Terengganu to promote frozen nasi dagang packs in Australia
KUALA TERENGGANU: Sarawak is famous for mee kolok and Johor for its traditional laksa, while Penang has pasembor.
Likewise, traditional nasi dagang and keropok lekor are synonymous with Terengganu.
Both of these have gone Down Under following their marketing in the United Kingdom.
Terengganu Menteri Besar Datuk Seri Ahmad Razif Abdul Rahman said efforts were underway to promote nasi dagang and keropok lekor in frozen forms in Melbourne and Perth in Australia.
State-owned T-Kitchen, a subsidiary of Terengganu Incorporated Sdn Bhd, has begun distributing the frozen packs in Australia.
“Following our distribution in London and Europe via TI’s fastfood chain Chicken Cottage restaurant, we are working with fast-food packer Brahim’s to push T-Kitchen’s products globally.
“We hope to penetrate the international market towards the middle of next year as our products are halal,” said Razif, who visited Australia recently.
T-Kitchen has signed a memorandum of understanding between T-Kitchen and a distributor in Perth and expects to sell 1,000 frozen nasi dagang packs a month.
The target is 30,000 packs in Australia once T-Kitchen’s factory in Chendering, Kuala Terengganu, is upgraded to meet the rising demand.
Like the UK, Australia has a large Malaysian student population along with businessmen and workers.
Terengganu Tourism director Tun Ahmad Faisal Tun Razak said the agency would engage Malaysian students to market the dishes.
“The students can be our marketing ambassadors by also promoting tourism spots in Terengganu and Malaysia.
“For instance, just by mentioning Terengganu, many will relate it to nasi dagang and keropok lekor,” said Faisal, referring to the “Visit Beautiful Terengganu 2017” campaign.
He said T-Kitchen would make the frozen food packaging more attractive to boost sales.
“We not only want the packed food to look delicious but also retain its quality and originality.
“We are also looking at exporting other dishes,” said Faisal.
Terengganu Menteri Besar Datuk Seri Ahmad Razif Abdul Rahman (left) handing out frozen nasi dagang packets to Malaysian entrepreneurs in Perth, Australia, recently.