| Danial Norjidi |
THE Memorandum of Understanding (MoU) signed between Ghanim International Corporation, Golden Tree Sdn Bhd and Pure Fresh International Holdings marks “the start of a very exciting collaboration” and presents Ghanim with an important first step into the Chinese market.
Dato Paduka Dr Awang Haji Mohd Amin Liew bin Abdullah, the Deputy Minister of Finance and Chairman of Ghanim International Corporation said this while speaking to reporters yesterday on the sidelines of the signing ceremony.
“This is the start of a very exciting collaboration, especially with this opportunity to work with Pure Fresh and Golden Tree. This will allow us to have a first step into the Chinese market, which is a very big market.”
He noted that Pure Fresh themselves have quite a number of supermarkets in China, in cities such as Guangzhou, Shenzhen, Shanghai and Foshan. “This will give our products good exposure in a number of cities immediately.”
“Hopefully, by working with them, we will be able to promote our bruneihalalfoods brand in China.”
He explained that there are multiple objectives.
“First is of course to sell whatever existing products we have to the Chinese market. Secondly is to understand the market better; the potential and other products that we can also supply to them.
Dato Paduka Dr Awang Haji Mohd Amin Liew bin Abdullah, the Deputy Minister of Finance and Chairman of Ghanim International Corporation speaking to the media yesterday. – DANIAL NORJIDI
“We may not have all the products at the moment, but to understand the market better will allow us to work with the local small and medium enterprises (SMEs), to get them to hopefully produce products that will suit the Chinese market.
“Also, we want to encourage Pure Fresh and Golden Tree to continue to work with us to share information with us so that we can better improve our products and widen our range for the Chinese market.”
He explained yesterday, “The intention is not just for us to provide our product to them and for them to sell, but this collaboration will also allow us to understand the Chinese market better in terms of the other product requirements.”
This, he said, is so that when they have this feedback, they can work with DARE (Darussalam Enterprise) to have access to local SMEs, and subsequently work in collaboration to get the SMEs to produce more products.
Explaining the reasoning behind the choice of partners, he said, “Like any commercial product, supply chain is very important, so you want to sell to someone who already has the distribution network, the outlets that reach out to the local population.
“We looked at Pure Fresh because they already have existing supermarkets in the various big cities. China is a big market. You cannot straight away try to reach out to every part of China – you need to do it a step at a time.
“This small step will allow us to understand the market better, to understand their requirements, preferences and appetite for this type of product, so that it allows us time to readjust our product to better suit their market before we go even bigger and to other parts of China.”
On whether Ghanim can meet demand in the China market, he said, “If the demand is there, we will be there to try to meet the demand. Of course, at the moment, it’s the first time we go into China. We need to know the market better. This partnership will allow us know the market better.”
“Pure Fresh and Golden Tree will give us feedback from time to time, and it is very important that we work closely together so that we understand the market and continue to refine our product to be more suitable to the Chinese market. Then we will continue to expand and work with the SMEs to try to increase the production and export.
“I hope this collaboration will be successful in the long term and that we will be able to expand into the Chinese market.”
He added that Ghanim is also looking at other markets beyond China – particularly Asean members countries.
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