Transforming Local Delicacies: Retort Technology as a Catalyst for Seeni Food & Beverages Sdn Bhd’s Global Reach

Abstract

One evening in April 2024, Hafiz and his father, Mr. Seeni, were seated at the Richiamor Cafe, enjoying their lattes and hot chocolates while contemplating their next move."Father," Hafiz said excitedly, "As you know, we've established a strong presence in the local market since we transitioned our street food business to instant food using retort technology. Our sales have surged to RM100,000 within just a year of implementing this technology, highlighting our potential for entering the international market." Mr. Seeni expressed his agreement with the excellent idea, noting that his research indicates a rising interest in Asian cuisine within the global market, particularly among younger consumers who are becoming more open to specific dishes such as mee sotong. Nevertheless, he emphasized the necessity for developing strategies that effectively tackle the distinct challenges and opportunities associated with each segment of the international market. Hafiz added, “At present, there are no products like ours available on the international market. We must take advantage of these opportunities. His father nodded in agreement. “I believe in you, my son. To succeed, you need the strength of character to pursue your ambitions and dreams. Don’t be afraid; just proceed with careful planning for the sake of our family business, which has been around since 1977.”