Ayam Norliza Targets National Muslim Brand Status, Processes 1.5 Mln Chickens Monthly

By Nur Fatin Mohmad Kadenen

PONTIAN, Sept 24 (Bernama) -- Ayam Norliza, the poultry brand of NB Group, is targeting nationwide recognition as a Muslim-owned brand, as it builds on a processing capacity of up to 1.5 million chickens a month, from humble beginnings in 1996 with five employees and daily sales of 300 chickens.

NB Group chief executive officer Badrul Hisyam Baharudin said the company, based in Pekan Nanas, Johor, was pioneered by his parents, who ventured into the business to help develop the local poultry industry.

Badrul Hisyam said the company's growth was driven by NB Poultry Processing Industries Sdn Bhd, which operates modern processing facilities that comply with halal and 'Safe Food is Industry’s Responsibility (MeSTI)' certification requirements.

Meanwhile, NB Farming Sdn Bhd oversees farm operations, chick supplies and the production of poultry feed through its original equipment manufacturer (OEM) feed mill, giving the company full control over quality from farm to processing plant.

He said the company's fresh chicken products are marketed throughout Johor, including through major supermarket chains such as Econsave, Maslee and Mydin, as well as two Jom Beli Fresh Market outlets owned by the company.

"Our coverage is mostly in Johor, although we also have a presence in the central and northern markets. However, our focus is on frozen chicken because fresh chicken requires strict temperature and freshness controls during transportation," he told Bernama.

Badrul Hisyam said producing its own poultry feed formula had helped reduce operating costs while ensuring greater stability in chicken prices.

The company produces an estimated 20,000 tonnes of feed a month, with capacity being increased gradually, he said.

The feed is distributed to meet the needs of more than 70 poultry farms across nine districts.

On its future plans, Badrul Hisyam said he aimed to establish Ayam Norliza as a national Muslim-owned product brand.

The company is also focused on completing its poultry supply chain, in line with the integrated business models adopted by other established players in the industry, he said.

Among the initiatives under way is the development of downstream products such as sausages and nuggets.

"To complete the supply chain, we also need to have our own chicks and downstream products such as nuggets and sausages that we can market nationwide," he said.

The company also plans to upgrade its processing and slaughtering facilities while expanding its business model through franchising or partnerships with poultry farmers, he said.

However, Badrul Hisyam said these initiatives would need to be accompanied by a strategy to further strengthen the Ayam Norliza brand, including through social media, to raise the profile of the family business nationwide.

"As the next-generation owner, I need to step forward and introduce this brand. I also believe that sharing Ayam Norliza's 30-year journey in the industry can help establish it as one of the recognised brands in the country," he said.

-- BERNAMA