Suzara's Heritage Foods Showcased At ASEAN Tourism Forum

TUMPAT, Feb 16 (Bernama) -- Although Suzara’s serunding (meat floss) and dodol (toffee-like traditional sweet) business have been established in Kelantan for over five decades, the opportunity to promote these heritage foods across Southeast Asia is not easily obtained.

Suzara Serunding marketing manager Nor Fatin Nabila Sukri said her company was deeply grateful for the opportunity to showcase its serunding at the ASEAN Tourism Forum (ATF) 2025, held in Johor Bahru from Jan 15 to 20.

“Alhamdulillah, all 50 kg of serunding we brought were sold out. In fact, a delegate from Brunei even contacted me to place an order for more,” she told Bernama recently.

The forum, held in conjunction with Malaysia’s ASEAN Chairmanship, focused on fostering sustainable, resilient, and inclusive tourism in Southeast Asia, reflecting ASEAN’s commitment to building a fair and sustainable ASEAN community.

Nor Fatin Nabila said the company sells four types of serunding: local beef (RM66 per kg), imported beef (RM56 per kg), chicken (RM57 per kg), and fish (RM45 per kg).

“The local beef serunding is my customers’ top choice, but as Ramadan and Aidilfitri approach, demand for fish floss also increases. Many customers use it as a filling for popia simpul (love knot spring rolls) and mini curry puffs.

“Right now, we are already quite busy handling customers’ orders, as sales usually surge five to six times during the festive season,” she said, adding that Suzara also produces dodol and a traditional sweet delicacy known as gelembung buaya.

Currently employing 15 workers, she said making high-quality serunding requires them to be meticulous to ensure the ingredients are well-blended and adequately cooked.

“Most of our ingredients are sourced from the Rural Transformation Centre in Tunjong, Kota Bharu, before being processed at our Kampung Laut, Tumpat factory. Customers can also make their purchases directly from the factory.

“We have also opened a new outlet in Kampung Laut, near the factory, offering more than 50 products from local entrepreneurs, such as kuih kapit, kerepek, popia gulung and more,” she said, adding that they also receive orders from China and Australia.

-- BERNAMA