Company in Focus
Ayamas – First In Halal, First In Quality
By The Halal Journal
Nov 1, 2006, 13:29

Ayamas Food Corporation Sdn Bhd was the first company in Malaysia to not only brand high quality halal chicken, hygienically processed and packed at its plant but also to market Malaysian branded halal chicken and chicken-based products domestically and internationally.

It is today Malaysia’s foremost chicken breeding, processing and retailing enterprise with fully integrated operations and one of the largest and most modern poultry processing plants in the Asia-Pacific region in Port Klang with a capacity to process 85,000 birds per day.

It supplies whole chicken, cut chicken parts and further processed chicken to both the domestic and export markets, including Singapore, Indonesia, Brunei, Hong Kong, the Middle East and other countries.

Its fresh chicken and further processed and shelf stable chicken products help to get rid of much of the hassle of food preparation for cooking in kitchens. Whole chicken and specially cut chicken parts come ready processed, cleaned, dressed, chilled and sold and exported under the most stringent hygienic conditions. They save the messy work, helping to keep kitchens dry and clean.

Ayamas freezer-to-fryer further processed chicken products come ready to cook. They just have to be taken out of the freezer and put straight into the fryer, cooked and eaten.

They don’t need thawing, they save a lot of time and are very convenient. Among Ayamas’s freezer-to-fryer products are its ever popular Golden Nuggets, Premium Frankfurters, Breaded Drummets, Breaded Meatballs and Ayamas Crispy Fried Chicken.

The company spends over RM5 million on research and development annually. At its fully equipped Research and Development Centre nutritionists continually develop new products that are well received locally and overseas, including the development of product line extensions into ready-to-eat products such as canned curry chicken.

Ayamas recently ventured into Chicken Curry with Potato, its first ready to serve and eat canned food item. The landmark event is the forerunner to more shelf stable products it plans to bring out to make Ayamas even more relevant to consumers and attract a wider cross section of them to the brand domestically and internationally.

To capitalise on growing consumer demand for value and convenience food, its marketing and sales department has been expanded to further improve brand awareness and market penetration domestically and overseas. It is in the process to beef up its export team to further develop the Hong Kong, Middle East and other overseas markets.

Ayamas has ISO 9001 certification and is currently in the process of obtaining the Hazard Analysis and Critical Control Points or HACCP, an integral part of quality assurance for the food industry worldwide. HACCP focuses attention on the potential hazards to the safety and quality of food products during their processing and handling.

The process ensures their safety and quality from raw material stage to the end product. That’s why the company’s tagline is ‘First in Freshness, First in Quality’.

Ayamas has a Syariah Advisory Council, whose members are distinguished and prominent religious scholars from Islamic institutions, that acts as an advisory body to it on all religious matters relating to its business. It maintains close rapport with the various religious departments, councils and bodies and also conducts regular inspections on Ayamas’s various plants and operational facilities to ensure that it fully complies with the halal requirements of Islamic Law and all Malaysian Government regulations.

Ayamas guarantees that all its products are halal because it has 100% control at each and every stage of its processes, from breeding and hatching to slaughtering, processing, packaging and distribution.

It breeds its own stock of chickens of the highest quality, has its own world-class hatcheries to ensure halal quality from eggs to chicks, ensures a closed, air-conditioned and contained system of breeding that is tightly monitored to be absolutely clean and halal and produces and uses its own halal feed exclusively for the entire system.

It ensures that every stage of slaughtering, processing and packaging strictly observes Islamic religious requirements, monitored by religious authorities and uses only certified halal ingredients for all its products. All Ayamas products are certified halal by Jabatan Kemajuan Islam Malaysia and use the JAKIM logo.

Ayamas’ efforts to maintain high quality control standards have also won recognition and support from Yum! Brands, Inc., the global operator of KFC, Pizza Hut, Taco Bell, A&W and Long John Silver restaurants and other leading international food importers.

Recently the Malaysian Superbrands Council selected Ayamas as a Superbrand. On the occasion of the bestowment of the award, Mr. Peter Pek, Publisher of Superbrands Malaysia, said: “Consumers have come to trust Ayamas for its quality, healthy, fresh and wholesome products … its long standing commitment to quality has helped reinforce its brand values.”

Ayamas is also a winner of Livestock Asia’s Outstanding Meat Processor Award in recognition of its contributions to management excellence and best practices in the livestock industry.

For further information, please call their customer careline at 03-31662281 or email to consumercare@ayamasfood.com.


© Copyright 2006 by halaljournal.com