AMB Boosts Middle East Expansion Through Partnership With Top Saudi Chefs

KUALA LUMPUR, June 25 (Bernama) -- Ajinomoto (Malaysia) Berhad (AMB) is strengthening its Middle East expansion through a strategic collaboration with two influential Saudi Arabian culinary figures, amid growing demand for halal food products across the region.

In a statement today, AMB said the partnership with Chef Fadi Mneimneh and Chef Rakan Aloraifi reflects its continued commitment to offering high-quality halal products globally.

The two chefs recently visited AMB’s factory in Bandar Enstek, Negeri Sembilan, for an exclusive session showcasing the quality, diversity and halal integrity of its products, as well as deepening understanding of the art and science of umami among Middle Eastern consumers.

AMB said Chef Fadi, a Michelin-starred culinary director and former royal chef, and Chef Rakan, an award-winning executive director and culinary consultant, are among the most influential figures in the Middle Eastern culinary scene.

“Their expertise and influence bring valuable perspectives, thereby strengthening AMB’s relationships with key players in the food and hospitality industry in the region.

“This exclusive programme is designed to raise awareness of AMB’s halal-certified product portfolio and its modern manufacturing capabilities among key stakeholders in Saudi Arabia,” it said.

AMB said the collaboration with culinary key opinion leaders also aims to boost consumer confidence, highlight the value of umami in modern cuisine and meet the growing demand for premium halal food solutions.

A highlight of the visit was live culinary demonstrations by Chef Fadi and Chef Rakan, featuring authentic Middle Eastern dishes prepared with selected Ajinomoto products.

“It showcased how umami can enrich taste and add depth of flavour without compromising the authenticity of traditional recipes, creating a unique culinary experience that combines Middle Eastern heritage with Japanese-inspired food innovation,” AMB said.

The programme was also attended by AMB’s distributor representative in Brunei, opening up opportunities for more meaningful regional networking and knowledge exchange.

“This session serves as a platform to discuss changing consumer tastes, current culinary trends and new business opportunities in the rapidly growing halal food industry, while strengthening collaboration among regional partners,” said AMB.

As one of Malaysia’s leading food manufacturers, AMB said it will continue to showcase Malaysia’s halal excellence globally through strategic collaborations and market expansion initiatives.

AMB also plans to continue collaborating with the two chefs at the Hotel, Restaurant and Café (HORECA) event, tentatively scheduled for the first week of October 2026 in Riyadh and Jeddah, Saudi Arabia.

The two chefs are expected to lead live culinary demonstrations for HORECA professionals, chefs and procurement decision-makers, in line with AMB’s ongoing efforts to open new business opportunities and further expand the reach of its halal products across the Middle East.

-- BERNAMA