The sun was just beginning to pierce through the morning mist when I met Cliff at his peaceful retreat in Karak, Pahang, a lush sanctuary known as Ethos Forest. Over a simple breakfast of warm oats and freshly brewed soy coffee, the founder of Biogreen and etblisse shared his quiet reflections on life, balance, and nourishment. The calm setting felt symbolic of his philosophy — grounded, mindful, and deeply connected to nature.

For Cliff, food has always been more than just fuel. It’s a lifelong exploration of how nature and the human body exist in harmony, built on the belief that what we eat should restore our health rather than take from it.

Where It All Began

What inspired you to start Biogreen? Was there a personal moment or experience that led you to create a brand focused on natural and wholesome living?

“From the age of 12 I was vegetarian. I realised early on there was a nutrition imbalance – vitamin B12, calcium, all the common stumbling blocks. I read a lot of books, I cooked and experimented, I ate both Western and Chinese plant-based foods and started studying the yin and yang of ingredients.”

Cliff’s journey started out of necessity. As a young vegetarian, he often faced doubt — from parents worried about nutrient deficiency to friends who couldn’t understand his choices. Instead of giving in, he turned to learning and experimentation. He began combining raw and cooked grains, balancing yin and yang ingredients to keep his energy steady and his health strong.

Over time, Cliff became his own experiment, paying close attention to how his body responded to different foods. Those personal trials grew into a library of knowledge that would later inspire Biogreen — a brand built on nourishment that blends science with nature and wisdom born from real experience.

From Biogreen to etblisse

Both brands share the same roots in wellness but have their own unique stories. How do you see Biogreen and etblisse complementing each other?

“etblisse carries the same philosophy as Biogreen but focuses on harmony — where ancient food wisdom meets modern wellness. It’s crafted for specific needs such as children, expectant mothers, and those seeking balance for skin, hair, or immunity. Biogreen builds the foundation of nourishment; etblisse brings it to the next level by restoring balance and vitality through natural, wholesome ingredients.” 

Cliff describes Biogreen as the foundation — the science of health that cultivates daily nourishment and better habits. etblisse, on the other hand, translates that science into wisdom — refining those habits through traditional knowledge, mindful nutrition, and formulas inspired by nature’s harmony.

Together, Biogreen and etblisse form a complete cycle of wellness. One lays the groundwork for everyday health, while the other refines it through targeted, natural solutions — both united by the same belief in balance, simplicity, and mindful eating.

Built on Trust, Grounded in Integrity

Biogreen and etblisse

With so many “healthy” products in the market today, how do you make sure Biogreen stays genuine and consistent with its promise of clean, trustworthy nutrition?

“Track record and time. We’ve been around for 28 years. I’ve been drinking my own formulations since young — still sleep well, still feel healthy. We export to Singapore and Hong Kong, follow international standards, and I test everything myself.”

For Cliff, authenticity isn’t something you can claim; it’s something you prove — day after day, year after year. Every Biogreen product, from the beloved O’Kid Oatmilk to the Pink Lady Oatmilk, carries that same promise of trust, transparency, and time-tested simplicity. It’s a standard built not through marketing, but through consistency and genuine care.

Wellness in Everyday Life

Many people turn to supplements for quick fixes. What’s one thing you wish more people understood about lasting wellness?

“Know your taste buds. Know your body. Eat simply. Listen to your body, not your desire. Stop fried food, sugar, and processed snacks. Read the ingredients. Feel your sleep and digestion — that’s your body talking.”

For Cliff, wellness isn’t a passing trend; it’s a practice of awareness. He believes the body already knows what it needs — we just have to listen. His approach to nutrition follows that same philosophy: health isn’t something to chase or cure, but something to cultivate through mindful, balanced nourishment.

The Care Behind Every Creation

How do you source your ingredients and ensure they meet your standards for quality and sustainability?

“We don’t use flavouring or colouring. Every batch is unique because soil, weather, and sunlight change. That’s nature. Some formulas take years to perfect — but we never compromise.”

This commitment is what gives Biogreen and etblisse their signature character. Each batch carries the mark of nature’s rhythm — not uniform, but alive. Subtle shifts in soil and sunlight bring small differences in taste and texture, yet the integrity of every product remains the same: wholesome, honest, and true to its roots.

Making Healthy Taste Good

It’s not easy creating products that are both nutritious and enjoyable. How do you and your team strike that balance?

“We experiment constantly. Each grain has its yin and yang. You can’t force nature into a formula. It’s about balance — raw with cooked, bitter with sweet, young with mature.”

That same spirit of experimentation led to etblisse’s standout creations like the Vegan Complete Protein Shake – Energy Booster, made with 100% plant-based protein and no artificial flavouring, and the Purple Chia Soy, a nutrient-rich blend of purple sweet potato, yam, and chia seeds.

For Cliff, it’s proof that wholesome food doesn’t have to be bland. When guided by patience and respect for natural flavour, nourishment can be both deeply satisfying and delicious.

Doing Good Through Business

You’ve described Biogreen as purpose-driven. How do you turn that belief into real action — within your team, community, or environmental work?

“My mission is to share the vision. I want everyone — children, pregnant mums, families — to have access to wholesome food. It’s not about selling. It’s about giving back through knowledge and good nutrition.”

For Cliff, business is simply another way to serve. His philosophy of “giving back through nourishment” runs through everything Biogreen and etblisse do — from community food donations to educational programmes that promote plant-based living. Sustainability and compassion aren’t afterthoughts; they’re the foundation of how his brands operate and grow.

The Next Chapter for Biogreen & etblisse

What’s next for Biogreen and etblisse?

“We’ll keep evolving. Functional foods for skin, hair, kids, brain health — more targeted but still natural. I want people to see that healthy food isn’t exclusive. It’s for everyday living.”

Signature Products to Explore

From his decades of experimentation, these are Cliff’s most beloved formulations:

  • Biogreen O’Kid Oatmilk – A gentle plant-based milk for growing children
  • Biogreen Pink Lady Oatmilk – Rich in beetroot and soy, great for women’s health
  • Biogreen 5 Grain Plus Oatmilk Energy – High in fibre, energy-sustaining breakfast choice
  • Biogreen O’Soy Plus No Added Sugar Organic Soya Milk Powder – Balanced nutrition with no added sugar
  • etblisse Genki 21 Energy – Herbal multigrain drink for strength and balance
  • etblisse Purple Chia Soy – Antioxidant-rich blend that supports eye and skin health

From the Heart of the Founder

“I tried everything myself. Food isn’t just to heal — it’s to build your foundation. The gut, brain, and immunity all communicate. When you feed them right, everything else follows.”

As we left the table at Ethos Forest, Cliff poured a second cup of soy coffee and smiled. The air was still, the forest alive with quiet movement. It was clear that this wasn’t just where he lived — it was where his ideas took root.

Biogreen and etblisse

From the quiet hills of Karak to kitchens across Singapore, his message stays the same: true wellness begins with how we choose to nourish ourselves.

For those who want to experience this philosophy firsthand, Cliff’s retreat, Ethos Forest, offers a peaceful escape where nature, nourishment, and mindfulness come together — a living reflection of everything he stands for.