Farm Fresh Berhad confirmed that its farm director, Jacob Mathan, 35, was the Malaysian who lost his life in a helicopter crash in Pililla, Rizal province, the Philippines, yesterday.

A bright intern who grew with the company

Jacob Mathan’s journey with Farm Fresh Berhad began 13 years ago, in the fields of Mawai Farm in Johor.

Fresh out of Universiti Malaysia Sabah with a degree in agricultural science, he first joined the company — then known as Holstein Milk Company — as a university intern. Those who were there still remember his first day clearly: a young man with a strong sense of responsibility, an eagerness to learn, and a sincerity that stood out immediately.

He did not just build a career at Farm Fresh, it was his heart and soul

From Farm Executive to Group Senior Farm Manager, and eventually Farm Director in 2024, Jacob’s 13-year journey mirrored the rise of Farm Fresh itself. By 2015, he was entrusted to lead the Muadzam Shah Cattle Research and Innovation Centre in Pahang — helping to establish a facility that would later become a benchmark for dairy farming in Malaysia. In 2018, he was appointed Group Senior Farm Manager, and in his final role as Farm Director, he oversaw nationwide operations and supported the group’s expansion into Australia.

But titles only tell part of the story.

Jacob guided Farm Fresh to become the first company in Asia to be Certified Humane

Under Jacob’s stewardship, Farm Fresh became the first company in Asia to earn the Certified Humane Raised and Handled certification from Certified Humane — a milestone that reflected his deep belief in ethical dairy farming. He championed preventative care over treatment, introducing innovations such as hoof pedicure units and climate-controlled systems to reduce heat stress in cows. His kindness extended beyond colleagues to the animals under his care, embodying the very values he stood for.

Farm Fresh Group Managing Director Loi Tuan Ee described Jacob as “affable, respectful, and well-mannered” — a consummate professional who was trustworthy in all his dealings. He built strong relationships not only within the Farm Fresh family but also with contractors, suppliers, and government agencies, including the Department of Veterinary Services and the East Coast Economic Region Development Council.

To many, Jacob was more than a colleague. He was a founding spirit — someone who helped shape the dairy farm division from its early days and strengthened the leadership pipeline that will carry the company forward. He became, in Loi’s words, “like my own family member.”

Work visit heartbreakingly took a tragic turn

On 3 March, Jacob was in the Philippines, travelling to visit a potential new farm site as part of Farm Fresh’s international expansion plans. What was meant to be a straightforward journey in a new helicopter ended in tragedy when it encountered engine trouble and crashed in Pililla, Rizal Province. Jacob was among two passengers who lost their lives. Three others, including the pilot and the company’s Philippines CEO, survived.

He leaves behind his wife of just over four years, Amy, and their family.

Jacob Mathan’s life was defined by integrity, humility, and purpose. He helped bring the company to greater heights, but more importantly, he did so with kindness in action and speech, never leaving ill feelings behind.

He leaves too soon — but his legacy endures in every pasture he nurtured, every system he improved, and every life he touched within the Farm Fresh family.

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