Company in Focus
Farm’s Best Quality Products for New Markets
By The Halal Journal
Feb 1, 2007, 10:38

Malaysia’s second largest producer of poultry products, Farm’s Best Food Industries, is expanding. The company is already exporting to Asian markets such as Singapore, Philippines, Hong Kong and Japan, but are now looking to penetrate Middle East markets as well as countries with large Muslim populations.

Established in 1995, Farm’s Best is the first producer and processor of poultry food products in Malaysia to earn the ISO 9002 certification. The company produces quality chicken products that are fresh, nutritious and tasty. Its processed products include frankfurters, burgers, nuggets, meatballs and breaded drummets that are fast and easy to prepare.

The products are manufactured using the latest technology and packaged with high-quality packaging products. They are thereafter stored in cold storage to ensure freshness and longer shelf life. All Farm’s Best products are produced in line with HACCP and GMP requirements.

These quality products have earned the company several recognitions including the Outstanding Meat Processor Award at the Livestock Asia Expo & Forum 2003 and a Superbrands Malaysia award. The products are guaranteed Halal by Malaysia’s Department of Islamic Development (JAKIM) and carry the official Halal logo which was first introduced by JAKIM in 1998.

The company is also looking forward to expand its overseas market using the JAKIM Halal certification. Currently supplying to hotels, supermarkets, restaurants and fast food outlets, the company also manages its own farm, hatchery and egg production.

“We are very particular about the Halal procedures,” said Farm’s Best group chairman Yang Berbahagia Datuk Haji Abdul Razak Bin Alias.

“Our employees are trained in all areas related to Halal food production. We also regularly consult the state Islamic Affairs department besides having an in-house Halal committee that oversees production of our products.”

Farm’s Best only uses raw materials, ingredients and packaging products from Malaysian and overseas suppliers that are endorsed by JAKIM to ensure that the products are genuinely Halal. Besides that, the company only employs state certified Muslim chicken producers to make sure that the proper Halal slaughter procedures are followed.

Moreover, to maintain production of top quality goods and increasing market demands, the company continuously upgrades its factory and facilities. Besides housing state-of-the-art machineries, the factory is also equipped with a waste water treatment and rendering plant.

Farm’s Best success is attributed to an efficient and dedicated management team whose goal is brand-building and expansion of market. Its team of experienced marketers have succeeded in promoting the Farm’s Best brand as a household name in Malaysia through effective advertising and extensive distribution. They conduct market research regularly to ensure that Farm’s Best products remain competitive in the market.

The company invests significantly in improving human capital by conducting training and refresher courses regularly for all levels of its 850-member personnel. The areas of training include technical training, information and communications technology (ICT), management and quality control.

“Training is very important in our industry where technology evolves rapidly. In order to keep up, improve ourselves and be able to stay competitive in Malaysia and overseas, we need a skilled, productive, innovative and creative team,” said Datuk Abdul Razak.

The Farm’s Best team believes that Malaysia’s effort in developing a global Halal economy will be a profitable venture considering the huge Halal markets around the world still untapped. They look forward to seeing Malaysian government agencies act proactively in providing information to overseas investors as well to Malaysian Halal producers who plan to expand their businesses abroad.

The Malaysia External Trade Development Corporation (MATRADE) is expected to play a vital role in establishing a network of Halal-based businesses and facilitating trade between Halal product producers based in Malaysia with those abroad.

For enquiries, please call Farm’s Best Food Industries Sdn Bhd at 603- 6092 6077.

© Copyright 2006 by halaljournal.com