KUALA LUMPUR: The Ministry of Agriculture and Food Security (KPKM) is confident that concerns over the local white rice market, previously a source of controversy, can be addressed through the development of value-added downstream products.
KPKM secretary-general Datuk Seri Isham Ishak said the approach highlights the existence and quality of local rice, while also creating a new value chain that offers better returns to farmers and paddy growers.
“...there was controversy over local white rice, with claims that it was missing or could not be sold. However, it is available and can be turned into high-quality downstream products through this initiative, with the potential to reach international markets.
“This initiative ensures that farmers have the opportunity not only to produce staple rice, but also value-added products that can compete in the open market,” he said at the launch of Malaysia’s first white rice snack, Jati Chom Chom, by Serba Wangi Sdn Bhd at Old Malaya, Bukit Nanas, on Sunday.
Raja Puan Muda of Kedah, Che Puan Muda Zaheeda Mohamad Ariff, graced the event, which was also attended by Serba Wangi Sdn Bhd managing director Low Kok Kean.
Meanwhile, Low said Jati Chom Chom represents the company’s new effort to tap the commercial potential of local rice beyond its traditional role as a staple food.
According to him, transforming rice into a modern snack product has the potential to attract younger consumers while expanding its market reach.
“By turning local rice into a fun, light and flavourful snack, we aim to engage a new generation of consumers while demonstrating how innovation can unlock new opportunities for familiar ingredients,” he said.
Produced in a halal-certified facility that also meets Hazard Analysis and Critical Control Points (HACCP) requirements and the ISO 22000:2018 food safety management system standard, Jati Chom Chom comes in two flavours, tomato and cheese, priced at RM1.99 for a 60-gramme pack and RM3.79 for a 112-gramme multipack. —Bernama
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