BISA as motivation to industry players

SHAH ALAM - The Bisnes Sinar Harian Awards (BISA) is not only organised to give recognition to entrepreneurs in the country, but it is also to motivate them.

Farm Fresh chief operating officer Azmi Zainal said entrepreneurs will work harder, produce better and high quality products in spirit of competitiveness with the existence of awards like BISA.

"Entrepreneurs will become more competitive in business when there is an award like BISA," he told Sinar Harian.

Azmi said BISA is held just at the right time as all parties needed to work hard to remain relevant in the market after the Covid-19 pandemic.

"This is the time to make a comeback after the losses incurred during the pandemic that lasted for more than two years, and BISA has become the medium to recognise their efforts.

"BISA will surely be held again in the next few years and people will work harder to win the award. It is important to give recognition to the industry players," he said.

He hoped that BISA will not discontinue and that more entrepreneurs will be able to participate in it be receive the award in the future.

He said the food and beverage (F&B) industry in Malaysia had faced its ups and downs during and after the Covid-19 pandemic.

During the Movement Control Order (MCO), the F&B business grew rapidly as people had to stay at home.

"The situation had changed when people were not allowed to go out and socialise and now F&B businesses are starting to be affected.

"Alhamdulillah, dairy products are considered as a need in a household. Whether it is the pandemic or not, people would still buy milk. So, this is the advantage that Farm Fresh has," he said.

Therefore, he said Farm Fresh had come up with strategies in facing fluctuations besides implementing aggressive marketing.

"We have sponsored shows to promote Farm Fresh through television advertisement. We don't want the momentum we gained to be temporary because if it declined, it would affect our performance.

"As the biggest dairy manufacturer in the country, we want our performance to maintain by working harder and having a clear strategy," he said.