Samantha Ng Wise Crafters Founder

Samantha Ng, Founder, Wise Crafters – Oats & More

Samantha Ng

Samantha Ng, founder of Wise Crafters tells of her interest in healthy eating and her mission to get more Malaysians on board.

What do you do and how did you get into the industry?

I used to make my own oatmeal and bring it to the office as breakfast every day. My colleagues asked if I could make it for them too. I realized there was a demand and that’s how the subscription idea began. At the same time, my father underwent an angiogram operation and we planned to have him staying with us (family) here in Kuala Lumpur. Instead, he insisted on staying in Ipoh as it would be hard for him to start a new life in the city. I suggested that he join me in this oatmeal business. At least, during the start-up period, it could keep him focused and busy with some tasks.

Share with us an interesting story from behind the scenes.

During the initial stage, we didn’t have many customers and orders, but I had to secretly order extra jars of oatmeal from my dad as I wanted him to think that there was business potential. He had no idea that I was the one finishing them all off in office (until this day he hasn’t realized something fishy went on in the beginning!).

What’s the best/ worst part of your job?

The food and beverage business is all about long working hours. Everything has to be very detailed especially when it comes to food safety and hygiene. Furthermore, we are preparing healthy foods, so we have to figure out the most natural way to handle them. For example, we make homemade fruit wash using lemons, vinegar and baking soda. We clean strawberries by using cold water and many other “time-consuming” procedures to accomplish our tasks.

From there, I started to appreciate every little moment in my life. I read a lot and communicated with nutrition specialists about meal plans and recipes. And now, I understand that the most precious foods on our table are not from the Michelin-awarded chefs, but a homemade meal for our beloved family. The ingredients of love make us stay healthy and happy.

What is one of your favourite meals at Wise Crafters?

Aloe U Vera Much oatmeal, is made by homegrown aloe and fresh longans. We grow the aloe ourselves, process it in the most natural ways and serve it together with fresh longans in the oatmeal. It is so refreshing and simply delicious!

The perfect day off would be…

Receiving good reviews and testimonials from our customers about how natural foods help them to ease their health issues. I used to think that money was the main goal in the entrepreneurship journey but then I realized it isn’t aligned with my core values. For me, there’s no greater feeling and fulfilment than being able to contribute positively to the community while encouraging more people to eat healthily. I can’t express how happy and satisfied I am when customers tell us that our healthy food helps them to obtain a nutritious diet and solve their wellbeing problems, such as bloating, overweight.

What do you do for fun?

Social media! I enjoy taking photos and making videos. I hope that Wise Crafters is not only a local brand that sells healthy foods, but also a channel to educate the public about healthy eating. We have started our YouTube channel two months ago to show people how to make great food in the easiest ways.

What’s something you’d like clients to know about Wise Crafters?

Our mission is to take the guesswork out of clean-eating and give everyone easy access to healthy food. Half of the Malaysian population is overweight/obese and heart disease remains the top killer. I know there is a long way to go and we have to work harder for a better future. I hope Wise Crafters can be part of this and together we can make Malaysia a healthy nation.

Where do you like to eat and drink in KL when you are not at Wise Crafters?

Most of the time, my mom will prepare my meals. I also enjoy having my meals at one of the local restaurants, Natural Vegetarian at Damansara Jaya.

What’s your view on the food and beverage scene in KL?

Malaysia is a well-known food heaven, but most of the time, we are surrounded by a lot of unhealthy choices. Nasi Lemak and Teh Tarik have been favourites, but now bubble tea has become one of the ‘viral’ food trends. Shops are opening almost everywhere. We definitely need more nutritious restaurants and delivery services.

Find more interviews similar to this one with Samantha Ng here.


  1. Unhealthy, eh? Well, as they say, forbidden fruit is sweeter! Hehehehehe!!!

  2. Interesting interview. Hope her dad does not read this to find she was doing the buying at the beginning.☺ Have a good week, cheers Diane

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