Tree Food Interview: Toddy Palm Jaggery (Part 3)

 Tree Food Interview: Toddy Palm Jaggery (Part 3)

In Myanmar, the traditional way of consuming food is evolving into a new international standard. One standout product is toddy palm jaggery, now produced with beautiful and modern packaging, thanks to Tree Food, founded by Dr. Cho Le Aung. In this interview, she shares the journey of how Tree Food came to be.

Tree Food: Innovating Traditional Toddy Palm Jaggery for International Markets

Dr. Ma Chio Le Aung, the founder of Tree Food, explains the origins of Tree Food as follows: The primary aim of starting Tree Food was to promote Myanmar cuisine internationally. The Toddy palm jaggery, or “Htan Lye” in Burmese, is a traditional Myanmar food used in cooking and also in medicine. It is often consumed as a snack or during ceremonies. The history and cultural significance of Toddy palm jaggery are reflected in poetry, literature, and the lifestyle of jaggery farmers. The goal is to introduce international audiences to Myanmar's cultural practices, such as the tradition of consuming Toddy palm jaggery after meals and their use in gift-giving.

She continued, “I wanted the world to know about the small but significant moments in Myanmar’s culture, such as sharing toddy palm jaggery with friends after meals, during tea time, or as a gift. Many people don’t realize the heritage behind the products they give as gifts, and I wanted to change that by sharing the stories of how toddy palm jaggery is made, the lives of toddy palm climbers, and the traditional methods involved.”

Changing Consumption Patterns

As living standards evolve, so do eating habits. However, toddy palm jaggery has largely remained unchanged. According to Dr. Cho Le Aung, “The traditional jaggery was becoming too sweet and was difficult to finish in one sitting. That’s why I decided to reinvent it by reducing the sweetness and making bite-sized pieces. Tree Food’s toddy palm jaggery now comes in four different flavors: ginger, lime, tamarind, and sour plum.”

Inspiration Behind the Idea

“One day, I came across toddy palm jaggery at a local restaurant and realized that people were forgetting about this iconic product. Nowadays, people are more attracted to brightly colored desserts. Jaggery, although still sold in high-end markets, is no longer capturing people’s attention as it once did. It’s just another dessert to most people, despite its health benefits, such as aiding digestion,” said Dr. Cho Le Aung.

She added, “Older people often find that eating a small amount of jaggery after a meal helps with digestion. However, larger blocks of jaggery are difficult to finish and often go to waste. That’s why I was inspired to make smaller pieces. After consulting with traditional jaggery producers, I discovered how challenging it was to make jaggery into smaller, modern shapes.”

Tree Food's Entry into the Market

Tree Food first entered the market in September 2015. Creating a new product from scratch was costly, and convincing people to change their eating habits was difficult. However, the brand gradually gained acceptance. “Now, people enjoy it at home or give it as gifts. Even foreign customers order our products online,” she explained.

Tree Food's Four Flavors

Tree Food produces jaggery in four flavors: lime, ginger, tamarind, and sour plum. Each flavor has been carefully thought out. For instance, the lime flavor helps with nausea, especially for those who experience motion sickness. Ginger is ideal for women and the elderly, particularly during the cold season. Tamarind and sour plum evoke nostalgic childhood memories.

The intention behind adding flavors to jaggery is that it’s not enough to just reduce the size of the jaggery to capture people’s attention. Therefore, different ingredients are added to the jaggery. The goal is to provide more value than just a single type of food, offering a more luxurious experience. As such, Tree Food produces jaggery in four different flavors: lime, ginger, plum, and masala. These flavors are carefully considered during production.

For instance, the lime-flavored jaggery also includes a distinctive aroma, which is particularly suitable for those who enjoy a more intense flavor. It’s become popular among consumers for its ability to alleviate nausea. The ginger-flavored jaggery is designed for women and older adults, as it helps relieve cold symptoms and nasal congestion, especially during the rainy and winter seasons. Ginger is well-known in Myanmar medicine for its benefits in alleviating fever. The yogurt flavor is favored by children for its mild milk-like aroma. The sour flavor is intended to evoke nostalgic memories of childhood, such as eating sour snacks and candies with friends. 

The production of jaggery with these added flavors aims to provide significant benefits. Creating a new food product is extremely challenging, but the founder’s affection for jaggery drives the commitment to this work. There’s a genuine desire to make a positive impact through this work, despite overcoming many difficulties, including time and financial constraints. Challenges include the need to consider every detail in product development, educating farmers on hygiene, and improving their psychological and economic conditions.

Overcoming Challenges

Starting a new business comes with many challenges. One major issue was sourcing packaging materials. “I wanted everything to be Made in Myanmar, but I struggled to find suitable bottles and packaging materials locally, so I eventually had to use some from Thailand,” she explained.

Marketing the product and training staff were also hurdles. “We encountered quality control issues with some suppliers, which led to losses. But we persevered and found better partners,” she added.

Customer Feedback

From the perspective of consumers, there is relatively little criticism of Tree Food. The prices are slightly higher, but for a food product, cleanliness is crucial. The ingredients used are important, and the company ensures that raw materials are meticulously handled. The quality of the products is carefully maintained. However, jaggery is not available throughout the year; it is only available for about half of the year, which incurs storage costs. Proper storage is essential to maintain the quality and cleanliness of the product for the following year. These factors contribute to the costs involved. The company ensures that everything is done meticulously and with genuine care. They have facilities like pest control rooms and are in the process of applying for FDA Certification from the Ministry of Health. Raw materials for Tree Food are sourced from villages in the region, according to Dr. Ma Chio Le Aung.

Cultural Significance of Food

Dr. Cho Le Aung emphasizes the cultural importance of food, saying, “Food connects people. Everybody loves food, and it’s a part of our culture. When people learn about our traditional foods, they also learn about our way of life and our country’s climate and seasons. In Myanmar, even people living in different regions have varying ways of living and eating."

When learning about jaggery, there are many interesting things to discover, such as whether people in different regions eat and live in similar ways every day. While jaggeryis commonly consumed with warm water in some regions, people in mountainous areas might have their own unique way of consuming it. Additionally, promoting cultural heritage on an international level involves the significance of food. Some countries are renowned for their cuisine, and countries like Korea have used food to promote their national image through television programs.

When people become curious and interested in such foods, it opens up many opportunities and advantages for them. Increased sales of food products can lead to higher revenues and cultural exchanges between countries can be enhanced. The benefits related to food are indeed substantial. By promoting toddy palm jaggery and other traditional foods, Tree Food is helping preserve and share Myanmar’s rich cultural heritage with the world.

Hsu Myat Oo