04/05/2026

BIZ & FINANCE MONDAY | MAY 4, 2026

15

SUCCESS: THE INSIGHT STORY

Leadership means championing a cause

What has been the biggest challenge you have faced and what did you learn from it? The biggest challenge was bridging the gap between traditional herbal practices and modern global standards. When I started Herbal Asia in 2003, many didn’t see the “business” in herbs. I learned that persistence in branding is key—you have to consistently communicate the value and potential of an industry until the world catches up to your vision. Malaysia’s greatest brand. To me, Malaysia’s greatest brand is our biodiversity. Our tropical rainforests are a “living pharmacy” and a global asset. If we can brand and protect our natural heritage with the same sophistication we use for high-tech industries, we would be unstoppable. How do you expect policies on climate change to impact businesses in the future? Climate policies will move from “voluntary” to “mandatory.” We are already seeing this with ESG reporting and carbon tax discussions. Businesses that don’t adapt to sustainable forest management or carbon-neutral operations will find themselves excluded from the global market. At Future Forest, we help companies see this not as a burden, but as an opportunity for long-term resilience. What are the top three factors you would attribute to your success? 0 Strategic branding: Knowing how to tell a story that resonates. 0 Resilience: Staying committed to the green agenda for over two decades. 0 Purpose-driven networking: Building Herbal Asia as a platform that empowers others, which in turn fuels our collective success. Tell us a joke. Why did the herbalist get promoted? Because she always knew how to “thyme” her business strategies perfectly!

How has your life experience made you the leader you are today? My journey began with over 30 years in the fast-paced world of advertising and PR, where I mastered the art of branding and strategic marketing. However, my transition into sustainable forest management and agroforestry was driven by a deeper calling to connect business with nature. This “hybrid” experience— combining the power of communication with the grounded reality of sustainability—has made me a leader who values both the story we tell and the tangible impact we leave on earth. It taught me that true leadership is about being an “evangelist” for a cause, whether it’s empowering rural communities or advocating for ESG and halal compliance. What traits do you look for in your talent or how do you decide who is right for a job? I look for “conscious agility.” In the sustainability and herbal industry, technical skills are a baseline, but the

industry to become the backbone of the Green Economy, where biodiversity and community empowerment are valued as much as financial profit. What do you want to accomplish in the next five years? In the next five years, my goal is to scale the “Future Forest” and “Crop with Purpose” models globally, establishing them as international benchmarks for regenerative agriculture. I will continue to grow Herbal Asia as the premier marketplace for industry professionals, ensuring it remains the heartbeat of the sector. Ultimately, I want our community-based empowerment programmes to become a global blueprint for how businesses can successfully integrate with nature—achieving award winning sustainability standards while preserving the vital pillars of culture, heritage, and biodiversity. How do you stay abreast of issues affecting your industry? Leading Herbal Asia places me at the intersection of research and commerce. I stay informed by attending and speaking at international conferences and serving as a consultant for sustainability, ESG and halal compliance. By synthesizing information from these diverse platforms, I am able to implement cutting-edge best practices in sustainability and business monitoring. This on-the-ground perspective ensures that our strategies are informed by current realities rather than just theoretical reports.

o Future Forest CEO and Herbal Asia founder Safina Yaakob shares with SunBiz her transition from advertising and PR into sustainable forest management and agroforestry

are in will evolve in the future? The herbal and agroforestry industries are moving towards “Forest Beyond Timber.” We are seeing a massive shift where medicinal plants and high-value crops are integrated into forest management. With the rise of ESG (Environmental, Social, and Governance) standards, I expect our

right person must have a genuine passion for the environment and the ability to pivot between different stakeholders—from corporate boardrooms to rural herbal farmers. I value individuals who understand that sustainability isn’t just a department; it’s a mindset.

How do you think the industry you

Safina says Malaysia’s rainforests are a global asset and a ‘living pharmacy’ that should be protected and branded for the future.

Aeon Bank partners Suri to develop SRI programme

KUALA LUMPUR: Anchored in the financial inclusion goal that aims to provide mothers, women and youth from the low-income communities with sustainable income generating skills and economic opportunities, Aeon Bank, Malaysia’s first digital Islamic bank has partnered with Suri Inspirasi Sdn Bhd (Suri) to develop the Sustainable Reliable Income (SRI) Programme. The programme is aligned with iTekad, Bank Negara Malaysia’s social finance initiative. Suri is a social enterprise with the mission to empower underserved women from the low-income community, especially youth and mothers that are steadfast in transforming their lives for their children with practical skills such as sewing, that would lead to sustainable income generating opportunities. The AEON Bank x Suri iTekad SRI kickstarted in March 2026, and it aims to engage 60 participants across three cohorts, each with a six -month period. This cohort is fully sponsored by Aeon Bank, and it was co-developed

with Suri to provide the participants aged 18-60 with the skill sets, support, tools and financial access needed to build more secure and sustainable livelihoods. The programme targets participants from financially challenging backgrounds, including those from single-income households, the unemployed, or those with irregular income. Creating greater impact, all participants from the Aeon Bank x Suri iTekad SRI programme cohorts will actively take part in the MySuri Seragam initiative and produce 1,000 school uniforms for students from low-income families, orphanage and charity homes. To strengthen the market readiness of the premium quality products produced by the participants and help them grow their customer base digitally, Aeon Bank and Suri are partnering with Zucchini & Co to provide digital marketing literacy modules, including social media and mobile photography skills. Upon completing the Aeon Bank x

The AEON Bank x Suri iTekad SRI programme aims to engage 60

participants across three cohorts, each with a six month period.

out for the cycle of Feb 2025-Feb 2027. GrowthStart has successfully engaged 65 female micro entrepreneurs from the B40 communities in Kedah, Johor dan Negeri Sembilan.

generating income independently. The Aeon Bank x Suri iTekad SRI programme marks the bank’s second edition of the iTekad initiative, following the Aeon Bank x MADCash iTekad “GrowthStart” that was rolled

Suri iTekad SRI programme, the participants will receive a portable sewing machine, giving them the means to build on the skills gained through the programme, support their families independently and begin