The history began in 1947 from the small town of Melolo, East Sumba, Indonesia, where Oen Boen Liong set up a cattle and horse trading company. After years of specializing in local trading, Oen Boen Liong handed over the baton to his eldest son, Eric Hartono, who sought the opportunity for live export. In 1963, Eric Hartono led the company into international market by exporting local cattle to Hong Kong. However, as the Indonesian trade policy changed due to the shortage supply of local cattle to sustain domestic needs, Eric Hartono had to discontinue the live export operation in 1975. With the new regulation, Eric Hartono maneuvered the trading strategy to supplying Jabodetabek market. This vision has been supported by his eldest son, Hendrik Hartono, as he became the chairman of the company in the late 1991. Hendrik Hartono established the company as PT. Hade Dinamis Sejahtera and now the company is still serving the needs of the Jabodetabek market with a variety of cattle offerings such as Ongole breed, Brahman X, and other local cattle.