Ranau housewife wins vehicle in cooking contest

KOTA KINABALU (Aug 20): Velyzeah Barukon, a 39-year-old housewife from Ranau, drove home a brand-new Isuzu D-Max after winning the “Jom Masak & Menang Bersama” cooking competition recently.

The other seven finalists also walked away with branded household appliances worth RM2,000 each.

Honouring Malaysians’ love for food and tradition, the finale was also invigorated by a culinary demonstration by Chef Hakimi, who showcased a local favorite delicacy, ‘Sambal Tumis Tuhau’ using MAGGI Sambal Tumis.

This was one of the special recipes developed during the campaign to honour the tireless efforts of cooks who transform meals into joyful feasts, and inspire more Sabahans to recreate their beloved household recipes passed from generation to generation, made convenient with MAGGI products.

Jannie Lasimbang, chairperson of the Rural Development Corporation of Sabah, who graced the exciting finale event at Suria Sabah on August 10, shared, “We are grateful to MAGGI for celebrating with us the delightful festivities of Pesta Kaamatan every year. MAGGI has been a long-standing companion to us in Sabah throughout the decades, giving back to our local indigenous communities through the annual charity support to help them achieve self-reliance and independence. We hope to continue partnering with MAGGI in supporting and advancing the culture and traditions of Sabah for generations to come.”

By supporting organizations like PACOS Trust, she said MAGGI is helping to bridge the gap between traditional knowledge and modern food processing techniques, while also fostering economic opportunities for these communities.

And one of the key areas where MAGGI’s support is making a difference is in the improvement of food processing.

“While farmers and indigenous communities possess extensive traditional knowledge about food security and sustainability, they often lack the resources and technical expertise to process their agricultural products for longer shelf life.

“This is where MAGGI’s generous funding, channeled through organizations like PACOS, becomes invaluable. By improving food processing capabilities, these communities can enhance their food security and create more sustainable livelihoods,” said the Kapayan assemblywoman who was asked for her opinion on how companies like MAGGI support the empowerment of local communities, especially in regards to sustainability, building resilience and food security.

“This initiative not only helps in preserving traditional agricultural practices but also enables local farmers to extend the marketability of their products. This, in turn, supports the economic resilience of these communities, allowing them to thrive in a modern economy while staying true to their cultural roots,” she said.

As to the importance of the private sector to play an active role in the matter, Jannie pointed out that the private sector has access to media and markets.

“They can link local communities to the media and the market/buyers by helping to introduce their local products, and at the same time provide information on how they can improve their products,” she said.

Furthermore, MAGGI’s involvement with PACOS Trust underscores the importance of private sector recognition and support for indigenous organizations, she said, adding that MAGGI’s partnership with PACOS Trust is a prime example of how the private sector can play an active role in supporting indigenous communities, not just through financial assistance but by helping to raise their profile and connect them with broader markets.

“By promoting local ingredients such as tuhau and other indigenous produce, MAGGI is helping to ensure that these traditions are passed down to younger generations while also introducing them to a broader audience,” she said.

According to Jannie, MAGGI’s efforts in promoting local ingredients have had a significant impact, especially in rural areas.

“For example, their promotion of tuhau — a plant traditionally used by indigenous communities — has brought attention to its potential as a marketable product. This not only raises awareness about the value of local ingredients but also provides rural communities with the opportunity to generate income from their natural resources.

“MAGGI’s involvement has made these communities realize that their traditional knowledge and resources can be economically viable, thereby contributing to their overall empowerment,” she said.

Ivy Tan Link Cheh, Business Executive Officer of MAGGI, Malaysia and Singapore, said:
“We are thankful for the opportunity to collaborate with PACOS Trust Sabah this year, creating a platform together for our traditional basket weavers to showcase their masterful art pieces while aiding their efforts to empower farmers’ and their livelihoods. I am deeply heartened by the immense tenacity of Sabahans, and we hope to continue uplifting indigenous locals to provide more opportunities and create a brighter future for them.”

In addition to showing appreciation for the local cooks and their rich cultural heritage, MAGGI was proud to continue its support towards the indigenous and women communities through its annual donation to selected local charities. For every contest entry received between May 1 to June 30 2024, MAGGI pledged to donate RM0.10 to PACOS Trust Sabah and Helping Hands Penan Berhad, two non-government organisations (NGOs) dedicated to empowering the indigenous communities and women to improve their livelihoods in Sabah.

This year, MAGGI was proud to have raised a total of RM14,000 to contribute to the good work of PACOS Trust Sabah.

The MAGGI Jom Masak & Menang finale at Suria Sabah drew thousands of Sabahan families, who cheered enthusiastically for the exciting cook-off and crowning of the champion. The lively celebration also featured traditional dance and music, as well as fun-filled booths where visitors explored the rich history of MAGGI’s chilli sauce and discovered the unique 12 spices that make MAGGI 2-Minute Kari Noodles a Malaysian favorite.

Meanwhile KDCA Women’s Council chairperson Joanna Datuk Kitingan said MAGGi’s Pesta Kaamatan contest serves as a platform to celebrate Sabah’s rich cultural heritage and culinary traditions.

MAGGI, she said, has been synonymous with the Kaamatan celebration for many years now and is a household name now in Sabah and Sarawak.

“Sabah’s culinary landscape is as diverse as its culture, with ingredients like tuhau, bambangan, takob akob and kodop playing a significant role in traditional dishes. These ingredients are not only unique to the region but are also deeply cherished by the local communities.

“There is a strong desire to see MAGGI introduce new products that incorporate these ingredients, creating a fusion of traditional flavors with the brand’s popular seasonings and sambals,” she said.

Kitingan would also like to see MAGGI collaborating with KDCA women council in promoting the new recipes for Sabah’s culinary tradition, especially using local ingredients and by working with the community.

“One way to empower women in rural areas is creating ways on how to use local ingredients and MAGGI ingredients. Maybe the brand can consider a Sabah version of ‘The MAGGI Resipi Berani TV Show’ involving our 40 districts,” she said.

This would not only spotlight Sabah’s diverse culinary practices but also inspire a new generation of home cooks and food entrepreneurs. Such a platform could be instrumental in preserving and promoting the state’s culinary heritage on a larger scale, ensuring that these traditions continue to thrive in modern times.