CENDOL MALAYSIA

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BRINGING CENDOL AS BRINGING CENDOL AS MALAYSIAN HERITAGE MALAYSIAN HERITAGE DRINK TO THE WORLDDRINK TO THE WORLD

By:By:

G&G Dessert Products Sdn BhdG&G Dessert Products Sdn Bhd

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OverviewOverview

Establishing Cendol as a Drink to the Establishing Cendol as a Drink to the World has been our aim for many years. In World has been our aim for many years. In this regard, the establishment of Cendolah this regard, the establishment of Cendolah (brand name) reflects the seriousness of (brand name) reflects the seriousness of G&G Dessert Products (G&G) in pursuing G&G Dessert Products (G&G) in pursuing its objective. G&G has been task to further its objective. G&G has been task to further boost the Malaysian Heritage Food agenda boost the Malaysian Heritage Food agenda in terms of product development and in terms of product development and branding enhancement as well as branding enhancement as well as commercial and industry development. commercial and industry development.

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OverviewOverview

Cendolah products and services are fast Cendolah products and services are fast gaining Malaysian recognition as heritage gaining Malaysian recognition as heritage food. It sets a new benchmark for food and food. It sets a new benchmark for food and beverage industry. Cendolah has the beverage industry. Cendolah has the potential to become a world associated potential to become a world associated not only with product quality, but also with not only with product quality, but also with international best practices throughout the international best practices throughout the nation. nation.

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OverviewOverview

In this respect, G&G will continue to raise In this respect, G&G will continue to raise the standards for food and beverage the standards for food and beverage industry in line with changing global trends industry in line with changing global trends building on the existing Malaysian Halal building on the existing Malaysian Halal Certification which is already most widely Certification which is already most widely recognized registered Halal Logo in the recognized registered Halal Logo in the world. This trend also needs to be world. This trend also needs to be capitalised commercially, especially for capitalised commercially, especially for economic benefit of Malaysia, as the economic benefit of Malaysia, as the product has the potential to be a lucrative product has the potential to be a lucrative and sustainable industry. and sustainable industry.

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OverviewOverview

In the spirit of co-operation and In the spirit of co-operation and collaboration, G&G will leverage and utilize collaboration, G&G will leverage and utilize existing Malaysian know-how to build existing Malaysian know-how to build partnerships, around the world and partnerships, around the world and ultimately enable more people to benefit ultimately enable more people to benefit from the positive attributes associated from the positive attributes associated with food and beverage industry. G&G with food and beverage industry. G&G welcomes and will continue to support welcomes and will continue to support such collaboration that will bring Cendolah such collaboration that will bring Cendolah benefits to the World. benefits to the World.

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Food & Beverages – A Fast Food & Beverages – A Fast Growing Global IndustryGrowing Global Industry Food and beverages is today among the world’s fastest Food and beverages is today among the world’s fastest

growing global industry with a built-in consumer across growing global industry with a built-in consumer across the world. It is an emerging market force that is the world. It is an emerging market force that is attracting all Malaysian with its wholesome, hygienic attracting all Malaysian with its wholesome, hygienic and contamination-free principles in food production. and contamination-free principles in food production. Cendolah ultimately has a consumer almost nationwide.Cendolah ultimately has a consumer almost nationwide.

The interest and demand for Halal-certified products The interest and demand for Halal-certified products and services continue to increase across local and and services continue to increase across local and global markets, making Cendolah not just a Malaysian global markets, making Cendolah not just a Malaysian obligation, but also a powerful market force. Cendolah obligation, but also a powerful market force. Cendolah is emerging as the standard of choice for consumers in is emerging as the standard of choice for consumers in many parts of Malaysia and the World. many parts of Malaysia and the World.

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Cendolah – Good for BusinessCendolah – Good for Business Cendolah makes good economic sense. It is the Cendolah makes good economic sense. It is the

answer to many of the consumers’ concerns answer to many of the consumers’ concerns regarding the safety and wholesomeness of regarding the safety and wholesomeness of products on offer. G&G offers opportunities for products on offer. G&G offers opportunities for government agencies, bankers, companies, government agencies, bankers, companies, corporative, entrepreneur and individual to join corporative, entrepreneur and individual to join us and be part of us of this exciting emerging us and be part of us of this exciting emerging local and global market force that is also likely to local and global market force that is also likely to be one of the fastest growing business arenas in be one of the fastest growing business arenas in the coming years.the coming years.

G&G Dessert Products Sdn Bhd has the ability, G&G Dessert Products Sdn Bhd has the ability, capacity and strength to provide the best quality capacity and strength to provide the best quality products. With the experience, knowledge and products. With the experience, knowledge and expertise, we will build our niche in the local and expertise, we will build our niche in the local and global food and beverage market.global food and beverage market.

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Halal Food Hub Halal Food Hub

The global market value for halal food is estimated The global market value for halal food is estimated at about US$547 billion a year. Recognizing this, at about US$547 billion a year. Recognizing this, many countries are undertaking various initiatives many countries are undertaking various initiatives to capitalize on the growth potential. Malaysia, as a to capitalize on the growth potential. Malaysia, as a Muslim nation, has the edge and is well positioned Muslim nation, has the edge and is well positioned to be the hub for the promotion, distribution and to be the hub for the promotion, distribution and production of halal food and non-food products. As production of halal food and non-food products. As the Malaysian Government is focusing on increasing the Malaysian Government is focusing on increasing food production in the country as well as making food production in the country as well as making Malaysia an international halal hub, food-processing Malaysia an international halal hub, food-processing companies can leverage on Malaysia’s strength in companies can leverage on Malaysia’s strength in halal certification and Government’s promotional halal certification and Government’s promotional efforts to capture the halal market overseas. efforts to capture the halal market overseas.

Global Market Economy on Global Market Economy on Halal ProductsHalal Products

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In the Ninth Malaysia Plan, Malaysia will be developed as In the Ninth Malaysia Plan, Malaysia will be developed as a center for the certification of halal products and the a center for the certification of halal products and the Department of Islamic Development, Malaysia (JAKIM) Department of Islamic Development, Malaysia (JAKIM) certification will be promoted worldwide. certification will be promoted worldwide.

In addition, Malaysia will be positioning herself as the In addition, Malaysia will be positioning herself as the reference center for trade and investment promotion of reference center for trade and investment promotion of halal products and services by designating Malaysia halal products and services by designating Malaysia International Halal Showcase (MIHAS) and the World International Halal Showcase (MIHAS) and the World Halal Forum (WHF) as the international annual platforms Halal Forum (WHF) as the international annual platforms for halal trade and create opportunities for strategic for halal trade and create opportunities for strategic collaboration and alliances. Recognizing the potential of collaboration and alliances. Recognizing the potential of the halal industry, the Government has established the the halal industry, the Government has established the Halal industry development Corporation (HDC), as a body Halal industry development Corporation (HDC), as a body to coordinate the overall development of the industry. to coordinate the overall development of the industry.


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Food Niche markets – Opportunities Food Niche markets – Opportunities Currently, the key areas for growth and Currently, the key areas for growth and

development in the food processing industry in development in the food processing industry in Malaysia are functional food, Malaysia are functional food, convenience foodconvenience food, , food ingredients and food ingredients and halal food.halal food.

Convenience Food Convenience Food With changing lifestyle, convenience foods With changing lifestyle, convenience foods

continued to be the trend. In Malaysia, food continued to be the trend. In Malaysia, food manufacturers are introducing new convenience manufacturers are introducing new convenience foods with Asian recipes to meet the additional foods with Asian recipes to meet the additional interest in ethnic food. Convenience foods interest in ethnic food. Convenience foods produced in Malaysia are in the form of chilled produced in Malaysia are in the form of chilled and frozen, home-meal replacements, ready-to-and frozen, home-meal replacements, ready-to-cook, ready-to-eat and cook, ready-to-eat and ready-to-drinkready-to-drink meal. meal.


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Promoting Malaysian Heritage Promoting Malaysian Heritage Food to The WorldFood to The WorldSpecial Heritage Food Special Heritage Food

The National Heritage Department would step up The National Heritage Department would step up promotions of local food overseas to attract tourist to promotions of local food overseas to attract tourist to the country. Some 500 local dishes listed under the the country. Some 500 local dishes listed under the national heritage had been picked for promotions national heritage had been picked for promotions abroad.abroad.

Cendol is one of the local dishes listed. G&G Dessert Cendol is one of the local dishes listed. G&G Dessert Products Sdn Bhd (G&G), a local company base in Johor Products Sdn Bhd (G&G), a local company base in Johor has the expertise and knowledge in food industry been has the expertise and knowledge in food industry been manufacturing and marketing instant cendol ready to manufacturing and marketing instant cendol ready to drink called “ Cendolah”. It’s a cordial drink (pati asli drink called “ Cendolah”. It’s a cordial drink (pati asli cendol) without the noodles and other accessories.cendol) without the noodles and other accessories.

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We still maintain the characteristic taste and We still maintain the characteristic taste and aroma of the drink. A mixture of santan, gula aroma of the drink. A mixture of santan, gula melaka and daun pandan is the key ingredients melaka and daun pandan is the key ingredients that leave a savory taste in our mouth that has that leave a savory taste in our mouth that has made them so popular in Malaysia for generation.made them so popular in Malaysia for generation.

By inventing Cendolah as an instant drink is an By inventing Cendolah as an instant drink is an another way to preserved the traditional way of another way to preserved the traditional way of cendol as one of the special heritage food of cendol as one of the special heritage food of Malaysia to the world.Malaysia to the world.

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By modernizing and producing a quality product and By modernizing and producing a quality product and hygienic will definitely popularize Malaysia’s food delights hygienic will definitely popularize Malaysia’s food delights worldwide and create greater awareness and acceptance worldwide and create greater awareness and acceptance about the country’s heritage, image and revenue.about the country’s heritage, image and revenue.

Cendolah will also provide with a heritage branding and Cendolah will also provide with a heritage branding and help to boost business and tourism, giving a special help to boost business and tourism, giving a special “oomph” to Malaysian restaurants overseas.“oomph” to Malaysian restaurants overseas.

Promoting Malaysia’s heritage food can indeed help Promoting Malaysia’s heritage food can indeed help attract tourist just as they are drawn to visiting the attract tourist just as they are drawn to visiting the world’s heritage sites.world’s heritage sites.

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OutlookOutlook There can certainly be predicted a growing demand There can certainly be predicted a growing demand

for premium food items, which is indicated by the for premium food items, which is indicated by the increasing living standards and purchasing power of increasing living standards and purchasing power of the modern Malaysian population. The food service the modern Malaysian population. The food service segment is also interesting from the supply segment is also interesting from the supply perspective. Competition is not so much about perspective. Competition is not so much about branding but more on price as the supply factor is branding but more on price as the supply factor is based on bulk purchase. Apart from widespread fast based on bulk purchase. Apart from widespread fast food chains, coffee bars, wine bars and Western style food chains, coffee bars, wine bars and Western style cafeterias offer a wide range of pastries, cafeterias offer a wide range of pastries, confectionaries, and snacks, including Western food confectionaries, and snacks, including Western food menus for lunch and dinner. menus for lunch and dinner.

In recent times there can be observed a trend In recent times there can be observed a trend towards an organic sub-sector, which is expanding towards an organic sub-sector, which is expanding rapidly. As the population is becoming more health-rapidly. As the population is becoming more health-conscious due to growing living standards and conscious due to growing living standards and purchasing power, the number of organic shops is purchasing power, the number of organic shops is expected to expand. expected to expand.

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OutlookOutlook Even though the higher living standard has Even though the higher living standard has

increased the demand for fast food a change in increased the demand for fast food a change in food consumption is expected due to increased food consumption is expected due to increased awareness and social progress in the coming awareness and social progress in the coming years. years.

Quality food products and Quality food products and low fat productslow fat products will will face a higher demand because of the rapid face a higher demand because of the rapid increase in lifestyle diseases, such as high blood increase in lifestyle diseases, such as high blood pressure, heart problems due to overweight and pressure, heart problems due to overweight and change in eating habits. In Malaysia it is essential change in eating habits. In Malaysia it is essential to be present in exhibitions in order to promote to be present in exhibitions in order to promote food products. By this, we could probably get the food products. By this, we could probably get the chance to meet the potential and right contacts.chance to meet the potential and right contacts.

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CENDOLCENDOLKey Differences Between

Cendolah & Traditional Cendol

Traditional Cendol

Cordial Cendol (concentrated)

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The ProductThe Product

Cendolah is a Cendolah is a cordial drinkcordial drink with a with a taste of santan and gula melaka with taste of santan and gula melaka with the main Ingredient will be the main Ingredient will be gula gula melaka, santan, pulut, kacang melaka, santan, pulut, kacang merah and sugarmerah and sugar. This cordial . This cordial (concentrate) gives a good taste which (concentrate) gives a good taste which is better than the traditional cendol in is better than the traditional cendol in terms of consistency in taste and terms of consistency in taste and hygienic. It can be served as hot or cold hygienic. It can be served as hot or cold drink. drink.

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Cendolah – Pati Asli CendolCendolah – Pati Asli Cendol

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Cendolah – Nutritional InformationCendolah – Nutritional Information

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Cendolah – Nutritional Information & Lab Cendolah – Nutritional Information & Lab TestTest

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Cendolah Halal Certificate & G&G SSMCendolah Halal Certificate & G&G SSM

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Vision & MissionVision & Mission VisionVisionTo be known as Malaysian drink through out the To be known as Malaysian drink through out the

World.World.

MissionMissionTo create employment and establish state of art To create employment and establish state of art

beverage processing plant;beverage processing plant; To develop more Malaysian authentic food To develop more Malaysian authentic food

products to gain commercial values;products to gain commercial values; To attract tourist, promote local food products To attract tourist, promote local food products

and 1 Malaysian concept;and 1 Malaysian concept; For all our teenagers to know the country’s For all our teenagers to know the country’s

history as this way we can instill spirit of history as this way we can instill spirit of independence and love for the nation;independence and love for the nation;

Social contribution to the nation and set Social contribution to the nation and set exemplary for other Malaysian to follow.exemplary for other Malaysian to follow.

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ObjectivesObjectives

Sustain the integrity of the product as heritage of Sustain the integrity of the product as heritage of Malaysia and Halal Certification process through a Malaysia and Halal Certification process through a constant review of the regulatory framework, constant review of the regulatory framework, standards and audit processes.standards and audit processes.

Develop the infrastructure for research and Develop the infrastructure for research and development and training to enable those involved development and training to enable those involved in food and beverage production to stay abreast of in food and beverage production to stay abreast of global developments in food and beverage global developments in food and beverage technology and management procedurestechnology and management procedures

Unify the national food and beverage market Unify the national food and beverage market participants to form the model for the participants to form the model for the establishment of global food and beverage establishment of global food and beverage communitycommunity

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ObjectivesObjectives

Facilitate domestic production of food and Facilitate domestic production of food and beverage products through improved capacity and beverage products through improved capacity and capability of food and beverage industrycapability of food and beverage industry

Expedite the establishment of outlets to provide a Expedite the establishment of outlets to provide a networked environment for greater efficiency in the networked environment for greater efficiency in the production and distribution of Cendolahproduction and distribution of Cendolah

Promote Cendolah as a Malaysian drink to the worldPromote Cendolah as a Malaysian drink to the world

Develop Malaysia’s global image as the producer of Develop Malaysia’s global image as the producer of high quality halal productshigh quality halal products

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Branding & PromotionBranding & Promotion

G&G branding and promotion is base on developingG&G branding and promotion is base on developingeffective branding, marketing and promotional effective branding, marketing and promotional

campaignscampaignsfor Cendolah as Halal product and Heritage food offor Cendolah as Halal product and Heritage food ofMalaysia is base on the following:Malaysia is base on the following:

Branding: Creating as Halal Product and HeritageBranding: Creating as Halal Product and HeritageFood of MalaysiaFood of Malaysia

G&G will develop a strong Halal brand product and G&G will develop a strong Halal brand product and Heritage Food of Malaysia which link to the Halal Heritage Food of Malaysia which link to the Halal Development corporation (HDC) and Department of Development corporation (HDC) and Department of Malaysian Heritage in creating local and global Malaysian Heritage in creating local and global markets. It will cover Cendolah as Halal drink, markets. It will cover Cendolah as Halal drink, Heritage of Malaysia and Malaysian Drink to The Heritage of Malaysia and Malaysian Drink to The World.World.

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Branding & PromotionBranding & PromotionPromotions: Enhance as a Malaysian Heritage Promotions: Enhance as a Malaysian Heritage

Drink Drink Promotion ActivitiesPromotion Activities

G&G campaign will run with branding efforts as G&G campaign will run with branding efforts as Malaysian Heritage Drink through the promotional Malaysian Heritage Drink through the promotional activities as food and beverage products from the activities as food and beverage products from the Malaysian Heritage Department and Tourism Board Malaysian Heritage Department and Tourism Board for local and overseas market;for local and overseas market;

Participating in the World Halal Forum and Malaysian Participating in the World Halal Forum and Malaysian

International Halal Showcase (MIHAS) to strengthen International Halal Showcase (MIHAS) to strengthen the product as “Halal Malaysia”.;the product as “Halal Malaysia”.;

Several promotional programmes have been planned Several promotional programmes have been planned which include Events, Media Campaign and which include Events, Media Campaign and advertising on Cendolah for local and abroad. advertising on Cendolah for local and abroad.

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Promotional Activities – Gallery of Promotional Activities – Gallery of EventEvent

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Malaysian Heritage Food to The WorldMalaysian Heritage Food to The World

100 makanan tradisiOleh SHANIKA ABDULLATIBSantapan warisan bangsa ke persada antarabangsa

BUKAN sekadar popular, keistimewaan dan kepercayaan masyakat terhadap sesuatu makanan dapat ditonjokan menerusi masakan. – Gambar hiasan

National Heritage Department To National Heritage Department To PromotePromote

Local Fare Local Fare ( Bernama.com, 16 Mac 2009)

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CendolCendol

Malaysian Heritage Food to The WorldMalaysian Heritage Food to The World

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Wednesday March 25, 2009Special heritage tour for studentsBy SALINA KHALID

STUDENTS from 18 secondary schools in the remote areas had a chance to learn about the country’s national heritage thanks to the National Heritage Department.Its commissioner of heritage, Profesor Emeritus Datuk Zuraina Abdul Majid, said it was a unique opportunity for the students.

“We brought them to stay in Kuala Lumpur and took them to visit the museums, national monuments and other national heritage buildings in the capital city.“Hopefully they will share the information with their friends and everyone in their village,” said Zuraina.

She said the programme, which was started in 2007, involved schools located in remote places such as Sabah and Pahang. She said these students would be starting a heritage club, back in their school, where they would share the information they obtained during the visit with their peers.

“We want them to know that whatever they read in the textbooks are for real,” added Zuraina. She said the programme would be extended to other schools in the country this year.

She was speaking at the media briefing on the activities of the National Heritage Department held at the Menara TH Perdana in Jalan Sultan Ismail recently.

Zuraina said the department would step up promotions of local food overseas to attract more tourists to the country. She said some 500 local dishes listed under the national heritage had been picked for the promotion.

“All the listed food will be shown in the department’s website in Bahasa Malaysia and will be translated to other languages later on,” she said.

She added that the department would be going to London to promote the programme before bringing it to other destinations. She also encouraged local restaurants to help dissiminate information about these dishes and help promote them.

Special Heritage to StudentsSpecial Heritage to Students

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Thank YouThank YouG&G DESSERT PRODUCTS SDN BHDG&G DESSERT PRODUCTS SDN BHD

53A, Jalan Impian Emas 6, Taman Impian Emas53A, Jalan Impian Emas 6, Taman Impian Emas

81300 Skudai Johor. MALAYSIA81300 Skudai Johor. MALAYSIA

Tel: +6 (07) 5599 446Tel: +6 (07) 5599 446

Fax: +6 (07) 5599 125Fax: +6 (07) 5599 125

Email: [email protected]: [email protected]

Website: www.cendolah.comWebsite: www.cendolah.com