BREWING A BETTER FUTURE, one coffee at a time

He is a seasoned professional with over 30 years of senior management experience, recognized for his prowess in corporate entrepreneurship, strategic leadership, and organizational management. He holds a Master’s in International Business Administration from the United States and is completing a doctorate in Strategic Entrepreneurship at Universiti Kebangsaan Malaysia. His career spans diverse industries across both domestic and international markets, including a leadership role in one of Malaysia’s largest plantation companies.

In plantation management, he has successfully led several transformational initiatives, including the integration of advanced digital technologies with traditional agricultural practices. Notably, he was instrumental in the conceptualization and rollout of smart plantation systems that leverage real-time data analytics, IoT-enabled monitoring, and precision agricultural tools. These innovations have contributed to improved productivity, cost efficiency, and sustainability, offering scalable models aligned with emerging trends in agri-tech investment and sustainable practices.

A strong advocate for circular economy principles in agriculture, he has focused on enhancing resource efficiency, reducing waste, and promoting sustainable land use. Additionally, as a proponent of climate-resilient practices, he has been at the forefront of developing carbon credit strategies that help plantation enterprises capitalize on their sustainability initiatives while supporting global decarbonization efforts.

Equally dedicated to human capital development, he has mentored emerging leaders and led capacity-building programs designed to nurture the next generation of agribusiness professionals. His integrative approach—combining traditional agricultural knowledge with modern innovations—has empowered organizations to build adaptable, resilient, and future-ready plantation workforces.

Samir holds a Bachelor's Degree in Accounting from Universiti Utara Malaysia (UUM) and has been a registered member of the Malaysian Institute of Accountants since 2001. He is a pioneering agro-entrepreneur and a strong advocate of regenerative agriculture, with over 15 years of hands-on experience in sustainable food production systems. His journey began in 2005 with spice processing, eventually expanding into the coffee sector in 2009, where he has cultivated both Robusta and Arabica coffee varieties across Indonesia and Malaysia. He now leads commercial coffee farms in Temerloh and Janda Baik, Pahang, focusing on ecological farming methods that restore soil health, increase biodiversity, and enhance long-term farm productivity.

With a deep commitment to environmental stewardship, Samir has integrated regenerative practices such as composting, polyculture planting, minimal soil disturbance, and agroforestry into his coffee and spice operations. These practices not only improve yield quality but also support carbon sequestration and resilience against climate change. His work reflects a shift from conventional farming to systems that heal the land and empower local communities.

In 2014, he enhanced his technical mastery by training as a barista and roast master at Bon Café Academy, where he developed a unique framework comprising seven phases of coffee flavor control and modification. This framework emphasizes how cultivation and processing practices can influence flavor profiles—bridging the gap between farm and cup.

Recognized as a thought leader in sustainable agriculture, Samir was recently invited as a guest speaker at a national forum on agriculture, where he shared insights on regenerative coffee farming and its potential to transform rural livelihoods in Malaysia. He actively collaborates with smallholder farmers and community-based initiatives to transfer knowledge, build capacity, and advocate for agroecological models that prioritize both productivity and planetary health.

Samir remains deeply focused on using regenerative agriculture as a tool for rural development and economic empowerment, aiming to position Malaysia as a leading producer of sustainable, speciality-grade coffee.