Father Of 3 Gives Up Government Job To Venture Into Lucrative Frozen Food Business

GEORGE TOWN, March 23 (Bernama) -- His passion for cooking and business led Che Yub Saad, 43, to decide to quit his job two years ago from a government agency and start business in the frozen food trade.

Now, the father of three children from Kulim, Che Yub can take pride in his efforts as within a year of launching his product under the Rasa Ria Adamia label, he has seen the response for his product not only in the local market but also in China and Vietnam.

"Two main products by Rasa Ria Adamia is the dim sum and pau, and the other products are white bread and burger bread," Che Yub, who is from Kulim, Kedah told Bernama.

He said he started penetrating the China and Vietnam market last year, and the response for his products have been encouraging.

These two markets were chosen, as dim sum and pau come from these two countries, he said.

"So far, my business is seeing good response with my workers producing up to 500,000 pieces of dim sum and pau. And this does not even fulfill the exceeding market demand," he said, adding that he had appointed agents to market his products in the local supermarkets.

Describing his foray into the food business, he said he took a year to learn the art of making dim sum and pau from a Chinese friend.

Till today, the Chinese friend continues to check on the quality of the dim sum and pau made in the factory, Che Yub said.

"This is a challenging business and the nearest competitor is a Chinese company but I see that as a healthy competition and not one that will break my spirit.

"I would also have to be careful and take care of the quality so that the snacks would continue to be in demand not only from the Malays but also from the Chinese as these food items are main snacks for them," he said.

Che Yub started his business with an initial capital of RM200,000 and 16 employees, operating from Jalan Teluk Air Tawar in Tasek Gelugor here.

His future plans include penetrating the Brunei and Indonesia markets.

"One year after operations, the Agriculture Department gave us assistance to get our equipment. With the machine now, it is easier to carry out operations in the factory," he said.

The Rasa Ria Adamia frozen dim sum, which comes in a packet of 15 pieces, is sold at RM9.90 with a variety of flavours including pepper and chicken. The pau, in three flavours namely coconut, red beans and kaya, meanwhile are sold in a packet containing 12 pieces at RM5.60 per packet.

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