FOOD manufacturer Brahim’s has kick-started the first of four mountain-climbing expeditions where climbers are provided with the brand's ready-to-eat meals.
The first of the series of expeditions was up Gunung Nuang in Hulu Langat, Selangor.
Fifty hikers, comprising Brahim’s staff and individuals from mountain climbing groups and clubs, were flagged off by Brahim’s Dewina Group of Companies executive chairman Datuk Seri Ibrahim Ahmad Badawi.
The other expeditions will be held next year at Gunung Ledang in Johor on March 3 and 4, followed by Gunung Bujang in Perak on May 5 and 6 and Gunung Rinjani in Indonesia on Oct 25 and 26.
The expeditions are a prelude to Brahim’s 30th anniversary celebration in July next year and to promote Brahim’s ready-to-eat meals to outdoor enthusiasts such as jungle trekkers, mountain climbers, four-wheel drive adventurers, campers and mountain bikers.
Dewina Trading Sdn Bhd marketing manager Fazil Othman said participants of the mountain-climbing expeditions would each be given an adventure meal pack – a choice of either chicken or beef.
“For this first expedition up Gunung Nuang, the hikers were given the beef set adventure meal pack,” he said.
The hikers were served kampung-style fried rice for breakfast, white rice and beef in black sauce for lunch, sweet black glutinous rice dessert (bubur pulut hitam) for tea and white rice with beef curry for dinner.
“Coffee, tea, sugar, creamer and cutlery are also provided in the adventure meal pack," said Fazil, adding that the pack is light and easy to carry.
“A mess tin for hot water is also provided, and one just needs to put the food pouch into boiling water for a few minutes, open the pouch and eat,” he added.
The adventure pack can only be purchased at Brahim’s Shoppe at Brahim’s Factory in Bandar Baru Bangi.
However, Brahim's commercial packs containing Nasi Goreng Kampung, Chicken Briyani Rice, Chicken Curry with Potatoes and Meat Curry are available in all hypermarkets in Malaysia such as Tesco, Giant, Aeon Big, Cold Storage and Econsave.
Brahim's products that are suitable for outdoor activities include Mutton Briyani, Nasi Lemak & Anchovies Sambal, Arab Mutton Rice, Mushroom and Cheese Rice, Salted Fish Fried Rice, Chicken Fried Rice and Tomato Rice.
Ibrahim said members of the mountain climbing expeditions were also expected to collect and bring down rubbish they found during the trek as well as cleaning the surrounding areas at the base camps as part of the company's CSR initiative.
“We want to instil respect for nature not only in Brahim’s hikers but also other participants and hikers in general.
“Brahim’s teams target to bring down at least 1,000kg of rubbish from all the four mountain expeditions and will continue this initiative to create awareness among the local people and climbers to keep the mountains clean.
“We need to stress the need to address environmental concerns while promoting adventure activities,” said Ibrahim.
The collected rubbish will be sorted into biodegradable and recycled categories, and will be handed over to the Forestry Department at each location.
Through this adventure programme, Brahim’s hopes to engage with this new market that embraces high-spirit outdoorsy lifestyles by introducing its products – nutritious, wholesome ready-to-eat meals for their outdoor activities.
In fact with our products, participants of any outdoor activity will not go hungry and could have a feast in the jungle or wherever their event is conducted,” added Ibrahim.
Fazil said: “In addition to rice, Brahim’s also offers a wide selection of ready-to-eat dishes to be eaten, such as Anchovies Sambal, Chicken Rendang, Beef Rendang and Tomato Chicken with Carrots.”