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Ladang Lima builds market niche on gluten-free trend
“Once you go healthy, you just don’t look back,” says the founder of family-run business in East Java that’s banking on cassava to replace wheat-based foods.
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Cookies produced by Ladang Lima are presented at Trade Expo Indonesia in Jakarta on Oct. 20, 2023. The Surabaya-based company now sells about 1 million products annually using modified cassava flour, or mocaf, its key ingredient. (JP/Ruth Dea Juwita)
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n just a decade, Ladang Lima has evolved from a micro-size enterprise to a thriving venture by introducing gluten-free alternatives to popular food products in Indonesia and, increasingly, abroad.
The business founded by Annisa Pratiwi and her husband Raka Bagus Vinaya in 2014 uses modified cassava flour, or mocaf, for its products.
Annisa is now the chief marketing officer of Ladang Lima, while Raka serves as the CEO.
“The brand name denotes the landscape where cassava naturally grows and five health benefits it offers,” Annisa told The Jakarta Post on Oct. 20.
The genesis
Ten years ago, Anissa and Raka were running a branding agency.
Anissa, on the cusp of motherhood at the time, was pondering a simple question: “Is there any product that is genuinely a boon to the community that is safe for the tender palates of children?”
