Local Sambal Makes Inroads Into Overseas Markets – Rubiah

KUALA LUMPUR, July 31 (Bernama) -- Sambal Street 2025 aims to celebrate the heritage of local flavours and rural entrepreneurial spirit through a wide variety of sambal and chilli-based products from across the country, said Deputy Minister of Rural and Regional Development Datuk Rubiah Wang.

She said that local sambal produced by rural entrepreneurs is gaining popularity not only domestically but also in overseas markets such as Singapore, Brunei and Saudi Arabia.

“These international markets are not solely dependent on the Malaysia External Trade Development Corporation (MATRADE) but are also driven by the initiatives and business networks established by our entrepreneurs themselves,” she told reporters after launching Sambal Street 2025 here today.

Organised by Felcra Berhad, Sambal Street 2025 is intended to promote products by Felcra-supported entrepreneurs, highlight the diverse traditional sambal varieties of each state, enhance the added value of rural agricultural produce and encourage innovation in the local food industry.

Meanwhile, entrepreneur Mohd Yusof Fauzi, 45, from Jempol, Negeri Sembilan, said his sambal brand Sambarindu is now available at Petronas stations nationwide and has also entered the Singapore and Brunei markets.

Sambal Street 2025 features more than 30 sambal products from 16 Felcra entrepreneurs, marketed through cooperatives, petrol stations, digital platforms and export channels to ASEAN and Middle Eastern countries.

-- BERNAMA