A Tale of Two Rabbits (History of Dua Kelinci)
Once upon a time in
Surabaya Ho Sie Ak and Lauw Bie Giok and their family ran a small store. One
day a peanut farmer appeared asking if they would sell his inshell peanuts. The
family looked at the unattractive packaging and wondered, “Why would people buy
this product?” Sometime later son Hadi went fishing and thought long and hard
about the peanuts. While he was doing this, two fish leapt from the water. “Ah,
an omen” he thought being Chinese and somewhat superstitious. When he returned
home he got in touch with a designer he knew and asked him to design a logo and
packaging for the peanuts that featured the two fish he had seen. “Make
something like this”, he said, handing the designer a logo with two rabbits
from a Chinese confectionary wrapper.
returned not long after with a picture of two rabbits fishing while sitting on
a peanut and two fish jumping out of the water. This became the logo for Sari
Gurih, a small roasted peanut repackaging company.
The company began
to grow and the two rabbits appeared in more and more stores across the Indonesian
archipelago. People came looking for and asking for Sari Gurih peanuts, but not
by name. They were asking, “Where can we find the Two Rabbit peanuts?”
Eventually the name
Sari Gurih was put aside and the company in 1985 re-launched itself as ‘Dua
Kelinci’ which is Indonesian for ‘two rabbits.’
continued to grow under its lucky logo. Sons and now owners Mr Ali Arifin and
Mr Hadi Sutiono moved into processing peanuts, learning as much as they could
about, peanuts, cooking methods and business practice. The centre of operations
moved to Pati in Central Java, a region now identified as the heart of Indonesia's
roasted peanut industry.
As Dua Kelinci became
bigger and more sophisticated it launched new products – flavoured peanuts,
sand-grilled peanuts, flour-coated
peanuts and flour-based snacks and drinks.
Advanced equipment and modern
machinery replaced the manual labour processing of early years. A research and
development team was employed, and international quality standards were introduced,
and more and more people were employed. Then the company began to export its
The tale of Dua Kelinci
is far from over, but it will remain a successful one. As for the two rabbits
and the fish, they’re living happily ever after.
The Kelinci Kiosk, the Beautiful Bathroom and the ATM with a view
Dua Kelinci’s factory
complex occupies about 12 hectares in the small town of Pati
in Central Java. It comprises six giant processing
workshops, two office buildings, guest housing, staff facilities, and the
Dua Kelinci owner Hadi
Sutiono, attributes his success to his “brilliant” wife Noer Wahju Budiman. She has introduced design and landscaping elements into
the factory complex that have made it a feature of Pati, drawing strongly on
Javanese and Balinese art forms. She had a hand in designing the kiosk where
factory visitors can buy various snacks and mementoes.
Withdrawing money is
also, and oddly, a delight in Pati. When the banks asked the company if they
could install ATM machines outside the plant, they were told, “Yes, but we’ll
design the booths”. The booths are made
of glass and look out on Balinese-style ponds and gardens.
jackalope. Is this real or merely legend? Indonesians are divided on the issue.