer Award in year 2009, and also a “Leader of Health Food Industry” by The Malaysia Book of Records in year 2016.
Dato’ does not presently hold any other directorship in public companies and listed corporations.
Current Position and awards in NGO
1) St John Ambulans Malaysia, Kawasan Pantai Selangor Position The Vice President of St John Ambulans Malaysia, Kawasan Pantai Selangor 2010-2014 The Deputy President of St John Ambulans Kawasan Pantai Selangor 2014 In recognition for his service to St John, Dato Dr. Lim Sin Boon was awarded the following: i) In-house Award Grade 4 in 2012 Grade 2 in 2015 ii) International Award Her Majesty the Queen, the Sovereign Head of the Most Venerable Order of the Hospital of St John of Jerusalem sanctioned Dato’ Dr. Lim Sin Boon as a Serving Brother S.B.St.J, in 2015
2) Kiwanis The President of Kiwanis Club of Kluang 2015-2016
3) Schools Honorary Advisor For the past few years, he has been graciously sponsoring the school activities and school learning facilities. In appreciation to his selfless contribution, he is appointed as the honorary advisor of the following schools: i) SJK ©Pa Yai, Kluang ii) Chong Hwa High School, Kluang
PROFILE OF GROUP CEO cum CFO
Dr. Charles Fang Chin Cheng
Ph.D, Banking & Finance
• International Industrial Development, Policy, & Diagnosis Expert (Austria, United Nations Industrial Development Organization Headquarters, 2012-22)
• Senior Corporate Advisor, Energy Transition, Decarbonization, & Local Content (Oman, Petroleum Development Oman (PDO), 2022)
• Cabinet-appointed Lead Economic Affairs Advisor to Vice Minister (Oman, Ministry of Commerce, Industry & Investment Promotion, 2018-22)
• Economic Affairs Advisor & Country Project Manager (Qatar, Gulf Cooperation Council (GCC) -Gulf Organization for Industrial Consulting (GOIC), 2019-20)
• Doctor of Philosophy (Banking & Finance) (Australia, University of New South Wales)
• New Structural Economics Professional (China, Peking University, Institute of New Structural Economics)
• Accounting, Statistics & Econometrics (Australia, Monash University)
• Bilingual Professional (China, University of International Business and Economics)
PROFILE OF ADVISOR
Y. Bhg. Tan Sri Dato’ Seri Dr Ting Chew Peh
Y. Bhg. Tan Sri Dato’ Seri Dr Ting Chew Peh was appointed as Advisor to Good Morning Global Sdn Bhd in May 2012.
Y. Bhg. Tan Sri Dato’ Seri Dr Ting Chew Peh graduated with a Bachelor of Arts Degree from the University of Malaya in 1970 and obtained a Master of Science Degree from the University of London in 1972. He also holds a Doctorate in Philosophy, which he obtained from the University of Warwick in 1976.
Y. Bhg. Tan Sri Dato’ Seri Dr Ting is a member of the Malaysian Institute of Directors.
Y. Bhg. Tan Sri Dato’ Seri Dr Ting started his career as a lecturer in the Faculty of Humanities and Social Sciences at the UniversitiKebangsaan Malaysia from 1974 to 1980 and was subsequently an Associate Professor at the Faculty until 1987.
On the other hand, Tan Sri Dato’ Seri Dr. Ting also was being elected as Minister of Housing and Local Government from 1990 till 1999.
PROFILE OF SENIOR CORPORATE ADVISOR
Y. Bhg. Datuk Seri Garry K.S. Chua
Datuk Seri Garry K.S. Chua was appointed as GoodMorning Global Holding Berhad Senior Corporate Advisor in June 2018.
Datuk Seri Garry K.S. Chua is a graduate of Chartered Institute of Marketing (CIM – UK). He has very extensive and in-depth experiences in Retail-Business, Food & Beverage Sector and Building Industry formany years (since 1978).
With his vast experiences, Datuk Seri Garry K.S. Chua is the President of the prestigious Malaysia Retail Chain Association (MRCA) 2016-2018. With his instrumental efforts and extensive networks, the MRCA membership experienced a surge from 290 members to almost 500 companies, with more than 25,000 stores nationwide. In view of his great contributions, he has been unprecedentedly re-elected for a 2nd term in MRCA as the President for 2018-2020.
Datuk Seri is also the Founding President of the World Federation for Overseas Chinese Association – Malaysia Chapter and Honorary President for the World Wushu Championship 2013 hosted in Kuala Lumpur, whereby Malaysia won four (4) Gold, five (5) Silver and five (5) Bronze.
Throughout his career, Datuk Seri has gained and conferred with several awards. The notable ones are Seri Mahkota Wilayah (S.M.W.) Award by DYMM Yang Di-Pertuan AGONG, International Entrepreneur Excellence Award, Global Leadership Awards 2017, Malaysia-China Silk Road 2016 Award, KIWANIS 100th Year Centenary Award
Thank you for your support
- June 3, 2019
Year 2019 : MeSTI Certification
We are proud to announce that we have achieved MeSTI certification!GoodMorning 18 Grains, your healthy and trusted choice!
- January 19, 2019
Year 2019 : The Malaysia Book of Records – Largest Multi-Grains Based Product Company
We are pleased and honored to be listed in Malaysia Book of Records as Largest Multi-Grains based product company. Thank you for your continuous support and trust!
- December 12, 2018
Year 2018 : No.1 Multi-Grains Beverage Brand In Malaysia
GoodMorning was No.1 Multi-Grains Beverage Brand in Malaysia for 2 consecutive years in 2017 with 69.2% market share. According to research study by Providence Strategic Partners Sdn Bhd
- June 2, 2018
Year 2018 : MRCA Membership
Certify that GoodMorning Global Sdn Bhd by virtue of the membership to Malaysia Retail Chain Association is entitled to all rights and privileges prescribed by the Constitution and Policies as Associate Member.
- December 28, 2017
Year 2017 : Asia Halal Brand Awards – Best Grains-Based Product
We are pleased and honored to be awarded「Best Grains-Based Product」by Asia Halal Brand Awards 2017! Thank you for your continued support and trust!
- December 18, 2017
Year 2017 : Malaysia Health & Wellness Brand Awards
The inaugural Malaysia Health & Wellness Brand Awards 2017 is endorsed by the Ministry of Health Malaysia, Malaysia Health Society, Nutrition Society of Malaysia, Branding Association of Malaysia, Malaysian Chinese Medical Association and Malaysian Pharmaceutical Society.
- December 12, 2017
Year 2017 : No.1 Multi-Grains Beverage Brand In Malaysia
GoodMorning was No.1 Multi-Grains Beverage Brand in Malaysia in 2016 with 58.7% market share. According to research study by Providence Strategic Partners Sdn Bhd
- July 2, 2016
Year 2016 : Leader of Health Food Industry Award
On 2nd July 2016, Dato’ Dr. Lim Sin Boon was awarded the “Leader of Health Food Industry” by The Malaysia Book of Records. It is a project with the concept created in line with the government’s call to private sectors to play its role in Nation Building towards Vision 2020 and, it is related to
- May 21, 2016
Year 2016 : The Malaysia Book of RecordsThe First Evening Paddy Field Dinner
On 21st May 2016, GoodMorning Global was the honorary sponsor and collaborated with OhYeah Media to break the record of “The First Evening Paddy Field Dinner”. It was presented by The Malaysia Book of Records. It is a project with the concept created in line with the government’s call to private sectors to play its
- March 10, 2016
Year 2016 : The BrandLaureate SMEs BrandLeadership Award 2015-2016
On 10th March 2016, The BrandLaureate conferred GoodMorning Global with dual awards “The World’s SMEs BestBrands Award 2015-2016 in Lifestyle – Wellness Solutions” and “The BrandLaureate SMEs BrandLeadership Award 2015-2016” Creating Waves In The World of Brands & Branding. The BrandLaureate Awards represents the very best that the world of branding has to offer. The
- October 23, 2015
Year 2015 : SME 100 Awards 2015 Fast Moving Companies
On 23rd October 2015, GoodMorning Global was awarded “SME 100 Awards 2015 Fast Moving Companies” by Business Media International SME. SME100 is an Annual Recognition Award programme organised by SME & Entrepreneurship Magazine – one of the best selling business magazines in Asia. The awards identify and recognise Asia’s fast moving small & medium enterprises
- October 18, 2015
Year 2015 : The Malaysia Book of Records – The Biggest Aluminium Can Replica
On 18th October 2015, GoodMorning Global achieved “The Biggest Aluminium Can Replica with the Size: Height 5.66m X Width 3.66m”. This was presented by the Malaysia Book of Records.
- October 16, 2015
Year 2015 : Golden Eagle Award
On 16th October 2015, GoodMorning Global was awarded “Golden Eagle Award 2015 Malaysia 100 Excellent Enterprises : Excellent Eagle” by Nanyang Siang Pau GEA. “Eagle” and “Ego” have similar pronunciation. Nanyang Siang Pao identifies the “eagle” in the Golden Eagle Award as a symbol of courage and strength that SMEs should strive for. An individual
- March 22, 2015
Year 2015 : The Malaysia Book of Records – The Longest Non-Stop Single Shuttlecock Hitting in Relay 12 hours
On 22nd March 2015, GoodMorning Global participated in “The Longest Non-Stop Single Shuttlecock Hitting in Relay 12 hours” and this was witnessed by the Malaysia Book of Records. It is a project with the concept created in line with the government’s call to private sectors to play its role in Nation Building towards Vision 2020
- May 27, 2013
Year 2013 : Health & Beauty Award
In 2013, GoodMorning Global won the Health & Beauty Award on GoodMorning Vplus Tin “Long Life & Healthy Drink”. This award was presented by Brand News Award.
- April 27, 2013
Year 2013 : 21st Century The Prestigious Product Quality Award
In 2013, GoodMorning Global was awarded “21st Century The Prestigious Product Quality Award” by Asia Excellence Entrepreneur Federation. “21st century The Prestigious Brand Award” is celebrated annually in April. This award is to recognise the leading international and local brands. It is a brand promotional platform established in more than 80 countries around the world
- November 26, 2011
Year 2011 : The Malaysia Book of Records – The Largest Tooth Brushing Event with Total Aim Participants
On 26th November 2011, GoodMorning Global achieved “The Largest Tooth Brushing Event with Total Aim Participants 2011” and presented by The Malaysia Book of Records. It is a project with the concept created in line with the government’s call to private sectors to play its role in Nation Building towards Vision 2020 and, it is
- March 24, 2009
Year 2009/2010 : Asia Pacific Super Health Brand
On 24th March 2009, GoodMorning Global was awarded “Asia Pacific Super Health Brand Year 2009/2010” by New Health 100 Magazine. The Asia Pacific Top Excellence Brand Recognition is a third-party international certification for enterprises, brands, products and entrepreneurs. It is also a strategic international platform for corporate communication among outstanding enterprises in Asia Pacific