BRAHIM'S EYES UAE, REGIONAL MARKETS

From Abdul Muin Majid

DUBAI, Feb 25 (Bernama) -- Dewina Food Industries Sdn Bhd, the maker of
convenience food under the brand name, "Brahim's", is looking to establish a
foothold in the United Arab Emirates (UAE) and gradually expand to other Gulf
countries and markets in Africa.

The company feels that the time is ripe to make inroads into this part of
the world, said Mohamad Fazil Othman, sales and marketing manager of Dewina
Trading Sdn Bhd, which is taking part in the ongoing Gulfood 2009 food and
beverage exhibition here.

"We're on the lookout for suitable partners to distribute our products not
only in Dubai but also the Gulf countries, northern Africa and other parts of
Africa," he told Bernama.

Explaining Dewina's plan to penetrate the market, Mohamad Fazil said it
would not be a problem for customers to place small orders for Brahim's
products.

"Let's say a client places an order for 200 cartons. That's fine. But of
course if he wants to take a container or more of Brahim's products, we'd be
more than happy to oblige.

"The most important step for us is to gain entry into this market," he said,
in between entertaining prospective business partners who flocked to Dewina's
booth to sample Brahim's ready-to-eat products.

Mohamad Fazil said Dubai and the UAE would be ideal places to start as many
in these Gulf nations, which relied heavily on foreign workforce, did not have
much time to cook.

"Many workers here don't bring their wives or families along. And things
here can be quite expensive.

"That's why we feel that there's a niche for our products," he said of
Brahim's which comes in a range of simmer sauces and ready-to-eat meals.

"Brahim's represents a good alternative as our products are tasty and
involve minimal preparation and cooking time. So it's convenient," he said.

A total of 46 Malaysian companies and government agencies have been brought
here by the Malaysia External Trade Development Corp for Gulfood 2009 which ends
Thursday.

-- BERNAMA