Siti Shafurah Abas is Chief Executive Officer for Babymama Trading Sdn Bhd and trainer for HM Organisation Excellence Academy. She obtained an undergraduate degree in Dietetics, Post Graduate Diploma in Health Psychology and a Master of Health Science (Clinical Nutrition) from Universiti Kebangsaan Malaysia (UKM). Currently a phd candidate in MSU. She was a clinical dietitian in the Department of Dietetics, University of Malaya Medical Centre (UMMC) from 2005-2008. In 2009,she pursue her carrier as a lecturer in Dietetic Department Fakulti Sains Kesihatan, Universiti Teknologi Mara (UiTM) before resigning and starting her retail business under the brand Tateh, a mom and baby products boutique in 2012. Her passion is to deliver the right knowledge specialising in breastfeeding and early childhood eating to young parent through her 15 branches of retail outlets in Malaysia. Now she is also a business coach and trainer in HM Organisation Excellence Academy, which main activity is to share her experience and expertise in entrepeneurship to help other business owners to grow their businesses.