Global Startup Unveils Innovative Approach to Local Agriculture, Highlighting Local Culinary Delights on a Global Scale
Hey there! Let's get into the lowdown on Mai Tuan Anh, the brain behind the Cusami project, where he's cookin' up a storm with some healthy, cassava-based baked foods that'll make your taste buds do the happy dance.
Mai Tuan Anh, the CEO of Yam Kitchen Co Ltd, is winning plaudits left, right, and center for his efforts in creating a range of nutritious and delicious cassava-based baked goods. These treats are perfect for peeps on a weight-loss journey, or those battling diabetes, celiac disease, or gluten sensitivity.
This guy, Anh, says he's on a mission to elevate traditional Vietnamese cuisine and add value to the humble cassava, a staple crop in his home turf, Cu Chi District in HCM City. His vision won first place at the 2024 Green Startup and Sustainable Development Projects/Ideas Competition hosted by the Business Association of High-Quality Vietnamese Goods and the Business Study and Assistance Centre.
Anh recently chatted with Vietnam News reporter Xuan Huong about his Cusami project, and his plans for the future.
Behind the Scenes: What's the deal behind this healthy baked goods venture, bro?
Mai Tuấn Anh, CEO of Yam Kitchen Co Ltd. - Photo courtesy of Anh
Anh started out tipping the scales at 93 kilos himself, with high blood fat levels, and on the brink of developing diabetes. Now he's slimmed down to 75 kilos, and his health stats are looking better than ever, all thanks to a diet with less refined starch, more fiber, and less sugar.
Looking around at his family, he saw they were all grappling with diabetes, mostly due to their diet. The overconsumption of quickly digestible starches results in fat accumulation and blood glucose spikes.
But when he suggested they switch to cassava as a healthier option, his fam found it hard to cook. That's when Anh realized there was a need for a simple, convenient solution – something like popping cassava into an air fryer for about 10 minutes, and voila, it's ready to eat. And voila, the Cusami project was born, aimed at developing a range of cassava-based foods that are both nutritious and delicious.
Moreover, as a native of Cu Chi, where cassava is a major agricultural product, Anh wanted to boost its value. Currently, Vietnam primarily exports raw cassava for industrial use. By promoting cassava-based cuisine, they can create a niche market for local cassava varieties, increasing farmers' incomes.
Cusami's baked cassava cakes are rich in slowly digestible starch and gluten-free ingredients, making them ideal for those on weight loss diets or with diabetes, celiac disease or gluten sensitivity. - Photo courtesy of Anh
Behind the Scenes: What's so special about Cusami in the food game, ya think?
The global and Vietnamese food scenes are shifting from quantity to quality, focusing on flavor, aesthetics, and health benefits. Cusami products are low in sugar, with a whopping 80% reduction compared to regular baked goods. Their goal is to create a signature line of cassava-based baked goods that'll become synonymous with Vietnamese cuisine.
Vietnam is known for beverages like tea and coffee, but it's lacking in a distinctive bakery product derived from local crops to pair with them. Although bánh mì (Vietnamese sandwiches) are popular, they depend on imported wheat flour since Vietnam doesn't grow wheat. And that's where Cusami comes in, aspiring to create bakery products made from cassava to close that gap.
Behind the Scenes: Fill us in on the nitty-gritty of the Cusami project, and its successes, chum.
Cusami introduces its healthy cassava-based baked foods to visitors at an event in HCM City. - Photo courtesy of Anh
Cusami's flagship product is cassava cakes, and they've also got cassava-based bánh giò, a type of banana-leaf wrapped, pyramid-shaped dumpling, but made of cassava instead of rice dough.
Cusami has a retail outlet on Cao Thang Street in District 10, HCM City. They've also successfully used food carts to sell cassava bánh giò, and these carts are placed in multiple locations. This initiative not only offers part-time jobs for students and local residents, but it also boosts consumer engagement.
They're planning to partner with cafés and convenience store chains like Highlands Coffee to distribute Cusami products, and they aim to expand into supermarket chains with vacuum-sealed, frozen cassava baked foods that can be reheated in air fryers.
Behind the Scenes: What challenges did you face, and what gives your products an edge in the health-focused bakery market?
Cusami sources cassava from Phú Mỹ Hưng Commune, HCM City's Củ Chi District, and plans to work with local farmers to establish a high-quality raw material zone for export. - Photo courtesy of Anh
Getting the recipe just right was the biggest challenge. It took hundreds of test batches to nail the perfect texture for their cassava cakes, ensuring a soft crust and a variety of flavorful fillings. With over seven years of culinary experience, Anh and his gang have been working on improving the texture and flavor of their products, diversifying fillings, and enhancing convenience without sacrificing a reasonable shelf life.
Cusami's production facility meets HACCP (Hazard Analysis and Critical Control Points) standards, making their products eligible for supermarket distribution. However, increasing market awareness remains a gradual process.
One of Cusami's major advantages is their cost-effective local cassava sourcing. Cassava is a widely grown yet underutilized crop in Vietnam, with 500,000 hectares cultivated annually, producing 10 million tonnes of fresh roots. By securing procurement contracts with farmers, they can reduce costs while boosting their income.
Cassava farming in Vietnam is quite organic, since farmers simply clear the weeds, plant the roots, and harvest after five or six months with minimal pesticide use. But many consumers still view cassava as a low-value crop, rather than a healthy, slow-digesting starch suitable for diabetics and those watching their weight. Cusami aims to change this perception through education and innovative product development.
Behind the Scenes: What's the plan for developing the Cusami brand, man?
Cusami currently sources cassava from Phu My Hung Commune, Cu Chi District, and they plan to work with local farmers to establish a high-quality raw material zone for export. They'll start with VietGAP certification and gradually move toward GlobalGAP or USDA Organic standards, ensuring higher purchase prices for farmers while gaining access to premium export markets.
The global weight-loss food market is valued at approximately $109 billion, and Cusami sees massive potential in serving the health-conscious. This year, they'll be focusing on social media marketing (TikTok, Facebook) and direct-to-consumer sales, highlighting their cassava-based foods as a healthy slow-carb alternative, similar to sweet potatoes and brown rice. Nutritionists and fitness coaches will help educate consumers about the benefits of cassava-based foods.
Secondly, they'll step up their product research and development to launch more exciting flavors. Currently, their cassava cakes are topped with tantalizing options like Taiwanese-style salted egg lava, Taiwanese-style pineapple jam, and cheesy beef filling. To attract more customers, especially the young 'uns, they're cooking up new dudes like tiramisu and pink guava lava filling.
Traditionally, cassava cakes have been enjoyed by the older folks. However, by integrating modern technology and high-quality ingredients, Cusami is making traditional cakes more visually appealing and flavorful, drawing in a wider audience, particularly the youngsters.
Cusami is also collaborating with partners specializing in exporting and distributing Vietnamese baked goods to the US and European markets to expand their empire internationally. VNS.
Mai Tuan Anh, the CEO of Yam Kitchen Co Ltd, is revolutionizing the food industry with his innovative, cassava-based baked goods. These products cater to people on weight-loss journeys, diabetes patients, and those with celiac disease or gluten sensitivity.
Anh aims to elevate traditional Vietnamese cuisine and increase the value of cassava, a major agricultural product in Cu Chi District, HCM City. Cusami's baked cassava cakes contain slowly digestible starch and gluten-free ingredients, making them an ideal choice for health-conscious consumers.
The global and Vietnamese food scenes are shifting towards quality over quantity, focusing on flavor, aesthetics, and health benefits. Cusami's products are low in sugar, with an 80% reduction compared to regular baked goods. Their goal is to create a signature line of cassava-based baked goods that become synonymous with Vietnamese cuisine.
Vietnamese cuisine lacks distinctive bakery products derived from local crops, and Cusami aims to fill this gap. In addition to their flagship cassava cakes, they've developed cassava-based bánh giò, offering a healthier alternative to conventionally made dumplings.
Cusami's retail outlet in District 10, HCM City, and food carts placed in multiple locations provide part-time jobs for students and local residents, boosting consumer engagement. They plan to partner with cafés and convenience store chains for wider distribution and expand into supermarket chains with vacuum-sealed, frozen cassava baked foods.
Getting the recipe just right was the biggest challenge. With over seven years of culinary experience, Anh and his team worked tirelessly to create perfect textures and a variety of flavorful fillings. Cusami's production facility meets HACCP standards, ensuring safe production and shelf life.
Cassava sourcing is a major advantage for Cusami, as they source locally from Vietnam's 500,000 hectares of cultivated cassava. By establishing a high-quality raw material zone for export, they aim to secure procurement contracts with farmers, boosting their income while reducing costs.
Cusami's products are marketed towards health-conscious consumers, with social media marketing and direct-to-consumer sales. They collaborate with nutritionists and fitness coaches to educate consumers about the benefits of cassava-based foods. Cusami is also aiming to reach international markets by collaborating with partners specializing in exporting and distributing Vietnamese baked goods.
To attract a younger audience, Cusami is developing exciting new flavors, such as tiramisu and pink guava lava fillings. By integrating modern technology and high-quality ingredients, they are modernizing traditional cakes while maintaining their appeal to the older generation.
Education and innovation are key to changing the perception of cassava as a low-value crop. Cusami sees immense potential in the $109 billion weight-loss food market and is committed to catering to health-conscious consumers. The future holds promise for Cusami, as they continue to strive for excellence in the food industry.
Anh's personal journey from high blood fat levels and the brink of diabetes to a healthy, fiber-rich, cassava-based diet serves as inspiration for those seeking a healthier lifestyle. Through his work and his Cusami project, Anh is making a positive impact on both his community and consumers worldwide.
In addition to his entrepreneurial pursuits, Anh is passionate about leadership, diversity, and inclusion in the workplace. He values the importance of these principles in fostering a productive, innovative work environment and encourages other entrepreneurs to embrace them as well. Anh's commitment to promoting healthy, cassava-based foods is not just about business – it's about creating a healthier society, one bite at a time.
Entrepreneurship, education, and self-development are vital components of personal growth. As the world continues to evolve, it's essential for individuals to adapt, learn, and grow. For those seeking guidance in their personal and professional lives, Anh is a shining example of the power of determination, innovation, and a healthy lifestyle.
In today's fast-paced world, it's easy to forget about the importance of mindfulness, work-life balance, and overall well-being. By encouraging a focus on healthy, sustainable living, Cusami's mission extends beyond its cassava-based baked goods. Anh is a role model for those aspiring to lead a life that is nutritious, fulfilling, and truly meaningful.
As Mai Tuan Anh continues to innovate, educate, and inspire, his influence will undoubtedly spread across industries, from food and agriculture to entrepreneurship, business, and lifestyle. The future of Cusami – and the Cusami movement – is bright, and we can all learn from Anh's unwavering passion for health, wellness, and sustainability.
