Ayam Brand™, famed for its wide range of healthy and convenient, preservative-free canned products introduced its ‘Bento Kids Could Do’ initiative nationwide, while providing 243,000 healthy meals for charity this year via its annual ‘Ayam Brand Charity Campaign’ corporate social responsibility program.
The Ayam Brand™ Charity Campaign is now in its ninth year, and has benefitted more than 16,100 people from 362 charity organizations!
This year also marks the first time that the charity campaign has been extended to Brunei Darussalam.
Fifty charity homes, 47 from across Malaysia and 3 from Brunei Darussalam received Ayam Brand™ tuna, mackerel, kernel corn, processed peas, pineapple chunks and baked beans sufficient for daily meals for all residents for two months. More than 1,300 children, disabled, single mothers and old folks have benefited from this sustained aid.
Besides the much-needed contribution of its food products, the annual corporate social responsibility program adds new activities every year to keep children engaged, educated and involved to cultivate healthy eating habits and creativity. Among the past activities for children include cooking demonstrations, cooking competitions and art competitions.
This year’s ‘Bento Kids Could Do’ campaign introduced Japanese cuisine and the concept of Bento meals, a single-portion home-packed meal common in Japanese cuisine that traditionally holds rice, fish, meat with pickled or cooked vegetables with fruit or other sweet items. It is usually beautifully packed in a box-shaped container and is well balanced nutritionally. Japanese people spend time and energy on a carefully prepared bento box for their spouse, child, or themselves.
The brand has proven that quality canned food can be part of a healthier diet through its work in promoting healthy eating habits among children and adults with professional bodies, schools, charities and edutainment centers.
The children learnt how to prepare fourAyam Brand™ dishes in a fun and interactive session that was specially developed to suit people of different ages and abilities; namely Mixed Fruit Salad, Baked Bean, Heart Shaped Sardine Sandwich and Tuna Onigiri under the guidance of celebrity Chef Loke from T-Garden Cooking School.
The campaign is in-line with the Ministry of Health Malaysia’s efforts to fight obesity by educating and encouraging children to make informed food choices.
In Kuala Lumpur and Selangor, the recipients include Rumah Anak Yatim Nur Qaseh Taman Melawati, Pusat Jagaan Anak Yatim Miskin Penyayang Nur Iman, Rumah Kanak-kanak Triniti, Rumah Victory – Children and Youth Home, Rumah Shalom, Rumah Sayangan, Angels Children’s Home and Society of St. Vincent De Paul dan Rumah Ozanam.
Ayam Brand™ emphasizes the contribution of its sardines, mackerel and tuna products as many charity homes lack regular access to a good source of Omega-3, which is an essential fatty acid that our body cannot produce. Omega-3 may help to prevent coronary heart disease, promote healthy nerve activity, improve vitamin absorption, maintain a healthy immune system and promote cell development. Omega 3 is also important in the development of vision and brain among children.
According to Ayam Brand Chairman, Tunku Dato’ Mu’tamir bin Tunku Tan Sri Mohamed the brand is delighted to see how far, and how far-reaching this community care campaign has become since it began in 2008.
“Each year, we plan different activities for the children, most often related to cooking and good nutrition, so that they can learn to appreciate good food while learning important life-skills,” added Tunku Dato’ Mu’tamir said.
The brand believes that the Bento Kids Could Do! campaign is an ideal platform for children to gain exposure to culinary skills that can help to build their self-confidence and make them more independent.
“Bento box making is a useful daily skill that kids and adults can use to pack food for school or for work. It is a healthy, affordable, and convenient alternative to buying lunch or dinner, and it is easier to control portion sizes, that can be useful in fighting obesity. It helps in developing food appreciation including how to combine flavours and ingredients,”
Tunku Dato’ Mu’tamir added that all Ayam Brand™ products do not contain added MSG, are preservative-free, can be eaten straight from the can and are Halal.
“We want more people to have access to healthy, nutritious food that is convenient and easy to prepare. This is what we have been working towards over the past nine years through our annual CSR and other programmes, and we are seeing promising results,” added Tunku Dato’ Mu’tamir.
“Ayam Brand™ is proud to celebrate its 125th next year. We’ve been providing nutritious, healthy and convenient quality canned foods to Malaysians, and to a growing global audience for a long time now,” said Tunku Dato’ Mu’tamir.
Due to current economic conditions charity homes have been facing shortages as donations from corporations and individuals have fallen. Ayam Brand™’s continued support is timely.
Sister Daisy Abishevam, Assistant Administrator and Treasurer from Rumah Kanak-Kanak Trinity who spoke on behalf of all the recipient homes in Klang Valley said that the contribution from Ayam Brand™ was valuable as it extended the variety of the residents’ regular diet, and was fast and convenient to prepare.
“Donations and contributions are not as high as last year making Ayam Brand™’s contribution a lifesaver for us. The children enjoy Ayam Brand™ products as much as we do because it is healthy and convenient. They have enjoyed this Bento box making workshop and we hope that they will share these skills and recipes with others,” said Sister Daisy.
“The children enjoy the tuna as it is something different from our usual diet, and we are happy that we are able to provide a healthy option to our usual fare,” addedSister Daisy.