Jiva: All-natural probiotics in every drop

MORE and more research show that probiotics play a vital role in keeping a strong immune system. Contributing to its popularity are proven benefits such as a good digestive system, better food absorption and even healthy skin.

In Cambodia, Jiva Probiotics beverages offer the benefits of probiotics to local consumers. The product range was born out of the brand owner’s personal need to find an all-natural remedy to build a strong immune system. From the Sanskrit word which means “to live, to breathe”, Jiva is a range of hand-crafted fermented beverages packed with natural and living probiotics.

In the this interview, founder and brewmaster Robert Lucas explains the beginnings of his company and plans for expansion.

Robert Lucas, founder and brewmaster of Jiva Probiotics, says his search for healthy products in Cambodia led him to start his company (Photo: Jiva)

What inspired the establishment of Jiva Probiotics?

I have a degree in biology, and when I came to Cambodia from the United States in 2009 I did NGO work and photography – nothing related to biology. After being here for some time, I noticed that I was not as well, health-wise, as I always had been back in the US. As I didn’t rely on doctors and medicines, I took it on my own. With my educational background and more research, I tried to come up with ways to strengthen my immune system.

Fermented foods came across my radar, and so I started making fermented ginger as a drink. I tried half a dozen other things in addition to the ginger brew that we’re doing now. After about six months of drinking it I started feeling well. Before, I was getting sick for about once a month. So, it was a huge change for me to see such results and not getting sick. That’s the personal start of it, and then I started sharing it with friends and colleagues.

But the inspiration was from wanting to improve my own personal health, given the condition of health care in Cambodia. I needed to empower myself and look after my health. The business came later. I was teaching English at the time, and I shared my ginger brew with my colleagues and they loved it. It tasted great to them and they were also noticing some health benefits. They told me to make it a regular thing and start earning money from it. At that time there were no brand or label to speak of – I just put it in empty bottles. After a while, my co-teachers told their friends who had restaurants and businesses. Then I realized I had to turn this into a brand and develop it properly.

Overtime the business grew organically – largely through word-of-mouth. So after brewing for just myself and friends for about a year, I developed and launched the brand in March 2015.  

Jiva Probiotics health beverages include ginger-based brews expected to boost digestive health and immune system as well as invigorate the body. The company also makes apple cider vinegar, and pineapple brew. All are made with natural ingredients, including the probiotic (Photo: Jiva)

Can you please tell us about the products you offer, and where do you source the ingredients?

Most of our products are ginger-based. The skin of the ginger root itself has a naturally-existing bacteria and when fermented it produces lactic acid bacteria. We’re using this all-natural bacteria found in the ginger root.

We offer flavored ginger brews using local flavors and ingredients such as passion fruit, lime, hibiscus and chai spice. The only non-local flavor we have is ginseng, which comes from Korea. We also have two non-ginger-based brews. First is a pineapple brew, a drink which has Latin American roots. The pineapple is fermented, and to it, cloves, cinnamon and lime juice are added. All are local ingredients. Second is the apple cider vinegar, which is something I didn’t start out with but there was a big demand and tremendous request for it. Since apple is not grown in Cambodia, we source it from various organic produce markets in New Zealand. About 90% of our ingredients are sourced locally while we import the rest.

How do you describe the market’s response to your products? What are the challenges and how are you addressing them?

There was an overwhelming reception when we launched Jiva Probiotics. We were able to expand and grow during our first six months. About 80% of our market are expatriates and 20% are Cambodians.

Expats who come here are already familiar with probiotics. The challenge with them is in reaching out to the places they frequent. Meanwhile, probiotics is something new for the Cambodians so we have to do a lot more of education campaign to them. Today, Jiva Probiotics’ sales growth is a steady 5% to 10% per month.

A delicate pineapple brew is flavored with cloves, cinnamon, and lime juice  (Photo: Jiva)

How are your products distributed locally, and are there plans to export the product?

Our products are distributed mainly to retailers, health-conscious cafés and restaurants, organic-produce markets, hotels and bars. Aside from Phnom Penh, Jiva Probiotics are also sold in the provinces such as Siem Reap, Battambang, Preah Sihanouk and Kampot.

Regarding export plans, the company is planning to distribute in Ho Chi Minh City, Vietnam through a soon-to-open spirulina-based café. There are also plans to expand in Bangkok, Thailand. We plan to start small by exporting about 100 to 200 liters per month and we’ll see how it goes from there. The idea is to go into restaurants and some farmer’s market-type outlets and weekend bazaars and then work towards bigger outlets like supermarkets.

Are your products organic?

We will always source organic ingredients when possible, but this can sometimes be a challenge in Cambodia. We can guarantee that all our products are always 100% natural, never including any preservatives or added “flavorings” that are harmful to health.

What sourcing standards do you follow?

All of the ingredients we buy are through organic-certified markets which have their respective certifications. Our ginger comes from the countryside. Although it does not have the same organic certifications because they come from small-scale farmers, we ensure that we only source the old ginger for of its medicinal value. As you know, Cambodia exports old ginger to Vietnam and China for medicinal purposes.

What manufacturing processes and technologies do you use in creating your products?

We start with masticating the ginger. Then, the juice and the pulp are mixed with water and sugar and they are fermented in glass for an average of seven days depending on the weather and temperature. From there the pulp will be strained. Since it’s a concentrate we’ll dilute it further and add flavor such as lemon, lime, passion fruit, hibiscus, chai spice and turmeric.

For the flavored brew we add the following amount: 15ml. of lemon and lime juice; 20ml. passion fruit; 10 grams of turmeric per bottle; ½ gram of spirulina per bottle; and 80ml. of hibiscus extract. We use about 200 grams of ginger per bottle and its sugar content is 15 grams per bottle. All ingredients are weighed in before the manufacturing process.  

We store the ginger brew in a refrigerator and we only mix in the flavors when we get orders.

Jiva Probiotics does not use any commercial probiotics strain. The ginger root has it and when fermented with water and glucose, more lactic acid bacteria are produced. So, everything is natural and living.

Our main job is to create the proper conditions for this natural process to take place. In that sense, it’s more of a craft product and not a standardized product. Everything is lab-tested and verified and part of what makes us special is the hand-crafting part of the process.

What is the shelf life of Jiva products?

Jiva Ginger Brew should always be kept refrigerated and is best consumed within one month. Because Jiva drinks are living and still fermenting in the bottle, they will become less sweet and more sour over time. If the level of sweetness is less to the liking of the customer, they can simply add a small amount of cane sugar. This will actually help feed the probiotics in the drink and even extend the life of the drink.

Jiva Apple Cider Vinegar does not need to be refrigerated and gets better with time with no real expiration. It should be kept out of direct sunlight though.

What is your current production capacity? Any expansion plans?

Currently, we are producing about 1,000 liters per month and we could double that in the space that we are in now. But if we want to go any bigger we have to move to a bigger space but we are not limited by anything and we could just add more staff. We have five staff right now.

Could you tell us more about the sustainability programs you have started in your company?

All of our 750 ml. bottles are 100% recycled. We also have collection program in partnership with our retailers. About 30% of our bottles are recycled two to four times.

How do you see Jiva Probiotics in the next five years?

Ideally, we’ll have more foothold in Vietnam and Thailand.

I’m really excited to take the business to the next level, medically, by having the basic knowledge in certain medical communities not only in Cambodia but also outside the country. We’d like to attend conferences, seminars and workshops so we can progress better. I also envision new products being introduced, such as a honey-based probiotic drink. 

Contact the company:

Boardroom connection:          Robert Lucas

Position:                                  Founder & Brewmaster

Company:                               Jiva Probiotics

Address:                                  No. 12, Phum Prektoil, Stung Meanchey, Phnom Penh, Kingdom of Cambodia

T:                                            +855 78 932 911 | +855 78 422 409

E:                                             robert@jivaprobiotics.com | info@jivaprobiotics.com

W:                                           www.jivaprobiotics.com