A growing number of food companies in ASEAN are offering subsidised or free food packages to muslims who are observing the fasting month of Ramadan.
In Indonesia, major food company, PT Garudafood Putra Putri Jaya Tbk has partnered with PT Mulia Boga Raya Tbk to hold ‘Redeem Hundreds of Affordable Food Packages’ program on 19 April. Apart from offering affordable food packages, PT Garudafood Putra Putri Jaya Tbk also gave donations for orphans and poor families in Greater Jakarta.
According to Johny Sugiarto, Director of PT Garudafood Putra Putri Jaya Tbk, “The redeeming of affordable basic food packages aim to help poor communities living in the surrounding areas of Garudafood’s head office as an effort to address the significant price hikes during Ramadan. We believe that this activity has a number of positive impacts, such as increasing concern for others, strengthening relationships, and as momentum to improve ourselves to become better human beings. In addition, this is also in line with Garudafood’s culture to always be grateful and serve others.”
Meanwhile, in Malaysia, Jasmine Food Corporation Sdn. Bhd. (Jasmine Food), Malaysia’s leading rice brand is partnering with Nestle Maggi to hold ‘Maggi Bubur Lambuk Ramadhan’ campaign. Jasmine Food is sponsoring 234 packs of Jasmine Super Special Tempatan 10kg rice as a contributing ingredient for the bubur lambuk (spiced rice porridge) preparation. Made from local white rice, the Super Special Tempatan contains a 5% level of broken rice, processed from paddy stocks sourced through Jasmine’s own mill and other rice millers for making favourite local dishes like nasi lemak, fried rice, and bubur lambuk (porridge).
The charitable campaign amplifies Jasmine Food’s core values to help out the community and fostering a spirit of sharing and charity with fellow consumers. The Maggi Bubur Lambuk campaign follows after the Maggi Sah campaign, where Jasmine Food was involved in helping to distribute over 33,000 meal kits to families affected by the COVID-19 pandemic and economic hardship. The Jasmine rice household brand will continue to drive corporate social responsibility campaigns and uphold the honorable Trusted Brand Award title in Asia.
While these food brands promote a season of giving, they also benefit from indirect promotion of their brands and products to consumers.
In a separate development, Garudafood has also won 4 categories of the Brand Choice Award 2022 in March 2022, an event held by INFOBRAND, Indonesia’s Number One Brand Media, in collaboration with TRAS N CO Indonesia. Garudafood received the award for the 4 categories namely Gery Saluut (malkist wafer category); Gery Saluut (wafer category); Chocolatos (chocolate drink category); and Chocolatos (wafer stick category).