BUILDING VALUE AT OUR CORE SEC 5 74 The Top Outstanding Brand with The Most Incremental Shoppers in 2022 by KANTAR. 1 BrandLaureate Sustainable Business & Brand Inspiring Achievement Award for 2022-2023. 2 Gold Award for Best BM Copywriting, Content Writing, and Scriptwriting: Single at Kancil Awards. 3 A key campaign launched in 2023 was ‘Saji Seikhlas Hati’, aimed to support deserving Malaysians particularly focusing on the Asnaf and underprivileged groups. As part of this initiative, we partnered with Muslim Care Malaysia to extend aid to 701 families across 11 villages in Nabawan and Kundasang, Sabah. Additionally, we offered FGV’s range of products under the ‘Pek Rahmah’ at discounted prices to residents of low-income housing areas (PPR) around Kuala Lumpur, benefiting over 10,000 individuals. We organised roadshows, cooking demonstrations, and product sampling events in major hypermarkets such as AEON, Giant, and Mydin to enhance the visibility and accessibility of our products. These efforts helped our flagship brand, Saji, climb from the seventh to the fifth position in local FMCG rankings during the year, indicating significant progress in becoming Malaysian consumers’ brand of choice. These achievements can be attributed to effective marketing strategies, product innovations, and customer engagement programmes that resonated well with consumers. Improvements in product quality, pricing, and brand visibility, also contributed to the increased appeal of our products in the market. Outlook In 2024, the Division will continue to enhance growth and market presence by implementing innovative strategies and expanding into new territories. We plan to capitalise on the FMCG Distributorship Network Model and aim to grow and protect our market share through consistent product distribution and heightened brand awareness. We are also transitioning from the current Adela brand with the launch of PREMEO, which targets the premium segment. While we are mindful of challenges such as market volatility and uncertain trade policies, we see opportunities to expand beyond cooking oil. We will be looking at modernising our Delima Oil Products’ plant in Pasir Gudang, Johor and tapping into the high demand in international markets. Our strategies are aligned with the Business Plan to support FGV’s long-term goal. We aim to strengthen our leading brands, Saji and Seri Pelangi by developing higher-margin products and improving operational efficiency. Additionally, we will continue expanding in the SEA market by collaborating with local distributors and focusing on streamlining procurement and logistics. Innovation is a priority and we have plans to enhance our R&D capabilities through collaborations, while greater digitalisation adoption will be key in refining our decision-making processes. We aim to strengthen our position within FGV’s supply chain and leverage strengths in raw material quality and pricing. GROUP BUSINESS REVIEW Our Saji cooking oil now includes an MSPO certification sticker assuring the market of our sustainability practices. Saji cooking oil is made from the finest, superior-quality RBD Palm Olein, rich in vitamin E, and contains no cholesterol.
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