How Golden Moments became the king of durian sweets in S’pore


Growing up, Josiah Jeremy never thought of running his own business.

He has worked for a corporate company for the past five years and has finally jumped out of his comfort zone to create his own durian brand.

“I’m glad I did it because I’m passionate about it,” the 32-year-old said.

Josiah founded Golden Moments back in 2017, which was launched with its first product: Signature 100% Mao Shan Wang Snow Skin Mooncake.

“The response was overwhelming and we reached a six-digit figure with our product sold out in one month,” Josiah said.

This is still their best-selling product so far, with over 400,000 pieces sold to date. This is not surprising, given that Golden Moments is a pioneering player selling durian mooncakes in Singapore – and it actually works well.

For Durian lovers, by Durian lovers

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Josiah Jeremy (right) and Minister Chan Chun Sing (left) at the event / Image courtesy: Golden Moments

From day one, Josiah has always imagined a brand that lives and breathes durian.

Golden Moments is built on the idea of ​​gathering families and loved ones through a common love for the Durians.

That’s how their brand name came about: they wanted to advocate for the essence of the brand “keeping golden moments and celebrating relationships”.

“Since we are a durian lover, we strive to be a durian revolution by creating premium durian gourmet treats that are fresh from farm to fork,” Josiah said.

Although durians are mostly loved among Singaporeans, it is an acquired taste and some people may not be able to tolerate its pungent odor.

Therefore, a dive into the durian F&B business could mean that there is a chance that they may not be able to capture everyone’s hearts and taste buds. Nonetheless, he was determined to launch Golden Moments because of his passion for Durians.

Although he loves durians, he is aware that they are not the easiest to work with. First of all, they have a higher price of the product compared to other fruits.

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On their farm durian / Image Credit: Golden Moments

Moreover, Golden Moments uses only Mao Shan Wang durians, which are of “incomparable AAA grade”, which is more expensive than other durians.

“We also need to work closely with partners from the durian plantation to get a steady supply of durians.”

“And finally, we have to be very insightful and knowledgeable about this durian market, because it’s a seasonal fruit, and prices vary from season to season.”

Innovation is in their DNA

Although Golden Moments started with a moonlight product, they quickly expanded beyond this traditional delicacy.

In 2019, it launched a multitude of product offerings such as Signature Mao Shan Wang Galaxy Cake, Golden QQ (durian balls like mochi) and Dark Chocolate Mao Shan Wang Durian Macaron.

Macaron in particular is one of the few products that has since been discontinued.

“The difference was due to the purchasing behavior of customers. They prefer to have macarons in a restaurant with high tea, instead of buying from the FMCG channel, ”Josiah explained.

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A series of offers of Golden Moments / Picture of merit: Golden moments

In 2020, things improved with newer offerings such as Hokkaido durian cheesecake, freshly packaged durian, vanilla and chocolate durian cream, Mao Shan Wang durian puff, premium French crepe durian, more variations of durian cakes and Golden fruit series Candy.

According to Josiah, Golden Moments designs new products every six months to keep things fresh.

He is personally involved in the product research and development (R&D) phase to adhere to the company’s high and strict standards when it comes to product quality.

“I would work very closely with the research and development team to create these products and I would have focus groups to get feedback to determine the taste, appearance and impression of the product.”

All in all, the entire product development process can take up to six months or even a year.

Josiah explained that there are different stages of this process. First, they needed to conduct research and surveys to gain insight into which products and flavors in trend already exist in the market.

“Then we will get our research and development team to work on it and ensure that all products meet food safety requirements with prior laboratory testing. The marketing team will then plan how to launch the product on our online and offline channels by touching our social media platforms. “

Get rid of your Durian cravings anytime, anywhere

Customers can enjoy fresh Moment durian treats with an island-wide delivery service that promises to send it to your doorstep in less than 90 minutes so you can satisfy your durian cravings at any time.

“We are proud to maintain the freshness of our Durian treats. We carefully put the items in cooler bags and make sure that the delivery process is fast and efficient, so that the orders will remain refrigerated (during the entire delivery) “, said Josiah.

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Golden Moments on GrabFood / Credit Image: Screenshot with GrabFood

Alternatively, Golden Moments is also available on major food delivery platforms such as GrabFood, foodpanda and Deliveroo, as well as on e-commerce platforms such as Shopee and Qoo10, as part of their efforts to expand delivery.

Josiah said they have since received many online orders from customers, even during the switch period, where many are forced to stay at home.

When their desire for durian hits, they can easily order durian treats from Golden Moments with a few clicks.

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Golden moments can now be found at NTUC FairPrice Finest / Image Credit: Golden Moments

In addition to online channels, Golden Moments has recently entered distribution channels such as local supermarkets like NTUC FairPrice and HAO March, as well as Shell, Cheers and many others, as part of its ambition to be present on most FMCG channels.

“By expanding our presence to offline channels, customers can fix their desire for Durian anytime and anywhere. We want to make our products practical, accessible and accessible to our customers, ”he said.

Jeanette Aw joined the Golden Moments

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Jeanette Aw, brand ambassador and creative director of Golden Moments / Picture of credit: Golden Moments

Local actress, filmmaker and pastry chef Jeanette Aw was recently named The latest creative director and ambassador of the Golden Moments brand.

Commenting on this appointment, Josiah said that her values ​​resonate with the values ​​of the brand. Furthermore, she has prior knowledge in bakery as the actress is a baker trained for Le Cordon Bleau.

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Jeanette Aw behind the scenes / Image credit: Golden Moments

She was also involved in a Golden Moments movie commercial, where she wrote, directed and starred in the brand’s first short film to be released over time.

As an ardent fan of Golden Moments, it is noteworthy that she has joined the Golden Moments family ever since.

On this mother’s day, Jeanette debuts as the face of Golden Moments, promoting her brand new Super Mama Rosette cake.

The luxurious six-inch rosette cake is soft and creamy, gently layered with charcoal butter, floral Earl gray sponge and pure Mao Shan Wang durian puree.

Adhering to such special occasions is important because “sales typically reach around 300 to 400 percent” during that period, Josiah revealed, adding that they will be presenting another cake for Father’s Day.

Fights before success

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Josiah Jeremy, founder of Golden Moments and investor Ivan Lee / Image Credit: Golden Moments

In 2018, Golden Moments received $ 1 million from Ivan Lee, who is also the founder of the Thai Express Group.

Josiah counts his lucky stars so he can find an investor and mentor who believes in him and the business. In addition to being a probe, John provides his knowledge and experience by providing advice and support, guiding him closely on his business journey.

Although the domestic brand enjoyed success today, its initial journey was not a bed of roses.

“When I started, people around me were suspicious and suspicious about the way the FMCG (fast consumer goods) company tried to succeed. With optimism, I chose to believe in the vision and mission, as well as the potential of what I started. “

He ignored the nuisances and held on to his weapons. Today, Golden Moments has become a host name that is synonymous with Durian delights.

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Team Golden Moments / Image credit: Golden Moments

Asked about the challenges in the early days, he said that since he was new to the industry, he had to be constantly on the ground. This meant being practical in all aspects – from production, production forecasting, inventory, fulfillment, and even branding.

Predicting production in particular was a real challenge, Josiah shared. While increased sales usually signal good news for the company, it can also present a real challenge.

When this time of year comes, the team becomes extremely busy. They would receive 300 to 400 deliveries per day, reaching a peak of 600 deliveries per day.

Fulfilling logistics then became another challenge, mimicking the domino effect.

“We had to meet 10 different logistics partners in order to cooperate and establish a framework for smooth fulfillment. At the peak of the period, we ensure the engagement of more logistics partners in order to better cope with the jump in orders, ”he shared.

Another major challenge is hiring the right team. It is not easy to hire the right team with the right vision and values ​​that will push the business in the right direction.

Josiah expressed that he is glad to be working together with a team that is willing to embark on this journey with him and quoted the saying, “If you want to go fast, go alone. If you want to go far, go together.

Striking gold despite Covid-19

When the Covid-19 hit last year, it marked one of the most difficult times the company has faced since its inception.

“It affected our festival booths in mid-autumn and we had to switch things online and (redirect) the focus there. There were 300 to 400 deliveries on request each day, and the team had to make sure all orders were fulfilled on time and accurately. “

Despite the fact that there were no pop-up cabins, Golden Moments managed to achieve a sales record $ 1.5 million in a month.

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Docello hazelnut MSW and Lychee Martini mooncakes / Image Credit: Golden Moments

This could also be attributed to the unique and interesting moonlight flavors he introduced last year like Lychee Martini, D24 Durian and Docello hazelnuts.

That same year, he also teamed up with home-made SK Jewelery jewelry to launch a limited-edition Mao Shan Wang snow-skinned Mao Shan Wang cake that costs a whopping $ 888.

According to their marketing research, this limited set – which comes with a 24K gold bar – “is the most expensive moonlight in Singapore and probably in Asia”.

It is interesting to note that during their last four years, Golden Moments have successfully “sold out” all their moons during the Festival in mid-autumn, which testifies to the popularity of its moons.

Durian is undoubtedly the king of fruits and it is no exaggeration to say that Golden Moments successfully climbed forward and became the king of durian desserts in Singapore.

Featured image: Golden Moments

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