Movement Powered by Consumers, Producers, and a Return to Real Food
An interview with Chris Hayashi from PT. Pasti Enak Bali
Indonesia’s artisanal food scene is at a crossroads, and few people see the stakes as clearly as the founder of PT. Pasti Enak. Although artificial colors, flavorings, and ultra‑processed shortcuts have become the norm, he argues that the country risks losing something far more important than nostalgia: its connection to what real food is supposed to look, smell, and taste like.
He explains this concern through a simple example. “Right now, people are losing their sense of reality,” he says. “If a strawberry pie is bright red and smells like perfume from across the room, that’s not nature — that’s chemistry.” According to him, a natural strawberry pie is darker, softer in aroma, and honest. The same principle applies to hot sauce, cheese, and even chicken soup. After years of exposure to artificial versions, many consumers no longer recognize the real thing.
This disconnect, he believes, is one of the biggest challenges facing Indonesia’s artisanal producers. As a result, naturally crafted foods — nuanced, subtle, and ingredient‑driven — can feel unfamiliar. He often hears questions such as, “Why isn’t your cheese yellow?” or “Why doesn’t it taste milky?” In reality, milk is naturally white, and cheese made from real milk, salt, and cultures reflects that. Meanwhile, bright yellow cheese usually signals added coloring and flavoring.
Rather than blaming consumers, he invites them into the solution.
The Consumer’s Role: Curiosity, Courage, and a Willingness to Support Quality Artisanal Food
He emphasizes that quality has a cost. “Better ingredients, longer production times, proper handling, lab testing, licensing, and professional customer service — these things aren’t free,” he says. Consequently, producers cannot compete with ultra‑processed foods on price, and they shouldn’t try to.
From his perspective, Indonesian consumers have a powerful role in shaping the country’s food culture. To begin with, they must let go of the assumption that imported always means better. In addition, they need to recognize that many Indonesian producers are already using world‑class ingredients and traditional methods with real care.
He adds that these producers need support — not only in sales, but also in the financial breathing room required to keep improving. When consumers choose these products, they are investing in food security, in local economies, and in a more stable and delicious future.
The Producer’s Role: Discipline, Integrity, and a Higher Standard
If consumers have responsibilities, producers have even more. He believes Indonesian producers must demand more from themselves. “You can’t expect the public to choose your product over an import if you’re not delivering import‑level taste, quality, proper handling, and real customer service,” he says.
Moreover, he is blunt about the mindset shift required. Producers must move beyond the idea that “good enough” is acceptable simply because the product is local. He argues that if a producer’s only goal is to make money — without contributing to the country’s artisanal food scene, food security, or people’s health and enjoyment — then they should not expect loyalty.
Ultimately, he believes producers must take the first step. They must learn more, improve more, innovate, and make something they are proud of. Only then will consumers feel the desire to support local products.
Where PT. Pasti Enak Fits In
PT. Pasti Enak sits in a unique position, bridging small producers, premium hospitality clients, and a growing community of consumers hungry for authenticity. He explains that the company leads by example. “We don’t cut corners. We use the best ingredients we can find — and Indonesia has incredible raw materials. We focus on quality, we listen to our customers, and we work with them. That’s how change happens.”
Instead of relying on self‑promotion, he believes in demonstrating what is possible. In his view, the company doesn’t need to praise itself; it simply needs to show what can be made when you dedicate yourself to doing things properly.
A Message to Indonesia
As the conversation winds down, he offers two messages — one for consumers and one for producers — that capture the heart of his mission.
To consumers, he says:
“Don’t look at a price and think, ‘At that price I should buy an import, it’s only a little more.’ It truly may not be. Look deeper.”
To producers, he offers a challenge:
“Strive for perfection. Do better. Stop accepting the old idea that ‘this is Indonesia, just enough is good enough.’ Make it GREAT. Make something you’re proud of.”
