What is the nature of your business? (Business Profile)
We import and distribute what we consider essentials for the discerning gourmand. We are agents and importer distributors for products and utensils relating to the joys of eating in Singapore and the region. We pride ourselves in the selecting and offering essentials to the professional and hobby cook. Our lines include MUSSO ice cream machines which, have been produced since 1928 and responsible for a patented machine which revolutionized the ice cream making industry for the home and restaurant; STAUB enamelled cast iron cookware, award winning designer and owner Francis Staub is considered by many as the king of culinary cast iron. With unique designs and performance suited for the kitchen, the table and a nifty range of miniature cookware, they are used by the most celebrated chefs in the world; MAISON THIERCELIN, the oldest saffron family business today are a near two century old spice merchant and sensation maker and have, since 1809 been offering only the finest selections from the lands and seas; CHROMA with their range of knives and cutlery designed by F A Porsche, cutting edge efficiency which boasts advanced materials and are intelligently designed for reduced user fatigue and the hygiene conscious.

What made you embark on this venture choice?
Being the proud owner of a girth requiring high maintenance, it may have seemed to be an obvious path. I strive to achieve a childhood desire to be able to provide food to those in want of such. I knew I had to work with partners-good brands; brands with the right clout. I wanted a range of products, the finest possible to serve better the celebration of food and its role in society. It was so very essential to work with these names in order to achieve the best value, the best product to arrive at an end where profits are not churned into bigger advertising campaigns and the unchecked power of multinational corporations. I try to explain here that I believe one has to share food with your fellow beings. This is my philosophy. "It is the first of all problems for a man to find out what kind of work he is to do in the universe"

How does your business work?
Locally, we have a joint venture which imports, stocks and distributes the brands we work with. We work through distributors in some cases; in others we work directly with the manufacturer, hotel, consumer or retailer, such as a department store. Our product range however diverse, appeals to the one that enjoys good eating and that whom may from time to time, slave over a kitchen stove. This diversity as well extends to the various sectors of the market a case in point, our spices saffron (Crocus Sativus) for example has uses apart from merely culinary with applications in the textiles and cosmetic faculty of the industry. It is the same with mace & nutmeg (Myristica Fragrans) and its oil. Hence with a manufacturer like Maison Thiercelin, the possibility to offer a gram is as possible as to offer a gigagram of the same product to the various sectors within the industry whilst remaining competitive. Our business shall continue to work because of the ever changing tastes and awareness of what is being consumed.

Did you have the capital to start the business or did you have to borrow from someone to get started?
For the most of it not, with whatever little I had and with the help especially from family and friends. I have been fortunate to have come across some whom harbour good wishes for the business and its success.

Do your parents have their own businesses too? Have they inspired you in one way or another?
One half did; with my father running a family business and subsequently his own in the cane and rattan furniture business. It was not easy but at the time, design and craftsmanship played a crucial role in manufacture, distribution and consumer want. I understood here the importance of quality, selection, provenance and well, to take good aim. My mother, a school teacher at a convent and the domestic duchess was always around to dish out sound advice; being an avid cook, she's witnessed me whip up my first dish when I was eight or nine. I was apparently overly fond of pepper back then as well as sugar and spice and all things nice, so it seems! I was always inquiring about food and their origins whilst hovering around in the kitchen to watch her cook. Today I work with products that have origins from all around the globe.

What was your childhood dream? When did you decide that you would strike out on your own instead of working for someone else?
My childhood dream: now that's going a long way back. I'd have to say a fireman or a footballer just kidding. Though I must say the 'foodie' world has seen some of the more famous chefs today having had a previous career on the field or close to the fire. As far back as I can remember, food played an important role in my formative years. Cuisine and the social influences of food and agriculture were of great interest. In my youth I had my very own vegetable and herb garden which I tended to. Something I would most hope for would be to organise a whole experience which oscillates food-a seminar on comestibles which culminate towards a grand banquet at the Istana featuring the finest foods from the finest lands, prepared by the finest chefs-attended by all the religious and political heads of the world and for it's proceeds to the needy. Food needs to serve the need for food. The hardest part in getting this done however is to convince Mr Francis Staub to get over to Singapore, he has a fear of flying!

Why does someone decide to be on their own rather than join an existing company?
Why?it's the pinnacle and crux of this very exercise, the Spirit of Enterprise! why else?

Are there at any point in your life that you experienced a significant event (WW2, racial riots of the 1960s, the Economic Crisis of the 80s or 90s, SARS, new competition or shifts in market behaviour and trends) which affected or influenced you and your business that made you change the way you think and do your business?
I have been fortunate in having seen merely delay and a subdued expression of consumer desires; as was felt globally. For example SARS hampered somewhat the launch of a new range but we were in no hurry anyway as the rest of the world feeling it too. Emerging growth post 90s and SARS have been developing in a manner which we had hoped for. For the better part of it, with food people were more conscious of their eating habits and diets. Discoveries of materials or methods brought favour to traditional yet innovative cookware. Materials in the design for cutlery and accessories had reached new levels. Fine dining is on the rise, so is the gourmet food business and basically we notice an improved lifestyle for the majority of the developed world. Having said that though, we may possibly have a significant event looming over us; Iran produces over 95% of the world's saffron needs. Our saffron is from Iran.

What are some of the challenges in starting a business from scratch?
I would say in most cases, actually letting people (clientele) know that you are around during their everyday decisions. They need be informed about the presence of the brands and or services that a new business has to offer. Building a reputation based on above all, quality and delivering that service.

Who/What motivates you?
My family, friends and associates; most importantly the ever omnipotent and omnipresent, that eye in the sky. A great portion of the motivation is out of respect and reverence of food. That food, with its pleasures, is denied to more than 850 million people worldwide of which over 97% are from developing and transitional economies. It has made me desire to in some way tailor my wants and tastes to benefit the very core of a food crisis we see worldwide. Food bonds the nations and cultures. Other motivation comes from reading the works of the food writers of old-understanding change, styles, methods; the same ingredients put through the hands and times of our lives. A not so recent title, Fast Food Nation may make good reading on the ever changing face of food and our everyday day decisions concerning what we consume. You have the freedom to choose. Why not choose quality above all else? A belief that what I do is going to do more for another at some stage. To be able to offer one for gastronomic pleasure is to also be able to offer another, whose existence is crucial to the nourishment received.

Tell me about the first few customers and the first few years of business.
Those early years were spent working with the clientele that knew me and my business goals. They made initial purchases and were supportive in asking that I updated them as I moved along. More importantly they were people of opinion who hoped to see more world class products on our shores. They provided valuable feedback and it's refreshing to meet like minded people.

Please tell me some stories of your best day in business or your proudest achievement to date.
Achievements? I manage today, to let a new person know what I do for a living. This is an achievement to me. A gratifying business day is to see a happy customer, one that goes on about the quality and availability of marvellous products for their homes or establishments. Another example was when I visited a highly respectable spice trader to seek but an opinion. I showed him my wares. He exclaimed that the quality being offered was something he had never seen before. This, coming from a 4th generation specialist in the trade did please me to know I was able to receive the fine acknowledgement of a fellow whom partakes of the industry we both share.

Do you recall your worst day in business? Have you ever felt like giving up?
Yes, there had been times when it would seem easier to throw in the towel. Of course there have been some days that things had not gone to plan at all in a big way! It has not been easy but perseverance proves that if you've experienced the worst, you'll experience the best as well. The disgraceful disregard of food to the many a hungry world wide would never see me give up!

When was the moment you realised the business would work and support you?
The moment I decided to do it. To realise that offerings of quality coupled with affordability generally leads itself into sustainability which translates onto profitability.

What are some of the things you have had to overcome to succeed?
A market place like any other. Justification, after all our consumers have a freedom to choose and in this, we had to overcome the vast array of alternative products available. Be it utensils, gifts, comestibles, equipment, there are existing products in every nation. It was not what I had learned or had discovered but more importantly, translating this to the consumer. Explaining the price for quality factor which sometimes can pose as a puzzle. Singapore is not a huge market in itself but is a key point; possessing an infrastructure that has served it well in the region. In Asia, the dominance of brands and media play a vital role in determining success. Oftentimes, it arrives at the expense of knowledge which had given way to the media which may not always be the best source of information. A key interest is also globalization in a realm where food critics, celebrity chefs or the media affect a brand's position in any given market and do endorsements actually help a food lover. How often do you ask yourself if what you hear or read is always the truth? Does it mean a product that is endorsed by a notable figure makes it the best choice? In some cases yes, in most cases, not. Do we really hear the truth about what we read? Are we as informed?

What are some qualities that you feel you possess which differentiate you from someone who works for others?
I have a deep seeded ambition to see what I have started right through to the finish. Working for another may not offer one such a possibility seeing what was started was possibly done by someone else. I am not here to get a job done, I am here to get a vision realised. When I was diagnosed with a blood ailment, I inquired if further research could be done on natural ingredients and remedies (possessing active ingredients to which I knew the medication was based on). I believe that I work with some essentials which have a place in everyday life and I try everyday to make them a part of this. Someone that works for others may not see it in this manner and fashion.

To succeed in business, what qualities are essential? What are some of the ?secrets? in making a successful business?
Hard work. A sense of understanding trends, evolution of merchandise and tastes. Quality in all its forms and manner. It's no secret. The ability to observe this diligently, to be able to obtain and offer to the consumer the translation of all these qualities. Definitely reason; and definitely passion.

Who or what inspires you?
People! You and anyone that has the freedom to choose. My clients inspire me a lot. Their choice and their recognition of quality in what they serve their guests at home, in a restaurant or through manufacture of a product which ends up in the belly of the consumer. A golfer, a singer, chef or a scientist, politicians; there are always leaders; as there are followers and as there are outsiders the name of the game. A competitor may emulate a leader and in turn do a good job or fairness and competition, a game for the consumer observe. Constant challenges inspire. An outsider may compete; but in most cases may not prove worthy in competition, in others, yes. Observation guided by sound understanding of the principles that govern your position in the market is inspiration. I am inspired by my choice of brands in that they are world class brands.

Have you ever thought of expanding the business in some way or in multiple locations? How and where?
Naturally as we would require to reach more directly the final consumer. An immense proportion of thought given to the manner in which the concept and idea may translate within Singapore, the food appreciating capital of SEA. It would be prudent to not make mention of the how and the where of this at the moment.

What aspects of expansion would you like to see for your enterprise?
Grow at home. It pleases me that our island is today, a melting pot of cuisines and cultures with an apparent fondness for all things edible. The path of expansion should be availability in the travel retail sector and major air travel shops with a fuss free quality assured mode of shopping. We would foresee our clientele to be the well informed traveller whom appreciates the finest from the lands. Travel through Asia which has a natural history as a gateway for the spice trade is a tale only our forefathers may well reminisce.

In your opinion, how would you define entrepreneurship?
The developments of an idea, concept or method brought into fruition by ones own actions and convictions. It helps if you’re from a small island called Singapore, where such initiatives receive the attention and support of the various industries within the economy. The ability to lead from an idea with one's creative genius and have another recognise and give it a name Entrepreneurial-ship.

To what extent does ones educational level help or hinder entrepreneurial-ship?
Education in any kind and form; academic or otherwise never hinders and can only help. An experience garnered in an industry market place is an education. A bad business deal is an education. Learning about new tastes and flavours is an education. Education is interaction with people of all levels. Education therefore never hinders but plays an extensive role in entrepreneurial-ship. Education is not restricted to a platform for measure or a desk or an experience.

As we try to select the final 41 entrepreneurs, what qualities would you think a person should have to inspire others?
Vision. Determination. Passion. Creativity. Belief. Motivation. Leadership. I could liken it to a cup coffee for the morning. An entrepreneur has desire to seek desire that the other 40 entrepreneurs shall revere the offerings of that person by their side.

What are some of your own values in doing business and what do you like to pass down to others, particularly the younger generation?
Apart form a gut feeling, it is important develop an ability to observe a market and try to offer it the best choice. Remember, it is your market and it has all the freedom to choose. To garner sound advice and support from those who have a story to share, herein is education. Compassion: to understand that what you seek to achieve has some role to play in reaching out towards a greater function. Research: from the perspective of a consumer and as producer and finally, to keep well the nature of ethical commerce. This is a recipe that works!

what advice would you give young people who want to start their own business?
Understand the nature of your business services or products in the market place today and in history. Learn well from the successes and failings of one that has ventured forth earlier. Set a standard. Decide on a method. Understand the alliances that need be formed, be it from manufacture, to logistics, to retailer, to clients, to suppliers. Everyone plays a part in your success.

Why the name CORNUCOPIAE?
It was named such to mean the provision of all there is to offer, food and drink, for all without end. No one should be left with want of food. Greek Mythology: CORNUCOPIAE is the horn of the goat that suckled Zeus which broke off; out of gratitude Zeus turned one of the goat's horns into the cornu copiae ("horn of plenty") which was always filled with whatever meat or drink (or flowers, fruit and grain) its owner desired signifying abundance, prosperity and has become the symbol of plenty, the horn of plenty. (Zeus in Greek mythology, is the spiritual leader of both gods and men; in Roman mythology, he is known as Jupiter)

Your Personal Comment [Optional]
I am amazed by the passion of Mr Sebastian in food industry. He is a man who ensures high quality in the things that he does. A man of vision who go all out to get the vision realised. A real life example of a truly entrepreneur spirit. The experience with Mr Sebastian was indeed wonderful and inspiring.