Buzz Interviews Michael Riady of Tentera Coffee Roasters
It was a series of events over a long period of time for me to conclude I wanted to go into coffee. I was a former CEO and Vice Chairman of South East Asia’s largest shopping mall owner and analyzed a lot of tenants/retailers’ businesses during my 14 years tenure. I learned a lot about coffee just being in the mall business. Secondly, my distant cousin back in college pitched me the idea to open a coffee shop on our campus in 2001 but never made it because he passed away inside the plane crash WTC Tower 2 during 9/11. Third, my family is one of the largest coffee owners in Indonesia and we have very deep relations in the country, so I had somewhere to start with. I spend a lot of time over the years going to coffee plantations and learned about the whole vertical supply chain whenever I could. Fourth, I went to Scotland one day and saw how the Scottish was great at promoting the best Scotch Whisky from all parts of the country. And in the whisky industry, it was like Scotch, vs. Japanese vs. American whisky specialists. Same in wine, it goes by country of origin first. And I was like, why don’t they do this in coffee industry? The coffee industry needs to go through a massive turnaround and I believe serious coffee lovers wants the best coffee and it can only be delivered if someone is specialized in a specific region and keeps its authenticity. And for me, it was like Why go all over the world to source coffee, when I’m five-generation Indonesian, and I already come from the world’s most diversified and 4th largest coffee producer since the Dutch brought Indonesian coffee to Europe many centuries ago? Lastly, I love coffee myself. It’s a passion. I love Indonesian coffee, and I wanted to share with the world about Indonesian coffee in an official way and give Indonesian farmers a chance to share their story to the world. People already knew Sumatra, Java and Bali but people do not realize those islands are part of the 13,000 tropical islands of Indonesia. Money was not the primary reason but giving back and helping to advance Indonesia is more important to me and I wanted American consumers to taste Indonesian coffee directly without middle men. So finally, in 2017, I moved back permanently to the US after spending many years in Indonesia and started officially the new venture, and I sold all my Ferraris and invested in a coffee roaster. In fact, I purchased the industry’s state of the art roaster brand Loring because I believe in consistency quality for my customers and helping the planet due to its lowest carbon emission. In just less than two years, we have completed our roasting facility, build a team, launch our online business, secured many restaurant clients, and now on the shelves of natural grocery chain like Bristol Farms, Farm Shop in Brentwood, Vicente Foods, Pinks Dot, Jensens San Diego among others. I got to where I am today just by executing what I have been dreaming since 2001 and that means taking concrete steps, and don’t let anyone stop you. Anything is possible if you want it badly, and I quit my CEO job, moved to America, sold my cars and start putting the pieces together.