Renuka Sena | Founder of Proficeo
Please introduce yourself.
I have worked on Malaysia Social Enterprise Startup since 2008. As a CEO of Proficeo, I've supported lots of technology startups and Social enterprises with diverse governmental programs.
How have you been collaborating with Willie and Global Cerah?
We first met in the Accelerating Program ‘MRANTI’, operated by the Science Ministry in Malaysia. It was the beginning of 2020, the time just before he was selected as an Asia Beautiful Fellow.
Proficeo collaborates with entrepreneurs to support them in industrializing, raising funds, and expanding their business model. Willie and I interacted deeply in two sectors. First, my coaching team cooperated with Willie to industrialize and expand his business during the accelerator program. Willie always listens to others carefully. He has pivoted his focus based on feedback from coaching and attempts to figure out efficiency.
Willie is always ready to adopt new ideas, listening to others rather than sticking to his standard. At the beginning of Global Cerah, Willie was absorbed in inventing technology to transition alternative proteins into feeds. But considering the environmental issues that Malaysia and Global Cerah face, there was feedback to place emphasis on agricultural waste. Agricultural waste harms the climate, but farmers still lack the technical capacity to manage waste.
Therefore, out of other alternative proteins, such as food waste, Willie pivoted his business model to focus on agricultural by-products. This strategic shift allowed him to establish a robust circular economy that directly empowers smallholder farmers. So, he finally supported farmers by building the circular economy. He supports farmers with a system that subsidizes the feed grinder, pays for agricultural waste, and returns the feed to the farmers through the collection and production process. With his own strategy, Willie demonstrated that the circular economy can make cooperative relations with farmers.
I am also participating in the World Summit Awards(WSA) as a Malaysian delegate. WSA is a global competition established by the World Summit on the Information Society(WSIS) more than two decades ago. It focuses on how information and communication technology has supported entrepreneurs and social enterprises to accomplish the Sustainable Development Goals. Willie applied as a WSA Malaysian participant in 2024 and was named the champion in the Malaysian green and environment sector. He is in the Top 5 in the global sector. So I am really proud of him.
You have a long experience in the impact ecosystem in Malaysia. In what ways do you find the approach of Global Cerah special?
In terms of business model, Global Cerah established a farmer-centric model. Willie makes a great outcome which is applicable in both East Malaysia(Sabah region) and West Malaysia(Malay peninsula).
In Malaysia, where a significant portion of the population is engaged in agriculture, smallholder farmers often operate on razor-thin margins. This leaves them unable to afford proper waste management, resulting in agricultural waste being left to rot and causing environmental degradation. Willie’s genius lies in transforming this liability into a profitable asset. He has dedicated himself to educating farmers on how waste can be repurposed and providing them with the necessary tools to turn it into a source of income.
He has established fundamental supply chains to retrieve and manage agricultural wastes for farmers. Farmers can make profits with waste through these chains. Willie also gives them incentives by selling green fertilizers and feed at a discount.
Willie and Global Cerah demonstrate alternative fertilizer and increase yield as well as the profits from wastes. There are a few startups that deal with waste, but they rarely make actual outcomes regarding the circular economy. Willie made a great example of success with his unique strategy.
What do you see as the most distinctive aspect of Global Cerah?
I highly value his decision to implement a licensing model. By packaging Global Cerah’s IoT-driven production facilities and operational systems, he has created a scalable impact model that is now being successfully replicated in other ASEAN nations. It is a good case that shows a Malaysian innovative solution can work overseas.
Having worked closely with Willie over time, how would you describe him as a leader?
Willie is an exceptionally agile leader. He is remarkably receptive to feedback, prioritizing collective growth over his personal ego. I once visited Hyderabad, India, with Willie for the final competition of WSA Global. Willie interacted with other global winners and considered how to collaborate with them. He is willing to share his experience and build a good relationship with people.
One day in Hyderabad, Willie took a call from an annoyed customer due to the issues with the shipping documents. He immediately calmed down the customer and promptly took action to provide a solution. As a leader, Willie believes that the work for customers is linked to the work for his colleagues, furthermore, for Global Cerah.
The high retention rate of Global Cerah's founding team is a testament to Willie's exceptional leadership and integrity. When we suggest something to him, he always responds quickly. He looks deep into what he can do well and better. He is also a diligent and dedicated leader who reflects others' feedback. I'm sure that his leadership based on learning leads a successful growth of Global Cerah.
Renuka Sena | Founder of Proficeo
Please introduce yourself.
I have worked on Malaysia Social Enterprise Startup since 2008. As a CEO of Proficeo, I've supported lots of technology startups and Social enterprises with diverse governmental programs.
How have you been collaborating with Willie and Global Cerah?
We first met in the Accelerating Program ‘MRANTI’, operated by the Science Ministry in Malaysia. It was the beginning of 2020, the time just before he was selected as an Asia Beautiful Fellow.
Proficeo collaborates with entrepreneurs to support them in industrializing, raising funds, and expanding their business model. Willie and I interacted deeply in two sectors. First, my coaching team cooperated with Willie to industrialize and expand his business during the accelerator program. Willie always listens to others carefully. He has pivoted his focus based on feedback from coaching and attempts to figure out efficiency.
Willie is always ready to adopt new ideas, listening to others rather than sticking to his standard. At the beginning of Global Cerah, Willie was absorbed in inventing technology to transition alternative proteins into feeds. But considering the environmental issues that Malaysia and Global Cerah face, there was feedback to place emphasis on agricultural waste. Agricultural waste harms the climate, but farmers still lack the technical capacity to manage waste.
Therefore, out of other alternative proteins, such as food waste, Willie pivoted his business model to focus on agricultural by-products. This strategic shift allowed him to establish a robust circular economy that directly empowers smallholder farmers. So, he finally supported farmers by building the circular economy. He supports farmers with a system that subsidizes the feed grinder, pays for agricultural waste, and returns the feed to the farmers through the collection and production process. With his own strategy, Willie demonstrated that the circular economy can make cooperative relations with farmers.
I am also participating in the World Summit Awards(WSA) as a Malaysian delegate. WSA is a global competition established by the World Summit on the Information Society(WSIS) more than two decades ago. It focuses on how information and communication technology has supported entrepreneurs and social enterprises to accomplish the Sustainable Development Goals. Willie applied as a WSA Malaysian participant in 2024 and was named the champion in the Malaysian green and environment sector. He is in the Top 5 in the global sector. So I am really proud of him.
You have a long experience in the impact ecosystem in Malaysia. In what ways do you find the approach of Global Cerah special?
In terms of business model, Global Cerah established a farmer-centric model. Willie makes a great outcome which is applicable in both East Malaysia(Sabah region) and West Malaysia(Malay peninsula).
In Malaysia, where a significant portion of the population is engaged in agriculture, smallholder farmers often operate on razor-thin margins. This leaves them unable to afford proper waste management, resulting in agricultural waste being left to rot and causing environmental degradation. Willie’s genius lies in transforming this liability into a profitable asset. He has dedicated himself to educating farmers on how waste can be repurposed and providing them with the necessary tools to turn it into a source of income.
He has established fundamental supply chains to retrieve and manage agricultural wastes for farmers. Farmers can make profits with waste through these chains. Willie also gives them incentives by selling green fertilizers and feed at a discount.
Willie and Global Cerah demonstrate alternative fertilizer and increase yield as well as the profits from wastes. There are a few startups that deal with waste, but they rarely make actual outcomes regarding the circular economy. Willie made a great example of success with his unique strategy.
What do you see as the most distinctive aspect of Global Cerah?
I highly value his decision to implement a licensing model. By packaging Global Cerah’s IoT-driven production facilities and operational systems, he has created a scalable impact model that is now being successfully replicated in other ASEAN nations. It is a good case that shows a Malaysian innovative solution can work overseas.
Having worked closely with Willie over time, how would you describe him as a leader?
Willie is an exceptionally agile leader. He is remarkably receptive to feedback, prioritizing collective growth over his personal ego. I once visited Hyderabad, India, with Willie for the final competition of WSA Global. Willie interacted with other global winners and considered how to collaborate with them. He is willing to share his experience and build a good relationship with people.
One day in Hyderabad, Willie took a call from an annoyed customer due to the issues with the shipping documents. He immediately calmed down the customer and promptly took action to provide a solution. As a leader, Willie believes that the work for customers is linked to the work for his colleagues, furthermore, for Global Cerah.
The high retention rate of Global Cerah's founding team is a testament to Willie's exceptional leadership and integrity. When we suggest something to him, he always responds quickly. He looks deep into what he can do well and better. He is also a diligent and dedicated leader who reflects others' feedback. I'm sure that his leadership based on learning leads a successful growth of Global Cerah.