Earthlings Coffee Workshop Sdn Bhd’s Lee (left) Rave Sun Kwok (right).
KUCHING (May 30): When Dr Kenny Lee Wee Ting co-founded Earthlings Coffee Workshop Sdn Bhd in 2013, the aim was simple but ambitious: Bring specialty coffee back home to Sarawak and give Sarawak Liberica the recognition it deserves.
Based in Kuching, Earthlings works across the full coffee value chain — from post-harvest research with smallholder farmers to roasting, training and international market development.
The founders’ interest in coffee began as travel-led curiosity.
“The journey began with a genuine shared passion for coffee,” Lee recalled in an interview with The Borneo Post.
“My co-founders and I travelled extensively to learn about coffee from different parts of the world — visiting farms, roasteries, and coffee cultures across multiple countries.
“Over time, we became increasingly fascinated by what was growing right here in our own backyard: Sarawak Liberica,” he added.
That fascination became strategy: invest in scientific research and farmer partnerships to develop a locally unique varietal into a specialty product.
“We saw an opportunity not just to build a business, but to do something meaningful — to bring the specialty coffee concept and system back home, and to give Sarawak’s unique coffee the recognition it deserves.
That fascination became strategy: invest in scientific research and farmer partnerships to develop a locally unique varietal into a specialty product.
Early days were defined by uncertainty. “There were no successful local case studies for specialty coffee in Sarawak when we began,” he admitted.
“We took on agricultural risks and a heavy responsibility to ensure farmers who trusted us got fair returns.” To manage that risk, Earthlings developed systems for consistent quality, fair pricing and secured market demand.
“Partnerships were crucial. We couldn’t do this alone. Scientific rigour, institutional support and long-term farmer relationships made reliable supply possible.”
Based in Kuching, Earthlings works across the full coffee value chain — from post-harvest research with smallholder farmers to roasting, training and international market development.
Shell LiveWire elevates farm-to-business model
An important milestone came when Earthlings was introduced to Shell LiveWire by partners at Satu Creative and went on to win the 2025 state finals.
“One of the most valuable things the Shell LiveWire programme taught us was how to pitch and showcase the behind-the-scenes fieldwork we do to a business audience,” Lee said.
“Much of what we do — the post-harvest research, the farmer partnerships, the fermentation trials — happens quietly, away from the spotlight.
“Shell LiveWire gave us the tools and confidence to articulate that work clearly and compellingly to stakeholders who may not share our technical background.”
A key mission, he said, has been translating that technical work into a compelling business story.
“They helped us find the language to explain why what we do matters, beyond the sensory notes of a cup. A big part of our job has been to make that behind-the-scenes work visible to buyers and consumers,” he says.
Beyond messaging, the programme delivered mentors, networks and financial support.
“The funding eased operational pressures at a critical stage, and the publicity brought our work to a much wider audience,” he noted.
“We gained mentors who challenged our assumptions and connected us to stakeholders who could scale our vision.”
A key mission has been translating that technical work into a compelling business story.
Business model and market development
In general, Earthlings operates across business to consumer (B2C) and business to business (B2B) channels and runs professional barista and coffee training programmes.
The company positions Sarawak Liberica as a varietal with distinct sensory and cultural value rather than an oddity.
“We’re telling a more complete story,” Lee said. “From the farmer’s field to the cup, we show the science, the people and the purpose behind each batch.”
Visibility has translated to commercial traction.
“Since the Shell LiveWire win, we’ve seen stronger farmer partnerships, expanded training programmes and increased media interest,” he reported. “That recognition opens doors — locally and internationally.”
Nevertheless, market misunderstanding of Liberica posed a persistent challenge as Lee noted that many buyers remain unfamiliar with Liberica’s flavour profile and physical traits.
Thus, educating the market became part of the business: sensory demonstrations, training for buyers and curated storytelling that links provenance to quality.
Lee offers direct counsel for founders: “Do not always compete in the same lane as others — unless you have an absolute and sustainable advantage. Instead, find your niche and open up possibilities others overlook.”
He emphasises purpose over profit: “Seek value in purposeful work that creates real benefit for others. When your work is rooted in genuine purpose, the rewards — financial and otherwise — tend to follow in more meaningful and durable ways.”
A call to Sarawak and beyond
For young Sarawakians and Malaysians, Dr Kenny’s message is clear: “No matter what business you are in, do not always compete in the same lane as others — unless you have an absolute and sustainable advantage.
“Instead, find your niche and open up possibilities that others have overlooked, as we did with Sarawak Liberica.”
He also advised budding entrepreneurs to seek value in purposeful work that creates real benefit for others, and do not let monetary gain be your sole compass.
“When your work is rooted in genuine purpose, the rewards — financial and otherwise — tend to follow in ways that are more meaningful and more durable.
“Sarawak has extraordinary natural and cultural wealth waiting to be discovered and developed — and coffee is just one example.
“To fellow Sarawakians and young Malaysians: your heritage is not a constraint, it is your greatest competitive advantage. Be curious about where you come from, invest in it with rigour and care, and do not be afraid to bring it to the world.
“There is immense value in what is uniquely ours, and the world is more ready to receive it than you might think.”
Looking ahead, Earthlings plans to deepen research, scale farmer partnerships and continue training and market development.
“We want Sarawak Liberica to have a seat at the specialty table, backed by science and ethical relationships,” Lee added. “If we can do that here, we hope to inspire other place-based enterprises to follow.”
For a company that began as a passion project, Earthlings Coffee Workshop demonstrates how place, science and purposeful enterprise can converge into a viable business model.
“We are proud of what we’ve built. And we’re only getting started.”
Looking ahead, Earthlings plans to deepen research, scale farmer partnerships and continue training and market development.
Shell LiveWire 2026 seeks nation’s best entrepreneurs
Shell LiveWire Malaysia is back again this year and calls out all entrepreneurs from Sabah, Sarawak and Peninsular Malaysia to be a part of this exciting initiative that can be a gamechanger for budding entrepreneurs.
Shell is seeking out entrepreneurs whose ideas will power lives in environmental sustainability, social impact and business innovation.
Shell LiveWire Malaysia will run in Kuching, Kota Kinabalu and Peninsular Malaysia. Five winners from each state will receive seed grants of RM10,000. These five winners from each state will then compete at the national level, where five national winners will stand a chance to win an additional RM30,000.
Alongside the grant, the winners will also be provided with mentorship and guidance to kickstart their businesses, from the Shell LiveWire Malaysia facilitators for the next three years and stand a chance to be absorbed into Shell’s supply chain and a chance to go into partnership with Shell retailers.
In Sarawak, the Shell LiveWire programme partners with Tabung Ekonomi Gagasan Anak Sarawak (TEGAS), which not only provides one-year access to TEGAS Digital Village in Kuching and TEGAS Digital Innovation Hub in Bintulu and Miri, but it also presents each winner with an additional RM5,000 on top of the Sarawak Shell LiveWire grant.
Closing date for registration for Shell LiveWire in Kuching is on 11 June, 2026.
Register today at https://livewire.shell.com.my/register.html and live your dream!
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