From pitch to shelves.
What begins as an experiment in the kitchen and ends up on the shelves of Ekoplaza — for Good Jamu founder Milad Nabiaalah, it became reality. His journey shows how the right pitch, combined with solid preparation, can open doors with major retailers. During a Meet the Buyer session at Kitchen Republic, Milad struck exactly the right chord with the buyer. In this interview, he shares how it happened, the steps along the way, and the insights other food entrepreneurs can put to use immediately in their own sales pitches.
Q: Take us back to the beginning: how did Good Jamu start, and why did you decide to launch the business?
Anna and I lived in Indonesia for eight years, where we discovered jamu — a centuries-old herbal tonic made with turmeric, ginger, and other ingredients that help restore balance to the body. Out of curiosity, we studied with several jamu masters across Indonesia.
When we returned to the Netherlands, Anna began making jamu again. We noticed the functional drinks category here was still almost non-existent, which felt like a real opportunity. Out of respect, Anna first reached out to the masters we had learned from to ask for their blessing. Too often in history, traditions have been taken without proper representation — and we didn’t want to repeat that mistake.
From there, we started building. The first year, we brewed everything fresh ourselves, delivered orders across the country, and spoke with customers one-on-one. It was intense, but it taught us so much about what resonated and what didn’t.
Q: You took part in a Meet the Buyer session at Kitchen Republic. How did you prepare for it?
We always start by putting ourselves in the buyer’s shoes. What matters to them, and how can we make that tangible? That way, the pitch isn’t just a nice story, but directly answers their needs.
Q: In your opinion, what made your pitch so convincing?
We showed our belief in the product — and backed it up with evidence. We shared results from restaurants, feedback from consumers, and proof that there’s real demand. By tailoring the pitch to the specific buyer sitting across from us, we could demonstrate why Good Jamu was relevant for them.
Above all, we were just ourselves. Passion, authenticity, and proof — that combination made the difference.
Q: Can you describe the moment you realized the buyer was truly interested?
That moment came when the buyer mentioned they had already seen or even ordered our product at a restaurant. Sitting face to face, everything clicked right away. We were also fortunate with the timing: they were in the process of renewing their entire drinks assortment, and our product fit seamlessly into their new concept.
Q: What happened after the pitch? Did things move quickly, or were there still hurdles before making it to the shelf?
The communication moved quickly. The Kitchen Republic team is always very proactive, though on the buyer’s side the process can sometimes take longer. In this case, things progressed smoothly and the agreement was finalized within three months. Sometimes things move fast, but it’s important to be prepared for it to take longer.
Q: What tips would you give other food entrepreneurs for delivering a winning product pitch?
Prepare thoroughly. Really understand who you’re sitting across from and what matters to them. Show why your product is relevant and what it adds to their assortment. Don’t shy away from talking numbers, even if it feels uncomfortable, that’s often what it comes down to. A strong story around your product and how it will sell is important, but without the numbers, it usually won’t stick.
Do you want to pitch your product to the right buyers just like Good Jamu did? A Meet the Buyer session gives you the chance to connect directly, get valuable feedback and improves your sales. Join us and discover which doors will open for your brand.