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MDBC Business Brief, 4th Quarter 2005
Prima Agri-Products Leader
In Halal Foods
left to right)
Arno van de Pas, Hennie Coenraad and Ahmad Nadzer
Idris with part of Prima's product range.
Prima Agri-Products Sdn Bhd has firmly established
itself as a Malaysian producer of quality halal food products.
Prima has been in the downstream activities of processing and
manufacturing halal foods focusing on delicatessen range of
products since 1987 when it was founded by CEO Dato' Jamaluddin
It is the first and only establishment in the Malaysia
approved by the European Commission for export of processed
and cooked poultry products to the EU. Several other certifications
which Prima has obtained include the Malaysian JAKIM halal recognition,
Department of Veterinary Services, HACCP from the Ministry of
Health and ISO 9001:2000 by RWTIV, GmbH.
Prima has a databank of over 500 tested and proven halal food
products, 100 of which are propriety items belonging to international
fast food chains and restaurants. Licensed products through
contract manufacturing are prepared for clients such as Pizza
Hut, Domino's, Delifrance, 1901, A&W and Burger King.
the fast food segment, Business-to-Business markets also include
Food Service to hotels, Institutional & Food Caterers. The
premium brand for B2B is Prima, Le Sate Mas is the premium brand
for authentic Malaysian sate while Baguz is the retail brand
for consumers available at hyper and supermarkets (Makro, Tesco,
The extensive range of quality halal products has put Prima
on the A list of the halal food industry, and the company now
has global niche markets for its halal cold cuts, gourmet sausages,
pizza with pepperoni and sate through its partners, agents and
distributors, especially in the European Union, Asia and the
Gulf area (GCC).
Representative in the EU is Bilal Gourmet Foods in Waalwijk,
the Netherlands, which has the responsibility to establish importers
and distributors in EU - 15 and EU - 25. Bilal's Managing Director
Arno van der Pas explained that with the change of social ethnicity
in the EU, becomes more apparent to choose for one accessible
Food service accepted by all.
Institutions and food service
caterers, such as Airlines Caterers and school canteens, have
already initiated this move to halal food. His forecast for
2006 is 1500 metric tones (mt) of halal food especially from
Malaysia, and he expects his biggest challenge will be to service
the increased demand from a distributive point of view.
Prima Halal Food Park
Prima Agri-Products, which has been a long-time MDBC,
member-company through the involvement of its Senior Executive
Director Hennie Coenraad and In-house Chef Marinus Hoogendorn
now has achieved an annual turnover of RM40 million.
in Bandar Baru Bangi are fully equipped with office space, laboratory,
cold room and modern production area. Prima has three manufacturing
factories and currently produces 20 mt per day. But with the
increased international demand, Coenraad is looking to boost
his production tenfold to 200mt per day in the next 5 - 10 years.
The ambitious plan to achieve this is through the Prima Halal
Food Park (PHFP), a 40-hectare site in Gambang near Kuantan,
Pahang which Prima is developing as one of the country's 7 Halal
Food Parks. Contrary to the other 6 hubs which are owned and
developed by State Governments, the PHFP will be developed and
promoted by Prima, which will be investing RM30 million for
the land and basic infrastructure.
"Each production unit is a full fledge manufacturing unit
complete with machineries and process flow system", explained
Prima's General Manager Ahmad Nadzir Idris. "At full capacity
of production, each SME unit in the Prima Halal Food Park will
produce 3,000 kilograms. With 68 SMI units combined production
could reach 200mt per day and annual sales value of RM610 million".
PHFP is opening its opportunity to foreign food manufacturers
to take this opportunity to set up a halal manufacturing base
in Malaysia and take advantage of the recognized halal JAKIM
certification to tap other halal markets.
PHFP is scheduled
to commence operations in 2007 and the Park's full development
is expected to take 8 years with a required investment of RM250
million lot, stock & barrel.