For the past 12 years, Ayam Brand Company has taken its Community Care Campaign to schools.
In 2019, the company’s CSR campaign promoted Balanced Nutrition to fight childhood obesity in Malaysia.
The company supports four local Children’s Homes in Penang with a two-month Healthy Meals Food Supply.
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What is Ayam Brand Company?
The brand name, Ayam Brand Company, was self-generated by local traders and consumers who referred to the canned sardines or salmon as « Ayam Brand.»
“Ayam” is a Malay word for Chicken or rooster. The main ingredient of Ayam Brand products is fish, not chicken.
In 1954, the company was taken over by the Denis Frères Group of Companies.
Malaysian Healthy 3S Plate
The Ministry of Health Malaysia promotes Suku-Suku Separuh for the quarter, quarter, and half for plate division as an easy way to portion out the types of food our body needs.
The Malaysian Healthy 3S Plate is not the norm for most Malaysians.
The heavy consumption of rice, carbs, and refined sugars has led to an obesity epidemic among adults, especially children.
According to the Economist Intelligence Unit’s Tackling Obesity in the ASEAN Report, Malaysia’s obesity prevalence is 13.3%—the highest in Southeast Asia.
Malaysia was among the top three countries in Asia, with a high percentage of 11.5% of obese children aged between six months and 12 years.
Ayam Brand Products
Ayam Brand™ is a homegrown household name famed for its wide range of quality, no preservatives, and no added MSG, healthy and convenient canned food.
The brand is taking on the big issue of obesity among Malaysian children by incorporating the 3S concept of the Malaysian Healthy Plate.
They incorporate this into their annual Corporate Social Responsibility (CSR) program.
In 2019, the brand expanded the CSR program to children from primary schools.
Ayam Brand CSR Theme 2019
The theme for this year’s campaign is ‘Ayam Brand™ Community Care Campaign 2019, Get Healthy Malaysia, Start Now’, which aims to empower children from 10 states with information on how to identify healthier food choices.
The children will learn new skills to prepare their Malaysian Healthy Plate meal.
The program is open to children from eight years old.
Eating Healthy According to Malaysia Healthy Plate
In 2016, the Malaysian Ministry of Health introduced the #SukuSukuSeparuh or ‘Quarter-Quarter-Half’ campaign to promote healthy eating habits among Malaysians.
According to a report, only 6 percent of adult Malaysians consumed sufficient fruits and vegetables in 2015 compared to 7.5 percent in 2011.
How does Malaysia’s Healthy Plate work?
Malaysia Healthy Plate teaches children to imagine their plate divided into two quarters and one half.
Children learn to fill their plates with proteins, grains, fruits, and vegetables for every meal.
The recommended portions for a healthy meal are a quarter for grains like rice, another quarter for proteins like chicken, meat, seafood, and bean products, and a half for fruits and vegetables.
This healthy guideline is handy for Malaysians who love to overindulge when they attend centuries, parties, functions, and open houses.
Malaysians’ favorite national activity is Eating!
Eating Healthy Helps with Overall Well Being By Lowering
- Blood pressure
- Cholesterol
- Blood Sugar
A Guideline for a Balanced Meal Using Ayam Brand’s Products
For a balanced meal,
One-quarter of the plate (palm-sized) should be protein.
- Fish
- Beans
- Meat
- Poultry
- Eggs
One-quarter of carbohydrate
- Rice
- Noodle
- Bread
- Cereals
- Wholegrain products
Half Plate (fist-sized portion)
- Vegetables
- Fruit
Participants at Ayam Brand CSR
A total of 24 children from the following homes participated in the informative, challenging, and fun ‘Ayam Brand™ Community Care Campaign 2019, Get Healthy Malaysia, Start Now’.
The four charity homes received two months’ supply of Ayam Brand™ products, equivalent to 21,060 healthy meals for 117 residents at these homes.
Program Proper Using Ayam Brand Ingredients
The event kicked off with an interactive introduction to the #sukusukuseparuh concept.
Six teams of four children each prepared a meal based on the 3S principles. They allocated the children 30 minutes with minimal help from adults.
The children recreated dishes using recipes using Ayam Brand products that have been vetted by a nutritionist.
Later, the children also played games that required higher-order thinking Skills to reinforce what they had learned about good nutrition.
Ayam Brand Company Community Care Campaign 2019
According to Siti Khatijah Zakaria, the Ayam Brand™ Regulatory Affairs and Marketing Executive, the CSR campaign is now in its twelfth year.
Ayam Brand’s CSR Campaigns have contributed 1.76 million healthy meals for charity, which has provided nutritious food to more than 20,000 children and adults from 482 charity homes and NGOs.
The brand has set out to assist, starting with young children, as they are the most teachable and reachable.
Ayam Brand has developed the Get Healthy Malaysia Start Now programs, hoping to help reduce childhood obesity.
“Children learn with the knowledge and skills to choose, make, and prepare more nutritious foods,” she said.
Bringing the Message of Getting Healthy Malaysia, Start Now
Ayam Brand Company hopes to benefit more children by bringing them the 3S message through activation methods.
- make it easy to understand
- food preparation tips that they could use at home
- Share with their friends and family
- online campaigns via social media channels
- live updates of the event
Show Us Your Healthy Plate contest
The children participants said they learned that they needed to eat more vegetables, fruits, and proteins.
They also learned to reduce the rice and bread that they like to eat.
When the children learn to prepare their meals following recipes, they realize that making tasty, healthy meals is easy.
One participant said she would try to eat balanced meals every day to be healthier and exercise more.
The winning team for the Ayam Brand Suku-Suku Separuh Healthy Festival 2019 in Penang
The team received a trophy and certificates from Ayam Brand for their Malaysian Healthy Plate of tuna cupcakes, macaroni with caramelizing soy sauce, and apple salad.
“Ayam Brand™ has been supporting NGOs for many years.
The homes look forward to being selected as beneficiaries. Ayam Brand’s product contribution has helped families through tough times when donations were scarce.
Want to help more communities?
Visit the Ayam Brand™ e-charity and purchase Ayam Brand products to be contributed to a charity of your choice.
Don’t hesitate to contact the Ayam Brand representative for a list of charities and beneficiaries.
The Ayam Brand™ e-charity offers 15% off retail prices and free delivery to encourage more charity organizations to Get Healthy Malaysia, Start Now.
