Halal Food Industry

Chief Executive Office

Halal products and services are fast gaining worldwide recognition as a new benchmark for safety and quality assurance. Many of the proponents of the Halal value proposition are humble Malaysian players who have dared to venture into the global market. These players with the undying support of HDC will assist the Malaysian government in continuing to raise the standards for Halal in line with changing global trends and building on the growth and development of halal industry.

I am most grateful to Allah S. W. T. for the successful publication of the first HDC Halal Success Stories. This is one of many initiatives under the Capacity Building initiative, which looks at developing the local players into global champions. The purpose of this publication is to showcase Malaysian players who have notable achievements in the Halal industry. This publication will showcase success stories of selected Halal industry manufacturers with proven track record and performance resilience in both the domestic and international arena.

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I take this opportunity to congratulate these players for their remarkable accomplishment and I appreciate the commitment extended to the HDC’s inaugural publication of Halal Success Stories. HDC recognizes the value and contribution extended by these elite groups of Halal manufacturers and it is our responsibilities as the leading Government halal agency to groom and develop these high achievers for the sustainable global dominance via our Halal Champion Programme. HDC’s ultimate goal is to enhance the capacity and the capabilities of the halal producers, especially the Small and Medium Entrepreneurs (SMEs).

I would like to extend my heartfelt appreciation to the Ministry of International Trade and Industry (MITI) and all the supporting agencies that have supported us in this publication of HDC Halal Success Stories. Lastly, I hope that this publication will spearhead more Halal players in pursuing similar aspiration of contributing to the national Halal economy.

Halal Industry Development Corporation Vision

Position Malaysia as the global support centre for all Halal standards products and services MISSION Create value for businesses in the Global Halal Industry to benefit Malaysia’s economy Halal is not merely a way of life – it is a global industry. With a stake in commercial sectors worldwide, Halal development has become a significant contributor to all facets of economic growth. Established on 18 September 2006, Halal Industry Development Corporation coordinates the overall development of the Halal industry in Malaysia. Focusing on development of Halal standards, audit and certification, plus capacity building for Halal products and services, HDC promotes participation and facilitates growth of Malaysian companies in the global Halal market. Intent on building a global Halal community,

HDC brings the Malaysian Halal industry in unison toward a common goal. By nurturing growth and participation of local businesses into the global Halal market, HDC sets the bar for Halal best practices in Malaysia to enrich the development of Halal standards globally. Through unsurpassed knowledge and experience, HDC is the gateway toward a better understanding of Halal for all. The roles and responsibilities of HDC are thus:

• To direct and coordinate the development of Malaysia’s Halal industry amongst all stake holders – both public and private
• To manage capacity building for Halal producers and related service providers
• To support investment into Malaysia’s Halal industry
• To facilitate the growth and participation of Malaysian companies in the global Halal market
• To develop, promote and market a Malaysian Halal brand
• To promote the concept of Halal and related goods and services

To this end, showcased in here are success stories of a select few businesses identified to have the desired experience and expertise in their respective fields that can be used as a benchmark for others to emulate.

The criteria of selecting these businesses are wide and include. Compliance to Halal and other standards, Product diversity & export oriented, Continuous improvements through R&D, Future expansion plans and growth globally Among them, a selected few will then be shortlisted to vie for the status of “Champions of the Industry” for the year, to spur and motivate them and others to promote the concept of Halal in their businesses.

Halal Industry Success Stories Mm Vitaoils Sdn Bhd

The company was founded in 1999 and is the Master Brand with brand portfolios that are associated with high quality, palm oil-based products such as cooking oil, ghee, shortening, margarine and pastry margarine.

The company head-office currently operates out of its main plant in Shah Alam, Selangor Darul Ehsan. Key person of the Company: En. Mazlan Muhammad MM Vitaoils Sdn Bhd is chaired by Y. Bhg Datok Harun Bin Siraj. Its Chief Executive Officer/Managing Director, Encik Mazlan Bin Muhammad, is also the founder of the company, having started his foray into the world of business as a trader of apparels in Petaling Street soon after his schooling days. He eventually ventured into the manufacturing industry and made a name for himself and his company as a leading manufacturer and exporter of premium quality edible oil based roducts from Malaysia The plant in Shah Alam is in fact one of the most modern facilities in Malaysia with a total monthly combined capacity of 10,000 metric tonnes and the capability to pack products in different packing materials for its core business activities such as manufactured oil products and salad oils. The plant works in collaboration with the Malaysian Palm Oil Board (MPOB) in this respect. The Company Philosophy – By Our Heart, To Your Heart was coined to capture the Brand’s honest desire to provide only the best for its customers, with emphasis on their commitment to Quality, Health and Credibility.

This is further evidenced through the accreditations that MM Vitaoils received on Quality System such as ISO 9001:2000, Hazard Analysis and Critical Control Point (HACCP) and Good Manufacturing Practice (GMP). Company Achievements Since its establishment in 1999, MM Vitaoils has been awarded with many recognitions that exemplify its commitment not only for the quality of its products but also its high standards in managing its business and its other prime asset, the company’s Human Resources. These Milestones include,  2010-MostCaringEmployerAwardbyMalaysia

The Products

The company produces and markets its products under different brand names which enhances a fitter and healthier lifestyle. They are categorised as follows:

1. Cooking Oils ~ Palmas, Serimas, Super Fino
2. Margarine ~ Rise and Shine, Blossommm, Marvelosso
3. Vegetable Ghee ~ Golden Treat, Al Amin
4. Shortening ~ Qualitaste, Halal Fats, Halal Oils, Golden
5. Harvest Other Value added Products ~ Ice cream coating shortening, Ice cream shortening, Pastry margarine, Omega-3 margarine, Palm olein blend, Pourable shortening, Low fat spread and Low-fat icing.

MM Vitaoils exports its 24 brands of quality edible oil products, with trademark registration in Malaysia, to South Korea, China, India, Europe, USA, Uzbekistan, Africa and Japan, securing niche markets in these arts of the world. The export market constitutes over 98% of its total revenue. It is heartening to note that MM Vitaoils is the biggest supplier of palm oil produce in Uzbekistan. Moving Forward: MM Vitaoils plans to expand their downstream oils and fats venture further into the European and US markets. A strategy they would adopt to materialise this plan is to jointventure with European and US based companies as this would ensure a smooth transition into these market segments which are highly competitive where alternative oil based products are concerned.

Kart Food Industry Sdn Bhd

Choong Kin Peng, the 48 year old General Manager (Operations) of Kart Food Industries Sdn Bhd is one of the pioneer employees of the company when it started its operations in 1988. A qualified ICSA by profession, he also holds a Business Administration Diploma from one of Malaysia’s reputable institute of higher learning, the Tunku Abdul Rahman College. Choong Kin Peng experienced firsthand valuable experiences and knowledge under the different management structures and ownerships of the company since its inception. Being the most experienced and knowledgeable employee has made him an invaluable employee and the most suited to head the perations. As someone in charge of the general operations of the business, he is also personally involved in overseeing the various certifications and achievements of the company. Under his direction, the company is poised to achieve its’ aspirations. Kart Food was established in 1988 as a manufacturer and distributor of frozen authentic Malaysian snack food. “Kart” owed its name to the founder’s wife who is called Kartini, the lady behind the creation of Kart’s roti canai (a truly authentic Malaysian hand tossed layered flatbread) to what it is today. Kart’s started its humble beginning as a home based industry.

Today it is proudly a brand that is synonymous with high quality Halal “DELICIOUSLY CONVENIENT” food, a market leader in its category in Malaysia and several other countries in Europe and Asia. Kart Food has a variety of product range, from frozen Roti Canai, Paratha, Steam Buns, Pizza and various finger-food snacks. Kart’s wide product range are processed and packed in hygienic environment in its 2 manufacturing plants in Shah Alam, Selangor and Kota Bharu, Kelantan, both plants complying to various standards and certification such as HACCP, ISO9001:2000 and EMS. Kart’s product range has also been recognized for their uperior product packaging and this has led them to be awarded with the Malaysia Good Design Mark 2003 by the Malaysian Design Council under the Ministry of Science, Technology and Environment of Malaysia.

Company Achievements

The Company can be proud of its achievements since its inception, and among those are:

1. Halal certification from JAKIM
2. Best Brands from the Brand Laureate
3. Industry Excellence Award 2003(Special award for development of a Malaysian brand).

The Products

Kart’s vision is to penetrate into more overseas’ market in the immediate future as well as ement its position as the market leader in the local authentic Malaysian ethnic food and finger food snacks.

FA Herbs Sdn Bhd

Herbs started out as an herb based cottage industry in a small makeshift factory behind their mother’s house in 1995. It soon outgrew this surrounding to emerge as one of the leading contract manufacturer and re-packer specialist of nature based product in Malaysia. The year 1999 marked an important milestone for the company with the completion of their RM 1. 5 million GMP and ISO certified natural products factory built on 6 acres of prime industry land in Kuala Selangor, Selangor.

What initially seemed as a challenge for such a small business turned out into a venture that made even bigger companies look up to them and business flourished since.

FA Herbs Sdn Bhd came into being as a result of the relentless pursuit to start a business based on natural products by three siblings, way in 1995 – Faridah Binti Ahmad Fadzil, Fauziah Binti Ahmad Fadzil and Ahmad Faisal Bin Ahmad Fadzil. At the time of the company’s inception back then, “natural” roducts were not very popular nor well received by the local market and consumers yet. Yet the siblings persevered and grew the company to be what it is today. The company operations are now overseen by Ahmad Faisal in his role as the Managing Director. FA Herbs remained focused on their core business, which was formulating, designing and manufacturing health supplements for multi level and wholesale companies in Malaysia and abroad. After 2 years, the siblings managed to establish FA Herbs Sdn Bhd firmly as a preferred contract manufacturer, producing products for giants such as Amway and Cosway.

Starting out with two staffs in the 1990s, FA Herbs currently employs about 70 staffs and specializes in premium natural products conceptualization and manufacturing in health supplements, personal care, and skin care and spa products. Their range of clients now includes multi level companies, whole sellers, airlines, five stars hotels and resorts. After establishing FA Herbs as a premier contract manufacturer, the three innovative siblings went on to realize their dream of creating, formulating and designing a truly natural products range that is targeted towards the international market.

And it was in 2000 that Tanamera was introduced to the world as a natural product range. In 2003, their foray into the natural products market changed directions when the founders teamed up with an industrious German lady and together they tailor made the Tanamera line into a spa range by adding products like body scrubs, massage oils, body masks, incense sticks etc. Currently Tanamera retail range has approximately 80 core products not inclusive of spa accessories. Tanamera also offers about 80 professional products to be used in Spa treatments along with a list of treatments database Spas can access into.

Tanamera products focus on ingredients that can be found in the tropical belt with leaning towards Malay beauty treatments. The Company’s products and services are recognised and certified by the Drug Control Authority of Malaysia. The plant is also in its final stage of obtaining the ISO 9002 certification. Company Achievements Their effort to maintain the integrity of a real natural product range was recognized in 2005 when they were awarded the Good Design Award (“G-Mark”) by the Japan Industrial Design Promotion Organization (JIDPO). G-Mark is Japan’s only synthetic design evaluation/recommendation system which is based on Good Design Selection System” established by the Ministry of International Trade and Industry of Japan in 1957.  Tanamera was also the winner of the best Home Spa products in the Malaysian Wellness Award 2009. And the company has been awarded its Halal certification from JAKIM International Markets: Tanamera can now be found in spas in Germany, Denmark, Slovenia, Czech Republic, Sweden, New York, Australia and Singapore. In 2010, Tanamera will be introduced in Russia, Italy and Japan. Moving Forward: The Products: Among the products re-packaged under contract by the Company are:

1. Aromatherapy products;
2. Personal Hygiene & Toiletries products ;
3. Food Supplements including packaging tea sachets;
4. Capsulation of Herbal products;
5. Spa products (Retail and Bulk) under the Tanamera brand

The Company also provides comprehensive training on the products that they manufacture and re-pack. FA Herbs plans to expand their range of Tanamera spa products into more countries globally, namely to Russia, Italy and Japan. The team has even tarted to embark on the natural skin care market and initiated a partnership with a local celebrity to create “Jerneh by Sheila Majid”, a premium skin care range made for the Halal market. The skin care range was introduced on a low key in 2009 and plans are for the range to be distributed in premium outlets throughout Malaysia within the year; the company also planned to bring this product line to the international markets in the future. In addition to that, the siblings have also started on adding another product range to their line of natural products – that of quality health supplements under the brand name of Teraputik pecifically targeting the Malaysian consumers. The idea behind Teraputik is to give back to the community by supplying them premium products without a high price tag. FA Herbs have for years consistently supplied premium products for local and international markets and they feel that the public can easily identify the quality behind the FA Herbs name.

Halagel (M) Sdn Bhd

Today the company is a leading rand of Halal gelatine ingredients for food and pharmaceutical manufacturers in Malaysia. Key person of the Company: Dato’ Seri Talaat Bin Hussein The key personnel of Halagel (M) Sdn Bhd are its Chairman, Dato’ Seri Talaat Bin Hussein and the man with the responsibility to drive the company forward and be what it is today, Encik Mohamad Yakob Bin Munshi Deen, the Managing Director. The incorporation of the company was to meet the growing needs of the Muslim market for halal healthcare products. The huge population of Muslims globally has led to the pressing need to ensure food production worldwide meets he stringent halal requirements. More than 50% of the total world production of gelatine is widely used in the manufacture of foods. The company has made as its mission – To Provide Halal Alternative Products Worldwide in line with its vision of becoming a household name for halal products. Halagel has now broadened its business activities from trading to distributing and manufacturing Halal alternative products under the Halagel brand through its subsidiary companies, namely:

1. Halagel Distributor Sdn. Bhd – distributor for Halagel Consumer products Halagel Plant (M) Sdn Bhd – manufacturing of Halal Empty Hard Gelatine Capsule and HalalSoftgelNutraceutical.
2. Halagel Products Sdn Bhd – manufacturing of Herbal Toothpaste and packaging of Edible Rock Salt, Premix Coffee, Gelatin, Vitamin C and etc.

Company Achievements

A notable achievement of the company was being appointed by the Islamic Corporation for the Development of the Private Sector, a subsidiary of the Islamic Development Bank, as their advisor for a gelatine and capsule plant in Jeddah, Kingdom of Saudi Arabia. Halagel was also recently awarded with the Halal Champion Award initiated by the Halal Industry Development Corporation (HDC) besides scoring a 4 Star rating under the SME

Competitive Rating for Enhancement (SCORE) organised by Ministry of International Trade & Industry (MITI) and SMECorp. The awards were given based on the company’s performance in 2009. International Markets: Today, Halagel supplies and distributes Halal gelatine for food and pharmaceutical manufacturers not only in Malaysia but also abroad. The Products: The company’s products are categorised into: Consumer products ~ Toothpaste, Goji Coffee, Gummy Candy, Edible Rock Salt. Nutraceuticalproducts~VirginCoconutOil,Habbatus Sauda Oil, Omega 3 Fish Oil. Body & Healthcare products. Industrial products ~ Edible gelatine, Empty Hard Gelatine Capsules, Vegecaps.

Halagel(M)Sdn. Bhd. Halagelplant(M)Sdnbhd

Besides the conventional method of trading and distribution, the company is moving with times and has now embarked into E-Commerce where its products can be purchased on-line. In this respect, it can be said that the world is its market! However, to maintain control and prevent abuse, the company sets certain conditions for such purchases and s starting with accepting orders from Malaysia, Brunei, Singapore, Vietnam, Cambodia, UAE, Saudi Arabia, USA, UK and Turkey but below 3 kg. Moving Forward: The company is continually looking to expand its range of product line, especially to the consumer market. To this effect, one of its aspiration is to produce its own brand of bottled drinking waterbottle and distribute drinking water (expand product line)

Clara International Beauty Group Sdn Bhd

Formulation Scientist and Aesthetician known in the international arena. Her vast experience in this field is recognised through her representing Malaysia in numerous cosmetic and toiletries industry events, presenting papers on skin related problems at a few. She is the Chairperson of the Malaysian Beauty Therapy Association as well as the Malaysian CIDESCO section, and is a CIDESCO International Examiner herself. Clara International Beauty Group’s Chief Executive Officer, Dato’ Woo Ser Chai holds a Bachelor in Economics degree with over 30 years of experience in numerous industries prior to joining Clara International Beauty Group. These include banking, property, and food and even as a financial analyst with a public listed firm. Dato’ Woo plays a very important role of managing and spearheading the direction of the group to new heights.

Company Achievements

The company has chalked up many milestones in its more than 30 years in the industry, among the notable ones are:

• Entrepreneurship Awards (APEA)

2010 International Markets: In Malaysia, Clara International centres can be found in all states including Sabah and Sarawak with the exception of Perlis and Terengganu. The Products: The company’s products are synergistically formulated with only the finest herbal ingredients using the latest & innovative technology to enhance skin penetration & efficacy. The areas of their services are categorised into: On the international market, Clara International has formed associations with business partners in Philippines, Singapore, Indonesia, Thailand, Brunei, Mauritius, India, Myanmar and Dubai.

Key person of the Company

Mr. Liow Ren Jan AYS Sdn Bhd has as its Chief Executive Officer, Mr. Liow Ren Jan, a visionary gentleman with strategic plans of bringing the company to greater heights as the leading frozen meals specialist in ASEAN. As the CEO, he played a major role in formulating the company’s vision – To be the arket entry & development specialist in Asia, and leading provider of halal compliant productsandservicesinASEAN. The company markets its own brand of Halal frozen foods manufactured under the brand name of “Sri Kulai”, the first of its kind in the market. AYS also identifies itself as a food solutions provider for the food and F&B related industries, in line with its vision. To that effect, AYS offers its services to help new entries expand their business in this industry, and provides consultation on export development as well. The company had initiated its own licensing system in 2009 nd hoped to promote that under the network brand of Sri Kulai Lifestyle Concept Outlets. Its 14 years of experience has certainly made it a subject matter expert in this field, in addition to its acute understanding of the diverse business and social culture of the region.

AYS was the first Asian company to win this award since its award inception in 2006. International Markets: AYS markets it frozen meals products and its expertise to countries within the ASEAN region as well as to China and India. Moving Forward: The Products: The company’s products and services can be categorised as follows:

• Consultancy ~ Market entry & development specialist (Mergers & Acquisition)
• Agency ~ Marketing & sourcing of Halal compliant products and services
• Manufacturer ~ Microwaveable Halal frozen ready-to-eat wholesome complete meals under the brand name, Sri Kulai.

AYS will continue with its plan to establish its network of Sri Kulai Lifestyle Concept Outlets that was launched on June 18th 2009, and has set its sight on 100 outlets within 5 years. Interested parties can enquire on the licensing system directly with the Licensing Development of the company.

The company operates out of Temasya Industry Park, Shah Alam Selangor and adopts a lean human resource policy of 50 workers comprising of a strong and resourceful team of management, marketing, production and logistic units. Prof. Hassan, the founder and CEO, believes in continuous improvements and never tire of doing R&D on gamat. It was no surprise that he was won a Gold Medal in the MINDEX (Malaysian Invention and Discovery) Award 1994 and the Hitachi Science Fellowship Research Award 1995, Japan.

The Products Moving Forward

The company’s range of wellness products can be categorised into the following series:

1. General Health series – Cordyceps King, Cordyceps Essentials
2. Functional Health series – Cordyceps Energy Plus, Cordyceps Brefwell, Cordyceps Steles Plus
3. Men’s Health series – Men Plus, Men Plus Essentials
4. Women’s Health series – Happy Lady, Femm Plus Cordyceps, Prolongevity
5. Kids Health series – IQ Gummy
6. Teaseries–Cordyceps

The company will continue to uphold and pursue its business philosophy of producing excellent quality products. The company believe that scientific and total quality management systems are the keys to achieve this goal. In that respect, they have established a quality control laboratory to ensure that the products which leave the factory premises are of consistently high quality. All raw materials are sent to the laboratory for inspection and only after they are passed by the laboratory can they be processed in the production line. Biofact Life is committed to the superior quality of its products as it believes that the key to the success of any product in the market is in its quality.

Company Achievements

Ecolite Biotech Manufacturing Sdn Bhd’s production systems are HACCP, GMP and HALAL certified and approved by relevant ministries and agencies. International Markets: 70%ofthecompany’sproductsaremarketed locally with the remaining being exported to the international markets which include to Singapore, Indonesia, Vietnam, Taiwan and China. In the pipeline are plans to introduce its products to Dubai. Moving Forward: Our mission is to produce the most hygienic, chemical-free and purest bird’s nest and best quality herbal supplements for the holistic wellness of their customers while safeguarding the environment.

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