Food brand keen on overseas partners

  • SMEBiz
  • Monday, 09 Apr 2018

Ibrahim (left) and Nur Fatin presenting their stable of products as well as the Mobile Cafe that were exhibited at Mihas 2018.

HOMEGROWN brand Brahim’s continues to seek potential overseas distributors and partners as it showcased its extensive range of products at the Malaysia International Halal Showcase 2018 (Mihas 2018).

“We’re here to promote our products as well as get foreign companies to be interested in promoting and distributing our products overseas,” said Dewina Holdings Sdn Bhd executive chairman Datuk Seri Ibrahim Ahmad Badawi.

The brand’s key approach this year focuses on “Simplicity and Convenience” in all its products and services across six market segments – home users, travellers, outdoor active lifestyles, mobile cafe, industrial catering and original equipment manufacturer (OEM).

“As a brand leading the way in halal and ready-to-eat meals, we will continue to refine the simplicity and convenience of our offerings, redefining experiences and establishing new expectations.

“Through this approach, we are opening opportunities for new market segments and potential overseas distributors for our products and services,” he said.

Brahim’s returned as an exhibitor in Mihas 2018 at Malaysia International Trade and Exhibition Centre (Mitec), Kuala Lumpur, taking up six booths compared with four last year.

To-date, there are over 20 countries across the globe that carry Brahim’s products and it has presence in six countries through joint ventures.

Ibrahim said they were looking into Latin America, eastern Europe and the Middle East as part of their expansion plan to cater to the overseas market.

“We have received interest from the Middle East as they like our ready-to-eat lamb briyani rice, and are now working towards finalising the paperwork and placing orders.

“We have also started trading with Palestine and the first shipment is coming in soon.

“We’re bringing in special dates grown by the farmers there as we want to do our part in helping them,” he explained.

At Mihas 2018, local and international trade visitors saw the brand’s ready-to-eat rice, ready-to-cook sauces, OEM and industrial catering as well as its ready-to-eat adventure meals.

The adventure meal pack, one of its latest products, is suitable for those with active lifestyles and convenient to bring on mountain climbing, camping and hiking trips.

It comes with a set for breakfast, lunch, tea time and dinner, complete with beverage and cutleries.

This is a spin-off of the brand’s Retort Pouch Rations that were developed and designed for military use, making Dewina the world’s only completely halal military rations supplier.

Brahim’s also introduced its solar-powered Mobile Cafe aimed at bringing food closer to home, as it is looking to open this business to interested parties and entrepreneurs.

Visitors at Mihas 2018 watched live cooking demonstrations and tried food samplings of the brand’s signature dishes.

“What we want to showcase is the group’s synergy and what we can offer as a group. We also handle OEM products such as bottles and pouches for different markets including Japan.

“Our new market channel for OEM, personalised industrial and institutional catering and overseas distributors will present further opportunities to give a competitive advantage to developing more personalised experiences and new delivery methods,” said Dewina Holdings Sdn Bhd group managing director Nur Fatin Ibrahim.

Brahim’s was also awarded the Halal Excellence Award by the Halal Industry Development Corporation, presented in conjunction with World Halal Week 2018.

This will further strengthen the brand’s position as a leader in halal products and services.

“This is in recognition of our efforts, commitment and contributions in the development of the halal industry. We have been promoting halal for the past 30 years,” said Ibrahim, who is also the founder of Dewina.

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