Amidst growing public awareness of healthy lifestyles, a group of students from the Faculty of Economics and Business, Gadjah Mada University (FEB UGM), has introduced a culinary innovation that combines taste, nutritional value, and environmental awareness. Through a start-up business called Milky Moo, they offer milk-based beverages and food products made from fresh, pure milk, packaged creatively and in an environmentally friendly manner.
Milky Moo was founded by five students from the Management Study Programme: Amanda Divanty, Rashid Abinaya Rahman, Maria Erika Widierasti, Farah Erfa Nafisyah, and Yusuf Juve Rifai. This product is a response to students’ need for healthy and nutritious beverage options on campus.
Bringing Healthy Products
Milky Moo CEO Amanda revealed that she and her team developed a dairy-based culinary business out of concern for Indonesia’s low milk consumption levels compared to other Southeast Asian countries. Data from the Central Statistics Agency (BPS) in 2020 indicate that national milk consumption in Indonesia is only 16.27 kg per capita, significantly lower than that of Malaysia (36.2 kg), Myanmar (26.7 kg), and Thailand (22.2 kg).
“This shows that there’s a gap in meeting people’s nutritional needs, especially for productive age groups like students. One of the reasons for low milk consumption is limited access to good-quality milk products at affordable prices,” she explained.
Meanwhile, on campus, including at UGM, there aren’t many healthy drink options in the canteen, and most of them are high in sugar. Based on an internal survey conducted by the Milky Moo team among 100 UGM students, 78% of respondents expressed a desire for healthy and nutritious beverage alternatives in the campus canteen. Responding to this need, Milky Moo offers fresh milk-based beverages from local farmers in Yogyakarta that are nutritious, affordable, and packaged in an environmentally friendly manner, with a variety of flavours to suit the tastes of the younger generation.
Operating at the FEB UGM Canteen, Milky Moo offers a variety of pure milk-based products with appealing flavours such as chocolate, strawberry, Oreo, matcha, yoghurt, and Yakult. In addition to beverages, they also offer crispy egg waffles and soft-serve ice cream with a variety of flavors, such as vanilla, strawberry, and chocolate, served in a waffle cone, making it an ideal choice for enjoying while relaxing or working on campus.
Every product is made with fresh ingredients and served through live preparation, providing an interactive experience for customers. With affordable prices, Milky Moo aims to reach more students without compromising on the quality of ingredients or taste.
In starting this business, the Milky Moo team received direct guidance from seasoned practitioners in the fresh milk industry, including Satrio Sakti Utomo, founder of Tom’s Milk, and Lukman Irvan, owner of Susu Asik Jogja. Through discussions with these two mentors, the team gained valuable insights into milk processing, operational management, and strategies for maintaining product quality.
A Business with Social and Environmental Awareness
Milky Moo’s commitment extends beyond the business aspect. They also integrate sustainability values into every process. Products are packaged using environmentally friendly paper cups, and customers who bring their own tumblers will receive a special discount.
Additionally, Milky Moo collaborates with fellow UGM students in a waste management programme and runs a corporate social responsibility (CSR) programme called ‘Berbagi Susu’ (Sharing Milk), inspired by the 1000 Susu social movement. Through this programme, Milky Moo regularly donates a portion of its profits to provide milk and food to orphanages in Yogyakarta.
Although it only began operating in the FEB UGM environment in early 2024, Milky Moo has received a positive response from students. Creative marketing strategies, collaborative promotions with student organisations, and an active presence on social media have made this brand increasingly well-known among young people.
In the long term, the Milky Moo team aims to expand to other campuses, such as UNY and UII, and explore opportunities for partnerships and business collaborations.
“We want to position Milky Moo as a brand that not only offers quality products but also conveys the importance of a healthy and sustainable lifestyle,” concluded Amanda.
Reportage by: Kurnia Ekaptiningrum
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