Hello Mentor EP2 | Anabelle Co-Martinent, Founder of La Juiceria on Establishing A Successful F&B Enterprise
Anabelle Co-Martinent, founder of the Malaysian favourite La Juiceria, talks about moving to Malaysia, starting a business and misconceptions about the F&B industry.
By Aqilah Naqlis on 2023-11-27 at 7:11 AM
Updated on 2025-03-19 at 5:50 AM
“I came to Malaysia on a dependent pass and many friends advised me against moving to Malaysia. They said it will be hard for me to get a job.”
About the episode
The second episode of Hello Mentor takes us into the inspiring journey of Anabelle Co-Martinent, Founder and Managing Director of La Juiceria. Hosted by Derek Toh, Founder and CEO of Hiredly, this episode reveals how Anabelle defied naysayers, embraced challenges, and built one of Malaysia’s most successful F&B brands.
Moving from the Philippines to Malaysia on a dependent pass, Anabelle faced skepticism and uncertainty. Yet, she turned obstacles into stepping stones, leveraging her corporate expertise from companies like Microsoft and Canon to create brands synonymous with quality and innovation.
If you’re curious about transitioning careers, starting a business, or thriving in Malaysia’s F&B industry, this episode is a must-listen.
Getting to know Anabelle Co-Martinent
In 2013, Anabelle (@anabelle_co on Instagram) founded La Juiceria while in Kuala Lumpur. As the Founder and Managing Director for La Juiceria Sdn Bhd, she oversees the expansion, business development strategies, marketing and operations for La Juiceria Cold-Pressed Detox bars, Goodness Greens café, La Juiceria Superfoods cafes and Super Saigon Pho Cafes.
In 2019, they introduced a new brand called Hawker Hall, a modern Kopitiam. Anabelle also runs a restaurant called The Gardens in the Philippines.
She carved out her marketing experience in the technology sphere during her previous stints with leading global brands like Hewlett Packard, Canon and Nokia in her native Philippines, as well as Microsoft in Kuala Lumpur, where she has spearheaded numerous ambitious product launches.
Happily married with two kids, Anabelle is an expatriate who calls Kuala Lumpur her home and has a double degree in Marketing and Psychology from De La Salle University Manila, Philippines.
From Corporate to Culinary: An Entrepreneurial Leap
Anabelle’s corporate background in marketing at global tech giants provided a solid foundation for her entrepreneurial journey. However, leaving behind a stable career was no easy feat.
Her pivotal moment came after the birth of her daughter, which inspired her to seek greater flexibility and purpose. This decision led to the creation of La Juiceria in 2013. Starting with an online cold-pressed juice business, she quickly expanded to cafes and restaurants, including the health-conscious Goodness Greens Café and Super Saigon, a halal Vietnamese dining concept.
Navigating Challenges in the F&B Industry
Anabelle debunks the romanticized idea of running a café, highlighting the operational complexities, from managing suppliers to ensuring customer satisfaction. She emphasizes:
- Continuous evolution: Staying relevant through innovation and adaptation.
- Strong branding: Building trust and loyalty by delivering consistent quality.
- Effective teamwork: Empowering employees and choosing reliable partners to scale operations sustainably.
One of her most ambitious projects, Hawker Hall, reimagines the traditional Malaysian kopitiam with a modern twist, catering to diverse tastes while maintaining affordability.
Business Lessons from Anabelle Co-Martinent
Start Small, Dream Big
Anabelle began her journey with minimal resources, leveraging social media to build awareness. Her advice? "Test your idea on strangers—if they’re willing to pay for it, you’re onto something."
Focus on Branding
Branding is more than a logo—it’s about creating an emotional connection. Anabelle credits her corporate experience for instilling the importance of consistent messaging and customer trust.
Embrace Feedback
Customer feedback, even when critical, is invaluable. "It’s better to know what’s wrong so you can improve," she advises.
Adapt to Change
From leveraging Instagram Stories to accommodating dietary trends, Anabelle stresses the importance of staying relevant in a rapidly changing market.
Hello Mentor is a podcast show that platforms raw discussions on career, ambition and success with inspiring individuals who are accomplished in their own rights.
Hello Mentor is hosted by Derek Toh, Founder and CEO of Hiredly.
Check out all our episodes on Spotify for your dose of inspiration and career advice from real people who have been there!
Feeling inspired by Anabelle’s journey? Whether you’re looking to start your entrepreneurial adventure or find a career that aligns with your passions, Hiredly is here to help. Discover exciting opportunities with employers who value growth and innovation. Plus, gain insights into your ideal work style with our Work Personality Test and take the first step toward your dream career today!
By Aqilah Naqlis on 2023-11-27 at 7:11 AM