KERUPUK KELUARGA

BELITUNG

KERUPUK KELUARGA BELITUNG

Kerupuk cap Keluarga (Family brand snack crackers) have a long history. As a food industry that has grown from small to large, the business journey of its founders, Huang Yatian and Zhang Jilian, began with the end of their previous careers. It is said that at that time, due to well-known reasons, all Chinese schools in Indonesia were closed, and the small island of Belitung was not immune. Like many Chinese school teachers at the time, Huang Yatian and Zhang Jilian were also hit by unemployment. In order to face the challenges of real life, they worked hard to explore and try again and again. Belitung Island is surrounded by the sea, and going out to sea to fish has become a unique place for locals to plan. So bidding farewell to the classroom homework seawall became the choice of the unemployed teacher Huang. In order to support her husband‘s new fishing business, Teacher Zhang was also creative and processed the fish and shrimp into biscuit snacks. After several practices and improvements, in 1970, their product manufacturing industry began to be marketed as a family food industry. Both in terms of production and marketing, it has begun to take shape, and has gradually been welcomed by customers and recognized by government departments.

With the passage of time and market demand, the style of products, the perfection of packaging design, and the diversification of raw materials are constantly being optimized. Fresh mackerel, squid and shrimp are good raw materials for making various seafood delicacies. Relying on the unique resources of Belitung surrounded by the sea, it has an inexhaustible and rich resource for producing delicious seafood. In 1998, as the production and sales of crackers increased, “Family“ brand was introduced as a product label for various types of products. In order to adapt to the needs of the market, cooperate and support the increase in production, and keep up with the pace of the local tourism industry, “Family“ group has now opened a number of chain stores, and many local small food retailers have also become good partners. Production and marketing have organically become a complementary whole, providing space for the survival and development of “Family“ brand. The name “Family“ itself was inspired by the founder Huang Yatian‘s admiration for the Chinese motto “A harmonious family brings prosperity“, which means that the family will be united and harmonious for generations. With a harmonious family, everything will turn into infinite beauty and prosperity.