Petaling Jaya
KEY HIGHLIGHTS:
- MAGGI® Chilli Sauce unveils all-new packaging featuring the key source of its tantalising taste: the freshest, highest quality home-grown Malaysian chillies.
- Local farmers in Kelantan provide fresh chilli supply to MAGGI® as part of the Nestlé Chilli Club (NCC) contract farming scheme.
- The NCC helps provide rural farmers with a sustainable source of income by educating them on best agricultural practices to grow quality raw materials.
For over 40 years MAGGI® Chilli Sauce has won the hearts and taste-buds of Malaysians with its fresh, “chilli-licious” flavour. MAGGI® today unveiled all-new packaging and communication for this flagship product, featuring the key source of its tantalising taste: the highest quality home-grown Malaysian chillies.
Rosalyn Simba, Business Executive Manager, Nestlé (Malaysia) Berhad, said, “Every delicious bottle of MAGGI® Chilli Sauce contains fresh, high quality chillies which are grown in Malaysian farms. These chillies have created the signature fresh taste that has made MAGGI® Chilli Sauce an essential household item across the nation. As such, MAGGI® is proud to introduce our new packaging which puts the spotlight on these local farmers and our ‘fresh from the farm’ chillies.”
In fact, MAGGI® sources part of its fresh chilli supply from local farmers in Kelantan as part of the Nestlé Chilli Club (NCC) contract faming scheme, a collaboration between the Nestlé Agricultural Services Department and Pertubuhan Peladang Kawasan Bukit Awang (PPKBA).
Simba added, “In line with Nestlé’s Creating Shared Value approach, we believe that in order to create long-term value for the company, we must concurrently create value for the society. Towards this end, the Nestlé Chilli Club helps provide rural farmers with a sustainable source of income by educating them on best agricultural practices to grow quality raw materials. The farmers are then able to become responsible and reliable suppliers of quality fresh chilli to Nestlé. In turn, Nestlé offers a fair market price for their produce.”
Through the NCC, local farmers are given agricultural training sessions which focus on increasing productivity, reducing farm costs, minimising environmental impact as well as enhancing work safety. In addition, the Nestlé Agricultural Services Department ensures that farmers are provided with technology support and technical know-how to assist them in getting the highest yields from their crops and to meet global standards.
Mek Zaini, a local Kelantanese farmer under the NCC, said, “I am grateful to the Nestlé Chilli Club for teaching us many new techniques. For example, we were taught to pluck the best chillies based on their colour, size and freshness. We are also taught planting techniques to ensure that the soil is fertile and yield top-quality chillies, so that only the best produce goes into MAGGI® Chilli Sauce. The NCC has been very beneficial for all of us and we are glad to work together with Nestlé.”
Nestlé (Malaysia) Berhad guarantees that only the best chillies are used to produce MAGGI® Chilli Sauce, utilising the Kulai Chilli variety, renowned for its mild bout of spice and distinct taste. Due to the freshness of the chillies, MAGGI® Chilli Sauce is a bright red colour, with an appetising aroma and authentic zesty taste. In order to ensure that consumers enjoy the best product possible, all chillies are ‘fresh from the farm’, bottled within 72 hours of harvesting.
In partnership with leading retailer AEON, MAGGI Chilli Sauce will be bringing their ‘fresh from the farm’ chillies to shoppers from June 8 to 14, 2015. Shoppers who drop by AEON Bandar Utama will have the opportunity to learn more about the process behind the making of MAGGI Chilli Sauce. As an added treat, MAGGI® Chilli Sauce will also be giving away limited editions of the MAGGI® Chilli Kit, a unique kit where shoppers can plant Kulai Chilli in their very own backyards.
About MAGGI®
MAGGI® is a recognised global brand that has become a household name in Malaysia. Its core mission is to create good-food moments that bring families closer together. Through its wide range of products and food solutions, MAGGI® helps mothers to prepare tasty and balanced homemade meals for their families every day. The brand is also committed to the ever-evolving needs of meal providers, coming up with product innovations that have been loved by Malaysian families for generations.
About Nestlé Malaysia
Nestlé, the world’s largest food and beverage manufacturer and a leader in Nutrition, Health and Wellness, is headquartered in Switzerland. Since 1866, Nestlé has been committed to providing high quality, tasty, safe and nutritious products to our consumers, in line with our promise of Good Food, Good Life. Nourishing Malaysians since 1912, Nestlé has earned the trust of our consumers through our quality brands and products, as well as our commitment to improve the lives of the communities in which we operate. At Nestlé, our consumers are at the heart of everything we do. We aim to delight our consumers by offering the best quality products; staying true to our Swiss roots while maintaining our Halal excellence and integrity. To learn more about how we have been nourishing Malaysians for over a century, do visit www.nestle.com.my or our Facebook page at http://www.facebook.com/NestleMalaysia
For more information, please contact:
Maxine Lim
Nestlé (Malaysia) Berhad
Tel: (+603) 7965 5185
Mobile: +6012-353 1337
E-mail: [email protected]
Lilyza Joehai or Yasmin Kadir
acorn communications
Tel: (+603) 7958 8348
Mobile: +6012-664 3838 (Lilyza) or +6017-237 9048 (Yasmin)
E-mail: [email protected]