Purr-fect miao chow

Adabi is a household name when it comes to packaged food stuff,but now they have also branched into a totally new market: cat food, reports ZIEMAN.

MOST people would have something from Adabi in their kitchen, whether it’s curry powder, ready-to-use condiments, sauces or canned food. A household name in Malaysia, Adabi Consumer Industries Sdn Bhd seems to have been with us forever, but the company actually first appeared in the market only in 1984.

But they are aggressive and their products are diverse.

And now Adabi has branched into something new: cat food.

It appears there’s a high demand for cat food in the country, and this led Adabi to come up with its own PowerCat kitty food through its subsidiary Powerpets Food. PowerCat is also the first locally produced cat food in Malaysia, and it’s halal.

“We introduced our wet cat food at the end of 2013, and the response was extremely good. All this while cat lovers have been buying imported cat food. Powerpets Food was established specifically to focus on manufacturing and sales of pet food. Our wet cat food factory is in Muncar, Surabaya,” says Adrian Hj Roslan, president of Adabi.

The cats at the cat farm near the PowerCat factory get to sample the cat food.
The felines at the cat farm near the PowerCat factory get to sample the food.

Every month, between 500 000 and one million packets of PowerCat are produced and packed in 400g cans (RM3.90 each) and in 85g packets (RM1.20). the flavours include Fresh Ocean Tuna, Fresh Ocean Fish, Fresh Mackerel and Fresh Tuna and Sardine – all very fishy.

The success of this line spurred Powerpets Food to launch their dry cat food last year. The products, made from fresh fish, posted impressive sales within three months.

“The 32% protein content of the dry cat food is on par with imported cat food brands,” says Mohd Zahiruddin Idrus, general manager of Powerpets Food.

“PowerCat is made from natural ingredients using the best raw materials, of high quality and contains complete nutrition for a cat. The fish used is caught and processed on the same day, is salt free with no artificial preservatives.

“We set high standards for all the raw materials, with strict controls by the quality control department during the production process,” adds Zahiruddin.

According to Adrian, the Adabi group sales last year was RM360mil.
The PowerCat factory in Rawang can produce at least one tonne of dry cat food in an hour.

The Dry Cat Food comes in two flavours, tuna and regular fish, and is sold in three different sizes: 500gm (RM6.20), 1.4kg (RM15) and 8kg (RM63). The PowerCat factory in Rawang can produce at least one tonne of dry cat food in an hour.

PowerCat refinery has also gained certification from GMP and HACCP, meaning product quality standards are in accordance with international benchmarks.

Powerpets hopes to meet their sales target this year of around RM20mil in the Malaysian market.

“Adabi believes in giving only quality food to its consumers. Since the time the company was founded in March 1984, our founder and managing director Datuk Syed Manshor Syed Mahmood has been very strict about quality. It has to be good for everyone – the Malaysian market, as well as people from all over the world.

“He says consuming tasty food is one of life’s greatest pleasures. Similarly, Adabi consumers should have the same pleasure when they eat our food,” says Adrian.

“We welcome feedback on our products,” he stresses.

“If we get any negative report on our products, we will set up a team to look into it and take the necessary action. We value customer feedback because it gives an insight into how we can improve our products.”

Adabi has come a long way since its humble beginning as a small factory operation in Batu Caves in 1984. Twelve years later, they moved to their present four-acre site at the Rawang Integrated Industrial Park. The site presently houses the company’s production, warehousing and administrative facilities.

In all, five factories are used to manufacture their seven main categories of products, mainly curry, soup, paste, flour, sauce, canned food and beverage. The most popular product is the curry powder range, spices, soup and flour.

“For the last 31 years, our business has steadily developed and grew. We are hoping to chart bigger growth this year with the introduction and re-branding of products,” says Adrian.

With more than 100 products, Adabi posts turnovers of more than RM360 million a year.

According to Adrian, the Adabi group sales last year was RM360mil. – Photos: KAMARUL ARIFFIN

“Our company has gone through rapid growth from a staff strength of 25 and annual sales of RM2mil in 1984, to more than 800 personnel with annual group sales last year at RM360mil,” he reveals.

“All our Adabi products are guaranteed 100% halal, hygienic, wholesome and healthy. We introduce new products to diversify like our popular variety of flours. We started off with the original chicken coating flour and now we already have four different types of flour like fried banana coating flour, multipurpose coating flour and spicy chicken coating flour,” Adrian adds.

Adabi has managed to penetrate the minds of consumers outside of Malaysia, especially in the Indonesian cosmopolitan areas of Medan and Jakarta. Their products are also exported to Singapore, Japan, Hong Kong, the Middle East and Britain.

Adabi is still the market leader for its spices and paste products, with about 75% market share.

“Each time we come out with a new product, we spend half a million for the R&D, pasteurised technology, packaging, product launch, marketing and the whole works. We are committed to give the best to our customers,” says Adrian.

Bersih dan asli is the brand’s tagline.

Before the year is out, Adabi will have launched its online shopping portal.

“We have looked into all the logistics. Those who purchase online will get fresh products right from our factories in Rawang, and they can return the goods to the distributor if they are not happy. Delivery is free for purchase of RM30 and above,” says Adrian.

Central Region , Adabi