In its effort to encourage Malaysians to eat more fish for better health, Australia’s food brand Pacific West has launched its Fish Fry Day campaign that will run through the months of June to July 2016. The campaign’s main objective is to create awareness amongst Malaysians on the benefits of eating fish at least two to three times a week as well as introduce Pacific West’s wide range of value-added fish products to customers.

“A study in 2014 by Infofish revealed that Malaysians are among the world’s top fish consumers, eating at least 56.5kg of fish per person each year. This statistics is way above the world average of below 20kg per capita, and is even slightly ahead of Japan. What this indicates is that Malaysians are already informed of the goodness of a fish-rich diet, which will benefit one’s total health and wellbeing. Our Fish Fry Day campaign is a corporate effort to continually remind Malaysians of this good habit where we consume fish on a regular basis for better health,” says Mr. Saw Lip Teik (蘇立澤), Director of Pacific West Malaysia.

To further reiterate the campaign’s message, Pacific West has published a recipe book collection by celebrity chefs such as legendary Australian TV personality Peter Russell Clark; Astro TV presenter, Yum Yum Publications owner and author of several recipe books Agnes Chang; South Africa’s Pinnacle Chef and esteemed judge of the World Association of Cooks’ Societies Garth Stroebel; Chef Zam and Bryan Ong, as well as Pacific West chefs like Garry Edson, Mario Bruno, Neil Cane, James Semple and MC Leong. The chefs have developed their own recipes using fish as the main ingredient with easy-to-follow steps. Printed copies of the recipe book will be distributed during Pacific West’s nationwide roadshows at retail stores from June to July 2016 and as a complimentary collection with selected publications. Aside from the book, these recipes and many more will be available online via Pacific West’s website (, Facebook page (Pacific West Malaysia), and YouTube (Pacific West) for viewing and downloading.

Customers who purchase RM50 and above worth of Pacific West value-added seafood products in a single receipt at any retail stores during the campaign will also stand the chance to win a kitchen makeover by Verra Kitchen worth RM15,000. There will also be 10 consolation prizes up for grabs – RM1,000 Verra Kitchen voucher and RM100 Pacific West products each.

Via the Fish Fry Day campaign, Pacific West will sponsor a full-year’s supply of Pacific West value-added fish worth RM60,000 to three orphanage homes – Children’s Protection Society (CPS) and Shan’s Children Home in Penang, and House of Joy  in Kuala Lumpur. Part of its corporate social responsibility effort, this sponsorship not only introduces the goodness of Pacific West products to the children but also exposes them to the benefits of eating fish in turn teaching them about healthy eating as well as providing quality food as part of their diet. The value of the sponsorship will cover 17,000 meals to these three homes, serving 130 children healthy, delicious fish.

Notable personalities like Malaysian fitness model Jordan Yeoh will also do their part to spread awareness for Fish Fry Day by sharing tips and cooking ideas on their social media networks using the hashtag #PacificWestFishFryDay during the campaign period. Those interested to learn more about the campaign as well as the benefits of eating fish can also search for more information, tips, ideas and recipes using the same hashtag.

“We hope that our Fish Fry Day campaign will inspire more Malaysians to pick fish as their main protein for their meals. Our recipe book and online community are great starting points for those who need suggestions and ideas on how to make fish a delicious yet easy-to-cook dish,” says Saw. “Pacific West is a brand many around the world have come to trust and rely on for quality value-added seafood products.”

Pacific West products can be found nationwide in retail stores. For more information on the Fish Fry Day campaign as well as the brand, visit the website at

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