How does Jati Chom Chom aim to create new opportunities for local rice?

Question

Accepted Answer

Jati Chom Chom Aims to Create New Opportunities for Local Rice Through Product Innovation and Market Diversification

Jati Chom Chom, a new ready-to-eat white rice puff snack, is positioned to generate fresh demand for local rice by transforming a traditional staple into a modern, appealing snack format. This initiative by Serba Wangi Sdn Bhd, the producer behind the Jati rice brand, seeks to connect with a younger demographic and showcase the potential for innovation within the rice industry. By offering familiar local rice in a novel, flavourful snack, the company aims to support the broader rice ecosystem, from farmers to consumers.
Transforming Local Rice into an Innovative Snack Product

The core strategy behind Jati Chom Chom is the repurposing of local rice into a convenient and enjoyable snack. This ready-to-eat white rice puff is available in Tomato and Cheese flavours, targeting a consumer base interested in new taste experiences. The product is manufactured in a facility adhering to stringent international standards, holding certifications for Halal, HACCP, and ISO 22000:2018, ensuring quality and safety. This transformation moves rice beyond its conventional role as a meal accompaniment to a standalone, light, and flavourful treat.
Engaging a New Generation of Consumers

Jati Chom Chom is designed to appeal to a new generation of consumers by offering a fun and accessible way to consume rice. The company's aim is to demonstrate how innovation can unlock fresh opportunities for ingredients that are deeply ingrained in Malaysian culture. By presenting rice in a "fun, light and flavourful snack experience," Serba Wangi intends to foster a renewed appreciation for local rice among younger demographics, potentially increasing its consumption frequency and appeal.
Supporting the Rice Ecosystem and Farmers

The introduction of Jati Chom Chom has the potential to create increased demand for local rice, thereby supporting farmers and the entire rice value chain. DYTM Che Puan Muda Zaheeda Binti Mohamad Ariff highlighted that products like Chom Chom can directly contribute to this by generating market pull for locally sourced paddy. This initiative aligns with the broader national agricultural vision, which emphasizes value creation and market expansion alongside production.
Expanding Market Reach and Distribution Channels

Serba Wangi Sdn Bhd is strategically expanding the availability of Jati Chom Chom to ensure widespread consumer access. The rice snack is currently stocked at selected Lotus's, Giant, and Aeon outlets across Malaysia. Furthermore, there are plans for a progressive rollout into general trade channels, indicating a commitment to making the product readily available nationwide. This distribution strategy is crucial for capturing a significant market share and solidifying rice's presence in the snack category.

Reading history

Hide →

This history is cleared when the page is closed.

How does Jati Chom Chom aim to create new opportunities for local rice?

Loading

Was this article helpful?

Helpful

Not helpful

Report an issue

1

0

0

Share with friends