This desperate situation became the birthplace of Yusri, a frozen food brand specializing in seasoned ("ungkep") duck and free-range chicken that now dominates markets from the Greater Jakarta area to Kalimantan. This isn't just a survival story; it is a profound transformation of a farmer with zero culinary background into a nationally certified food manufacturer prioritizing quality and "Halal" integrity.
Frozen food empire using strategic innovation
Prior to 2020, Mas Wi followed the traditional farming cycle: raising Day Old Ducks (DOD) for 40 days and selling them to middlemen. However, this reliance on middlemen left him with zero bargaining power. Farmers often suffered when feed costs skyrocketed while middlemen suppressed selling prices. When the pandemic severed distribution chains, Mas Wi faced a financial hemorrhage as feed costs for 8,000 ducks continued to drain his savings.Surviving the Pandemic: A Strategic Pivot
The emergency decision to slaughter his entire stock was the catalyst for his new venture. He recognized a surging demand for "ready-to-cook" meals as people were confined to their homes. This realization sharpened his business instincts, shifting his focus from selling livestock to creating high-value consumer products.AGRICULTURAL BLUEPRINTS: Kopyor Coconut Cultivation: Pak Arif’s Precision Farming Blueprint
Transitioning from farming to food processing was far from easy. Duck meat is notoriously difficult to prepare—if handled incorrectly, it becomes tough and develops an unpleasant odor. Lacking a culinary background, Mas Wi invested 15 million IDR in an "ungkep" seasoning e-book, yet the results were disappointing. It took seven months of relentless trial and error and over 100 failed attempts before he perfected a recipe that was tender, flavorful, and odor-free.
Scaling Operations and Meeting Global Standards
Success in the frozen food industry requires more than just good taste; it demands food safety. Mas Wi understood that to enter modern retail and inter-island markets, he needed BPOM (Indonesian FDA) and Halal certifications. While the administrative fees for SMEs are low, the cost of meeting strict infrastructure requirements—such as anti-slip floors and dust-free ventilation—was a significant investment.
He researched advanced sterilization techniques, discovering that human contamination is the primary cause of food spoilage. Consequently, his production facility operates with medical-grade hygiene standards, where every worker must wear full protective gear. This commitment to safety allowed the Yusri brand to transition from a home-based operation to a professional manufacturing entity.
VISIONARY LEADERSHIP: From Al-Azhar to the Fields: Ibnu Riza’s Revolutionary Chili Farming
Originally, Mas Wi and his wife handled every aspect of the business, often working until 2 AM. Today, they have empowered dozens of local women, providing sustainable employment within their village. The business now ships up to 1 ton—approximately 2,000 packs—of frozen duck and chicken daily to strategic regions across Indonesia, helping restaurants reduce their operational overhead by providing premium, ready-to-fry ingredients.
He researched advanced sterilization techniques, discovering that human contamination is the primary cause of food spoilage. Consequently, his production facility operates with medical-grade hygiene standards, where every worker must wear full protective gear. This commitment to safety allowed the Yusri brand to transition from a home-based operation to a professional manufacturing entity.
VISIONARY LEADERSHIP: From Al-Azhar to the Fields: Ibnu Riza’s Revolutionary Chili Farming
Originally, Mas Wi and his wife handled every aspect of the business, often working until 2 AM. Today, they have empowered dozens of local women, providing sustainable employment within their village. The business now ships up to 1 ton—approximately 2,000 packs—of frozen duck and chicken daily to strategic regions across Indonesia, helping restaurants reduce their operational overhead by providing premium, ready-to-fry ingredients.
Ethical Business and Sustainable Growth
Mas Wi adheres to the principle of Halalan Thayyiban—ensuring food is not only religiously permissible but also wholesome and healthy. He avoids chemical preservatives, investing instead in "freezer blasting" technology. This allows for an instant temperature drop that inhibits bacterial growth while preserving the natural texture and freshness of the meat for long-term storage.STRATEGIC POULTRY INSIGHTS: Anara Duck Farm: How a Young Graduate Built a High-Profit Poultry Empire
Reflecting on his journey, Mas Wi emphasizes the importance of debt-free growth. After a traumatic experience with high-interest bank loans early in his career, he decided to grow his business organically using pure profit. This approach has brought him peace of mind and financial stability, proving that integrity and patience are the ultimate keys to a sustainable enterprise in the modern era.
Arcomedia Editorial ConclusionThe story of Wijaya Prima Saputra is a vivid manifestation of the resilience of Indonesian SMEs. By pivoting from traditional farming to technology-driven food processing during a global crisis, he transformed a potential bankruptcy into a national success. Arcomedia notes that the strength of the Yusri brand lies in its commitment to legality, hygiene, and ethical finance. For aspiring entrepreneurs, Mas Wi's journey teaches us to start with what we have, maintain unwavering product integrity, and never stop validating the market.
Source: Ch. PecahTelur - Inspiring Indonesian Entrepreneurs
Analyzed and Produced by the Arcomedia Creative Team, 2026.
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