Ayam Brand, a household name in Malaysia for more than 120 years, famed for its wide range of nutritious, no-added preservative and no-added MSG canned food products is on a mission to help more people, beginning with the underprivileged, rediscover the great taste, convenience and nutritional benefits of fish through its ‘Tasty Fish, Healthy Diet’ Community Care Campaign 2013.
Now in its sixth consecutive year, the Ayam Brand Community Care CSR campaign will see contribution of its products sufficient for daily consumption of two months for all residents at 45 charity homes across ten regions in East & West Malaysia, providing more than 2,200 underprivileged children, disabled and the elderly with convenient, healthy and nutritious meals.
The finale of the nationwide campaign was held at Petrosains, here, today with contributions to Rumah Sayangan, Persatuan Pemulihan Orang-Orang Cacat Selangor & Wilayah Persekutuan, Persatuan Rumah KIDS, Rumah Amal Cahaya Tengku Ampuan Rahimah (RACTAR), Yayasan Sunbeams Home, Rumah Juara Petaling Jaya, House of Joy and Trinity Community Children Home Society.
Charity homes from Perak, Kedah, Johor, Penang, Pahang, Terengganu, Negeri Sembilan, Sabah, Sarawak and the Klang Valley benefited from the campaign.
The annual campaign is an integral part of Ayam Brand’s Corporate Social Responsibility program that has since its inception in 2008 benefitted more than 11,000 people from 203 charity organizations by providing them with convenient, healthy and nutritious meals.
The products contributed this year included Ayam Brand sardines, mackerel, tuna, baked beans and other healthy and nutritious Ayam Brand canned food products.
Children from the homes were entertained by popular singer and radio deejay, Hunny Madu, clowns, magicians and a fun yet educational Bubble Show by Petrosains.
According to Tunku Dato’ Mu’tamir bin Tunku Tan Sri Mohamed, Ayam Brand Chairman, the aim of the campaign is to encourage a healthier diet by consuming more fish among Malaysians. Fish is an extremely healthy diet as it provides essential vitamins and minerals to our body and it is recommended by health authorities that one should consume fish at least 2-3 times a week.
Canned fish products such as sardines, mackerel and tuna are another natural source of Omega 3, protein and calcium. Protein aids in growth and development in children and assist with repair and maintenance of the body in both adults and children. A single serve of fish (about 150g ) provides 50-60% of the daily protein needed for an adult.
Calcium on the other hand, is essential to maintain strong bones, teeth and also to prevent osteoporosis. Fish such as sardines contain two times more calcium than milk ( 323mg/100g for sardines vs. 150mg/100g for milk).
Fatty fish is a good source of Omega-3, which is an essential fatty acid that our body cannot produce by itself. 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. What’s more, Omega 3 is also important in the development of vision and brain among children.
“We hope that by getting children at these charity homes hooked on fish such as Ayam Brand’s sardines, mackerel and tuna they will make fish a part of their daily diet into adulthood and enjoy the health benefits linked to a diet rich in fish,” said Tunku Dato’ Mu’tamir bin Tunku Tan Sri Mohamed.
“Ayam Brand is delighted to be able to assist these charity organisations through the contribution of our products that we hope will add variety, convenience and great taste to their daily diet,” he explained.
To foster greater independence among the children, Ayam Brand has made the campaign livelier and more challenging with the return of the Ayam Brand Junior Chef cooking competition. Themed ‘My Favourite Fish Dish’ the cooking contest requires teams of two children to prepare, plate and serve a simple fish dish using Ayam Brand products.
“We want our charity campaign to inculcate lifelong good and healthy eating habits among the children, but we also want it to be memorable and fun,” Tunku Dato’ Mu’tamir explained.
Hunny Madu spent quality time interacting with the children.