BY KHIRTINI K KUMARAN

Brahim ’ s has established itself as a trusted leader in the halal food industry , consistently delivering high-quality RTE meals that meet stringent halal standards .

As the demand for halal products grows worldwide , Brahim ’ s is capitalising on its strong foundation while exploring new markets and innovations , ensuring the company remains a significant player in the global halal food market .

UNWAVERING COMMITMENT

At the heart of Brahim ’ s operations is an uncompromising commitment to maintaining the highest standards of halal integrity across its diverse product range , beginning with its suppliers , whereby the company imposes strict standards on ingredient sourcing .

Ibrahim emphasised the company ’ s commitment to food safety and halal requirements .

“ In our case , we merge both food hygiene and safety standards with halal regulations . We only use halal-certified ingredients and source raw materials exclusively from HACCP-certified companies .”

This commitment is rigorously applied , from ingredient sourcing to the final product , ensuring that every meal meets stringent halal requirements , both in Malaysia and internationally .

Brahim ’ s has successfully navigated the complexities of obtaining halal certification in strict markets like Japan , where local regulations are particularly demanding . By adhering to these stringent standards , the company has fortified its reputation as a global leader in halal food production .

Ibrahim highlighted the example of traditional Japanese meals , which often use “ mirin ”, a non-halal ingredient . Now , halal-certified “ mirin ” is available , enabling Brahim ’ s to offer authentic Japanese dishes without compromising its halal standards .

Similarly , Brahim ’ s works with producers who use microbial enzymes in cheese production , replacing animal-derived enzymes to meet halal requirements .

Dato ’ Seri Ibrahim Ahmad

DRIVING INNOVATION IN HALAL RTE PRODUCTS

Innovation is the cornerstone of Brahim ’ s success . The company ’ s research and development ( R & D ) efforts have led to ground-breaking advancements in packaging and food preservation , including the development of flattened pouches for better heat penetration and sterilisation .

Brahim ’ s has also introduced innovative cooking solutions , including self-heating travel meals that balance convenience with the preservation of halal integrity . These products have not only captured the imagination of consumers but have also set new benchmarks in the halal RTE market .

Over the years , the company has expanded its product line , from offerings like Ready-to- Eat Rice , Ready-to-Eat Dishes , Cooking Sauces and Pastes , and Simmer Sauces , catering to the evolving needs of modern consumers .

The introduction of pre-made spice packets and curry sauce packets , which simplify home cooking , exemplifies Brahim ’ s ability to blend tradition with innovation .

The company ’ s focus on rice products , including basmati and RTE options , has been particularly successful in meeting the demand for convenient yet authentic meals . These products are available online through platforms like Shopee , reflecting Brahim ’ s adaptability in the digital age .

The introduction of Travelicious Meals , which feature self-heating elements using slaked lime , demonstrates Brahim ’ s creativity in meeting modern consumer needs .

“ These meals are designed for convenience , whether you ’ re travelling , hiking , or need a quick meal on the go ,” said Ibrahim .

The self-heating mechanism allows consumers to enjoy a hot meal without the need for kitchen facilities , enhancing the portability of the product .

AIRLINE PARTNERSHIPS

Brahim ’ s is not only a leader in the RTE market but also industrial catering , particularly in the airline sector . Its in-flight kitchen is recognised as the world ’ s largest 100 per cent halal-certified in-flight kitchen , serving multiple international airlines .

“ Brahim ’ s tailors its offerings to meet market expectations while strictly maintaining our halal priorities . We inform airlines and the specific airline ’ s customers that we will only produce halal products , as this is the only way to maintain high standards of halal compliance ,” he explained .

The sensitivity required in preparing halal meals , especially for international airlines , underscores Brahim ’ s dedication to maintaining the purity of its products .

Whether catering to Muslim or non- Muslim airlines , the company ensures that