For centuries, the coastal waters of Amed have produced some of the world’s finest artisan salts. But exceptional salt requires more than pristine waters and perfect climate—it requires an extraordinary team of people united by a singular vision: to preserve an ancient craft while elevating it to world-class standards.
Bali Fleur de Sel exists because of the dedication, expertise, and passion of individuals committed to excellence in every grain. Our team represents a unique blend of heritage and innovation—salt makers whose families have harvested these waters for generations, combined with specialists in quality, sustainability, and global commerce who understand the modern marketplace for premium artisan foods.
This is not corporate hierarchy. This is a collaborative community where tradition guides us, but never constrains us.
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TEAM MEMBER 1
Name: Agung Afif
Title: Founder & CEO
Agung Afif is the visionary entrepreneur behind Bali Fleur de Sel and founder of Juara Holding Group, a diversified collection of luxury lifestyle brands and experiences across Bali. With a background in strategic business development and hospitality innovation, Agung saw an opportunity to elevate Bali’s artisan salt from a regional commodity to an internationally recognized premium product.
His journey began with a deep respect for Bali’s heritage industries and a conviction that tradition and modern excellence need not conflict. Before establishing Bali Fleur de Sel, Agung built the Juara Holding Group ecosystem—creating Komodo Luxury gift hampers, developing curated travel experiences through Bali Premium Trip, and establishing Indonesia Juara Trip as a leader in culinary tourism. Each venture reflects his core philosophy: authenticity married with world-class execution.
Agung holds advanced degrees in business strategy and international commerce. He has spent two decades cultivating relationships with master artisans, understanding supply chain optimization, and building brands that earn premium positioning through genuine quality rather than marketing alone. His leadership ensures that Bali Fleur de Sel maintains the highest standards of production, sustainability, and transparency while scaling to meet global demand.
Agung believes that great brands tell true stories about real people, real places, and real dedication to craft.
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TEAM MEMBER 2
Name: Made Wira Dharma
Title: Head of Production
Made Wira Dharma is a third-generation salt maker from Amed and the master custodian of our harvest operations. With more than 20 years of hands-on experience in artisan salt production, Made represents the living continuity of Balinese salt-making tradition—knowledge passed from his grandfather to his father, and now embodied in his refined expertise.
Made’s role transcends typical production management. He oversees every phase of salt harvesting, from the condition of salt ponds to the precise timing of crystallization. His deep understanding of seasonal variations, water salinity, mineral composition, and evaporation cycles means that every batch of Bali Fleur de Sel meets the exacting standards that distinguish it from common table salt.
What sets Made apart is his commitment to honoring traditional methods while embracing necessary innovation. He has worked with international salt specialists to implement quality control measures, yet refuses any shortcuts that would compromise the product’s integrity. His mentorship of younger salt farmers in Amed ensures that artisan salt-making knowledge remains vibrant and valued in the next generation.
Made’s hands work the salt ponds daily. He knows by sight and touch what salt will be exceptional, and he will never compromise on that judgment.
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TEAM MEMBER 3
Name: Ni Ketut Sari Dewi
Title: Quality Assurance Manager
Ni Ketut Sari Dewi brings food science expertise and a relentless commitment to safety and quality into every decision we make. With a background in food chemistry and international food safety standards, Ni Ketut serves as the bridge between artisan tradition and modern regulatory compliance.
Her responsibilities span the complete quality lifecycle: establishing and maintaining laboratory testing protocols, managing certifications (BPOM food safety approval, Halal certification, organic standards), conducting regular chemical and microbiological analysis, and ensuring full traceability of our salt from pond to package. In an industry where artisan producers sometimes view certification as bureaucratic burden, Ni Ketut has reframed it as validation of excellence.
She oversees our facilities’ compliance with international food safety standards and coordinates audits from regulatory bodies. But beyond compliance, Ni Ketut is obsessed with consistency—ensuring that whether you purchase Bali Fleur de Sel in month one or month twelve of production, you receive the same crystal quality, the same mineral profile, the same exceptional finishing properties.
Ni Ketut holds advanced certifications in food safety management and regularly attends international conferences on artisan food production standards. Her work is invisible to most customers, but absolutely critical to the trust that permits Bali Fleur de Sel to command premium positioning.
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TEAM MEMBER 4
Name: I Nyoman Putra Jaya
Title: Salt Farm Operations Lead
I Nyoman Putra Jaya is the organizational backbone of our farming operations, managing the coordination of 15+ salt farmers across Amed’s traditional salt pond network. His role combines logistics expertise, heritage preservation, and deep respect for the individual artisans who form the foundation of our supply.
I Nyoman’s background includes family involvement in Amed’s salt farming community for generations. Rather than treating salt farmers as interchangeable labor, he has worked to formalize relationships, ensure fair compensation, and preserve the artisanal methods that make our salt distinctive. He manages harvesting schedules to align with optimal weather and water conditions, coordinates storage and initial processing, and serves as the primary liaison between our production facility and the farming community.
He has implemented tracking systems that ensure transparency across the entire supply chain—demonstrating that Bali Fleur de Sel salt comes from specific, named farmers in Amed, not anonymous facilities. This commitment to traceability reflects our brand values and builds consumer confidence in the authenticity of our product.
I Nyoman understands that sustainable, long-term quality requires treating farmers as partners in a shared endeavor. His work ensures that the next generation remains invested in preserving artisan salt-making as their heritage craft.
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TEAM MEMBER 5
Name: Eduard Fernando
Title: Head of Digital & Marketing
Eduard Fernando shapes how the world discovers and understands Bali Fleur de Sel. With extensive experience in luxury brand positioning, e-commerce strategy, and digital marketing, Eduard translates our exceptional product into a compelling market presence that reaches chefs, food enthusiasts, and premium retailers worldwide.
His expertise spans digital strategy development, website optimization, content marketing that educates consumers about fleur de sel’s culinary applications, and e-commerce execution that makes our products accessible to international markets. Eduard has built successful digital campaigns for premium artisan brands and understands the particular challenge of educating markets about products that command premium pricing.
Beyond marketing tactics, Eduard is responsible for brand positioning—articulating why Bali Fleur de Sel deserves comparison with globally recognized French and Portuguese fleur de sel products, and why authentic Indonesian artisan salt represents an exceptional culinary opportunity. He manages our presence across digital channels, coordinates with wholesale partners, and ensures that our narrative remains consistent and compelling.
Eduard brings a strategic perspective to growth: understanding that sustainable scaling requires maintaining the brand integrity and artisanal authenticity that justify our premium positioning. His work ensures that expansion never compromises the values that made Bali Fleur de Sel exceptional in the first place.
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TEAM MEMBER 6
Name: Refri Andika
Title: Creative Director
Refri Andika is the visual voice of Bali Fleur de Sel, responsible for every aesthetic dimension of how our brand appears to the world. His role encompasses packaging design, visual content creation, brand identity development, and the storytelling imagery that communicates the essence of our product before customers even taste it.
Refri’s background includes award-winning work in luxury product design and visual branding for premium food companies. He understands that exceptional products require equally exceptional visual presentation—that the experience of opening a package of Bali Fleur de Sel should reflect the care, precision, and artisanal excellence that went into its creation.
He has developed our packaging strategy to communicate premium positioning while remaining true to our authentic, non-pretentious brand voice. Every design element—from materials to typography to imagery—reflects deliberate choice and respect for the consumer’s intelligence. Refri oversees photography and videography that captures the genuine beauty of our salt ponds, our team members at work, and the sensory experience of using Bali Fleur de Sel in fine dining.
His creative leadership ensures that our visual brand remains distinctive in a marketplace crowded with generic artisan packaging. Refri believes that visual design should illuminate truth, not obscure it—and our brand’s visual identity does exactly that.
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TEAM MEMBER 7
Name: Septiana Rahma
Title: Guest Relations & Tour Manager
Septiana Rahma manages the human experience for guests who visit our salt farms through Bali Premium Trip, and coordinates our partnership with their concierge service. Her role is critical because many of our most passionate customers become advocates after experiencing our operations firsthand.
Septiana handles tour scheduling, guest communication, on-farm hospitality, educational content during visits, and coordination with our Bali Premium Trip partners to integrate salt farm experiences into broader luxury travel itineraries. She ensures that every guest tour reflects our commitment to transparency, education, and genuine connection with the artisanal process.
She also manages special requests—whether that’s arranging private experiences for culinary professionals, coordinating media visits, or hosting chefs and restaurateurs who are considering wholesale partnerships. Septiana understands that these direct interactions build the deepest brand loyalty and generate the authentic word-of-mouth that drives premium product success.
Her background includes hospitality training and deep knowledge of Bali’s cultural heritage. She communicates the significance of salt-making traditions to guests, explains the technical aspects of harvesting and crystallization, and demonstrates why Bali Fleur de Sel represents something genuinely special in the global artisan food landscape.
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FREQUENTLY ASKED QUESTIONS — OUR TEAM
Q: Is Bali Fleur de Sel a family business?
A: Bali Fleur de Sel combines family heritage with professional expertise. Our production practices were developed by families in Amed with generations of salt-making experience. Our leadership team includes both heritage practitioners (like our Head of Production, Made Wira Dharma, whose family has made salt for generations) and professional specialists in quality, marketing, and operations. This blend—tradition informed by expertise—defines our approach.
Q: How does Agung Afif’s experience at Juara Holding Group inform Bali Fleur de Sel?
A: Agung’s background building luxury brands and experiences across Bali means Bali Fleur de Sel benefits from deep understanding of premium product positioning, supply chain excellence, and direct-to-consumer sales strategy. The Juara ecosystem—including Komodo Luxury hampers and Bali Premium Trip—creates natural synergies where artisan salt integrates into broader premium experiences. But each brand maintains its own identity and operational independence.
Q: Who ensures that our salt meets international food safety standards?
A: Ni Ketut Sari Dewi, our Quality Assurance Manager, holds professional certifications in food safety and manages all laboratory testing, regulatory compliance, and certification processes. We maintain BPOM approval and Halal certification, with organic certification in progress. Every batch is tested for consistency, mineral content, and microbiological safety.
Q: How involved are actual Amed salt farmers in our operations?
A: Very directly. I Nyoman Putra Jaya manages relationships with 15+ individual salt farmers in Amed, coordinating harvesting schedules while respecting the artisanal methods that make our product distinctive. We work to ensure fair compensation and preserve salt-making as a valued heritage practice. Our salt comes from specific, named farmers—this traceability is central to our brand authenticity.
Q: Can I meet the team if I visit Amed?
A: Yes. Septiana Rahma coordinates farm visits and guest experiences through Bali Premium Trip. Depending on the season and harvest schedule, guests may meet members of our production team during facility tours. We also host culinary professionals and chefs who are interested in our wholesale program. Contact us through Bali Premium Trip to arrange a visit.