About Daylicious®

Daylicious® represents the union of Australian agricultural expertise and Malaysian culinary tradition. Founded by a team of passionate food innovators, we’ve spent over a decade perfecting our unique approach to creating premium food products that celebrate the best of both worlds.

A Union of Craft & Ingenuity.

At Daylicious, we bridge cultures and markets by bringing premium, sustainably-sourced ingredients from Australia and Malaysia to the global food industry.

Our innovative approach combines traditional wisdom with modern food science to create products that are not only delicious but also environmentally responsible and health-conscious.

Our Journey

2002

Australian Culinary Foods Established

Founded in Sydney’s Northern Beaches. Main aim: export Australian gourmet products to the world.

2006

Roselle Farms Established

Founded in Kuala Lampur, Malaysia. Producing Hibiscus products for export markets using best practices that support local farmers.

2014

ACF relocation to Northern NSW

Moved to the Northern region of New South Wales to support growth and regional operations.

International Connections

Active Across Global Markets

Both Australian Culinary Foods and Roselle Farms have been internationally active.

Global Promotion

Showcasing Australian foods

Australian Culinary promoted in many countries, presenting Australia as a nation of beautiful foods.

Our Founders

Herman Claassens
Sales & Marketing Director

Founder

With over 57 years in the food industry, Herman brings unmatched expertise in international trade, branding, and business development. As founder of Australian Culinary Foods Pty Ltd, he has exported premium Australian products to 16 countries. In 2007, he launched the Daylicious® brand, spotlighting natural Rosella flowers from Malaysia. Now leading the merged entity of ACF and Roselle Farms, Herman continues to drive innovation and global market reach through sustainable, high-quality food solutions.

Frank Tam
Technical Director

Founder

Frank is a seasoned Food Technologist with over 40 years of global experience. Known for his strategic leadership in food innovation, he has launched numerous successful products and advised over 30 international factories. Now based in Malaysia, Frank leads product development and manufacturing at Roselle Farms, ensuring Daylicious® delivers world-class quality and efficiency to international markets.

Jazze Lee
Administration Director

Jazze brings over 45 years of operational leadership across industries including food manufacturing, real estate, and export. As Administration Director, she ensures streamlined operations, regulatory compliance, and team cohesion. Her strategic approach and cross-sector experience help sustain Daylicious®’s growth and organizational excellence.

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