This year, BOH, Malaysia’s trusted tea grower of Cameron Highlands and the nation’s largest tea producer, turns 95. Truly a Malaysian achievement, BOH’s 95-year brand journey unveils a story of vision, passion and sustainability that has spanned nine decades and more.
The exciting history all began in 1929 in the Cameron Highlands when BOH’s visionary founder, J.A. Russell, had the foresight to start an authentically Malaysian legacy amidst uncertain economic conditions at that time.
Since then, BOH has made inroads into the tea production industry, always guided by its founding principles of sustainability as well as a deep respect for nature’s gift and fertility of the land to which it owes much of its success.
BOH’s five-day roadshow, themed, ‘95 and Brewing for Tomorrow’ was held at 1Utama from 17 to 21 July 2024. Jason Foo, Chief Executive Officer of BOH Plantations, said, “Our 95th milestone is very significant for BOH and Malaysia. We are an authentically Malaysian tea brand that has come a long way, thanks to the support of consumers locally and abroad as well.
“Hosting this community celebration is one way for us to express our appreciation to our consumers. At the celebrations, we will also take the opportunity to share our commitment and aspirations to be future thinking as we continue brewing for tomorrow.
“As a responsible tea grower always seeking to perfect its tea craftsmanship, BOH is equally passionate to find ways to operate and grow our teas without harming the environment and more importantly, to regenerate the environment,” he added.
The ‘95 and Brewing for Tomorrow’ Celebration delivered a fun, engaging and interactive Ummph time for the public. They also had the opportunity to interact with BOH’s brand ambassadors, Fazura and Azira Shafinaz, who made an appearance on July 17th and 20th respectively.
Fazura also unveiled a new collection of Fazura Tudung, specially designed for BOH’s 95th Anniversary while Azira made a special performance for the audience.
The public also had a chance to catch Hot FM radio cruisers who made pit stops at select areas prior to the main celebration, where they engaged with the public through a BOH Wish Tree initiative. The community was invited to pen their thoughts on how they can join BOH in brewing a better tomorrow.
For every card collected, BOH will be contributing to the Tropical Rainforest Conservation & Research Center (TRCRC) in support of Urban Biodiversity efforts. They aim to sponsor up to 500 new seedlings to be collected and nurtured by TRCRC for future tree planting exercises at identified locations.
“On our 95th Anniversary, we will also salute the generations of BOH tea connoisseurs who had the passion and dedication to carry on the BOH tea journey.
“In particular, we pay tribute to the late Datuk Tristan Russell, BOH’s longest-serving Chairman, who passed on in November 2023 at the age of 91. We celebrate the life and legacy of this dearly loved and remarkable visionary who left an indelible imprint on BOH’s history as well as the Malaysian tea industry. Tristan introduced many innovative techniques, infrastructure and tea-making technologies that had a positive impact on our tea business,” added Foo.
A limited edition tea, Tristan’s Reserve, has been specially commissioned in his honour and was made available at the roadshow.
BOH has certainly etched its endearing presence in Malaysian society as a much-loved beverage while capturing the hearts of tea lovers and travellers, captivated by its stunning flagship Sungei Palas Tea Centre in Cameron Highlands.
If you haven’t had the opportunity to visit BOH’s Sungei Palas Tea Centre in Cameron Highlands, plan for this ‘must-visit’ trip this year so you can truly experience and appreciate the sensorial tea experience that packs each cup of passionately crafted BOH tea with that unmistaken Ummph! moment.
For more information, log on to BOH’s website and follow them on Facebook, Instagram and TikTok.
