Focus
@ Halal | JANUARY-FEBRUARY . 2023
Fario Holdings pioneering digital and automated kiosk under the brand of Coffee Star will bring convenience by providing freshly brewed coffee and selected beverages to consumers .
Syed Food Industry would provide solutions for Mrasi Almamoura to offer retortpacked meals to pilgrims .
Strategic partnership between Malaysian and Saudi firms enables products for hajj and umrah sectors
Cutting edge products
SAUDI-BASED Mrasi Almamoura Group has entered into a strategic partnership with two Malaysian companies , Syed Food Industry Sdn . Bhd ., an established foodservice operator and Fario Holdings Sdn . Bhd , a technology-driven coffee retail provider for developing and distributing products , including Ready-To-Eat ( RTE ), Ready-To-Cook ( RTC ) and beverages that cater to the hajj and umrah sector , as well as the growing hospitality sector in the region .
The partnership was firmed during a signing ceremony held at the Jeddah Superdome in conjunction with the second edition of the Hajj and Umrah Services Conference and Exhibition 2023 , organised by Saudi ’ s Ministry of Hajj and Umrah , which gathers global entrepreneurs and innovators to showcase advancements in improving the experience of pilgrims visiting the Two Holy Mosques .
In the agreement , Syed Food Industry would provide solutions for Mrasi Almamoura to offer retort-packed meals to pilgrims , offering a diverse range of flavours such as South East Asian , Western and Middle Eastern cuisines , while Fario Holdings pioneering digital and automated kiosk under the brand of Coffee Star brings convenience by providing freshly brewed coffee and selected beverages to consumers .
According to Syed Aziz Khan , Group Chief Executive Officer of Syed Food Industry , to cater to the diverse and large number of pilgrims and tourists performing the hajj and umrah yearly , it is essential to ensure that food safety and quality are maintained at all times , and one way to achieve that is through retort packed food .
He added : “ Our forte has been providing large-scale F & B solutions , and we have implemented Industry 4.0 technology in our food production facilities . The hospitality sector will be the initial focus of this collaboration . But we are considering expanding these cutting-edge services and innovative food services by working with local partners to fulfil the demands of the transportation , education , health care , and defence sectors ”.
DELIVERING SAFE AND QUALITY FOOD
Raja Ahmad Fauzan , the Coffee Enthusiastic Officer ( CEO ) of Coffee Star , said the partnership represented their maiden step towards bringing an innovative business model to the world .
The partnership between Mrasi Almamoura and two Malaysian companies , Syed Food Industry Sdn Bhd and Fario Holding Sdn Bhd was firmed during a signing ceremony held at Jeddah Superdome .
Our forte has been providing large-scale F & B solutions , and we have implemented Industry 4.0 technology in our food production facilities . The hospitality sector will be the initial focus of this collaboration .”
– Syed Aziz Khan
“ We look forward to contributing effectively to spur tremendous convenience for pilgrims through our technology ,” he said .
“ Truly , it is the beginning of something exciting for both companies as we are poised to offer convenient ways for pilgrims to enjoy their coffee . We also appreciate and recognise the leading efforts by Malaysia External Trade Development Corporation ( MATRADE ) and other government agencies involved in providing instrumental support to make this possible .”
Fouad Morsi , Chief Executive Officer ( CEO ) of Mrasi Almamoura , said : “ It is a pleasure to be partnering with both companies as they share our vision and values in offering innovative and convenient food services for the benefit of pilgrims . This also aligns with the Saudi government ’ s vision to deliver safe and quality food for public consumption .”
The Trade Consul of the Commercial Section ( MATRADE ) of the Consulate General of Malaysia in Jeddah , Faizalkhan Jaafar , who was present to witness the ceremony , commended efforts made by the Malaysian and Saudi counterparts to leverage the strength and expertise each company has .
“ In Malaysia , retort food technology started to gain traction in the mid-1980s . Throughout the years , various research and development have been made to improve retort-packed products ’ quality , taste and sustainability ,” said Faizalkhan .
“ Besides preserving the shelf life of exported food , it also reduces food surplus , especially in the hospitality and food service sector , which is in tandem with Saudi ’ s Vision 2030 to reduce wastage of agri-food resources .”
Under Saudi Vision 2030 , the Kingdom aims to increase the number of pilgrims to 30 million by improving the delivery of services in logistics , healthcare , technology and tourism sectors , amongst others .