Malaysia's Shiffa Enterprise Eyes Brunei Market

GEORGE TOWN (Penang, Malaysia), June 25 (Bernama) -- Malaysian curry powder and chilli paste producer Shiffa Enterprise aims to expand internationally, starting with the Brunei market. Founder Nor Faridah Sariff said many of her friends in Brunei to whom she distributed Shiffa’s curry powder and dried chilli say they like the products and want the company to market them there. Speaking to reporters after the launch of Shiffa’s factory in here Tuesday, she said she will seek the help of the Malaysia External Trade Development Corporation (MATRADE, the national trade promotion agency) in order to penetrate the Brunei market. The 34-year-old said she began her family business, which has been going on for four generations, with capital provided by her parents before receiving assistance with packaging and labelling from the Federal Agricultural Marketing Authority (FAMA) and a chilli cooking machine from the Agriculture Department. Nor Faridah pointed out that customers need only add water and, if necessary, coconut milk, to her curry powder which has pre-mixed ingredients such as fenugreek, fennel seeds, cumin and curry leaves. -- BERNAMA