Leadership

CEO – Chief Executive Officer

COO – Chief Operating Officer

CFO – Chief Financial Officer

CMO – Chief Marketing Officer

CEO – Chief Executive Officer

Seasoned foodservice and F&B manufacturing entrepreneur Feliz graduated from Ming Chuan University (銘傳大學) with a Bachelor of Electronic Engineering. Prior to incorporating Plantex, he founded 18CTEA and Kitea, two highly successful retail brands that have since established a global presence.
Inspired by Anthony Bourdain, Feliz finds joy in introducing his plant-based creations to consumers worldwide. He has accumulated vast amounts of valuable experience in F&B and international trade over years of doing exactly that.
Feliz keeps himself informed of important developments in all the countries his companies operate in, in addition to regularly meeting with business partners in these countries to learn about the latest market trends. He then makes use of this information to formulate appropriate market penetration and business expansion strategies. His research and planning skills have been crucial to Plantex’s success thus far.

COO – Chief Operating Officer

Mr. Chew is a plant-based industry veteran who spent the last 25 years simultaneously exporting Malaysian plant-based products to overseas markets and importing plant-based products from international brands to be distributed locally.
He is a pivotal figure in Plantex who applies his operations management and business development skills to onboarding new business partners, strategising entry into new markets, and overseeing our day-to-day operations.
He has built a large network of useful contacts both in Malaysia and abroad who may be relied on to provide Plantex with essential growth resources as it expands.

CFO – Chief Financial Officer

Ms. Lum, an accounting professional with 10 years of industry experience, has been entrusted with managing the accounts of five companies affiliated with Plantex. She is responsible for monitoring and optimising Plantex’s financial performance, a task which also involves payroll management and liaising with financial service providers.
She studied accounting at the Tunku Abdul Rahman University of Management and Technology, where she consistently excelled at academics.
Having previously worked for various export-oriented companies, Ms. Lum is adept at navigating customs procedures and cultivating good relationships with overseas business partners.

CMO – Chief Marketing Officer

Saito University College graduate Mr. Choong possesses both entrepreneurial and artistic flair. He is the founder of two successful businesses – Oriborn, a branding and advertising agency, and Artishom, an interior design and hospitality management firm – who also creates vector illustrations for sale under the name Ori Artiste.
The mastermind behind Kitea’s playful, yet minimalist aesthetic, Mr. Choong has previously worked on branding and marketing projects commissioned by well-known companies such as McDonald’s, Volkswagen, Shangri-La Hotels and Resorts, and Pavilion Kuala Lumpur. His diverse skillset includes, among others, branding, marketing, publishing, animation, website design, interior design, and photography.