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Ayam Brand™ Community Care Campaign comes to Kuching

KUCHING – Was your last meal a Malaysian Healthy 3S plate – 3S being short for #sukusukuseparuh, or quarter, quarter, half?

Ministry of Health Malaysia promotes Suku-Suku Separuh, the division of plate portion to a quarter for protein, a quarter for complex carbohydrates and half for fruits and vegetables. It is an easy way to portion out the types of food our body needs.

The Malaysian Healthy 3S Plate is not the norm for most of us, which has led to an obesity epidemic among adults, and children.

According to the Economist Intelligence Unit’s Tackling Obesity in ASEAN Report, Malaysia’s prevalence of obesity is at 13.3%, which is the highest in South East Asia.

Malaysia was among the top three countries in Asia with high percentage 11.5% of obese children, aged between six months and 12 years.

Ayam Brand™, a homegrown household name famed for its wide range of quality, no preservatives and no added MSG, healthy and convenient canned food, is taking on the big issue of obesity among Malaysian children by incorporating the 3S concept of the Malaysian Healthy Plate into its annual Corporate Social Responsibility (CSR) programme.

This year, the brand is expanding the CSR program to children from primary schools as well.

The theme for this year’s campaign is ‘Ayam Brand™ Community Care Campaign 2019, Get Healthy Malaysia, Start Now’.

It will empower children from 10 states with information to identify healthier food choices and equip them with skills to prepare their own Malaysian Healthy Plate meal. The program is open to children from eight years up.

For a balanced meal, one quarter of the plate should be protein that can be found in fish, beans, meat, poultry, eggs, in palm-sized portion; one quarter of carbohydrate from rice, noodle, bread, cereals, wholegrain products, in fist-sized portion, and half the plate with vegetables and fruits, in palm-sized.


In Kuching, Sarawak, 20 children from Kompleks Kebajikan Laila Taib, Rumah Kanak-Kanak Toh Puan Hajah Norkiah Kuching, Salvation Army Kuching, SK. Batu Lintang and SJK (C) Chung Hua No 3 participated in the informative, challenging and fun ‘Ayam Brand™ Community Care Campaign 2019, Get Healthy Malaysia, Start Now’.

The event kicked off with an interactive introduction to the #sukusukuseparuh concept, followed by five teams of five children preparing a meal based on the 3S principles, within 30 minutes with minimal assistance from adults, using recipes that have been vetted by nutritionist.

While waiting for their Malaysian Healthy Plate meals to be evaluated the children were challenged with games that required Higher Order Thinking Skills to reinforce what they had learned on good nutrition.

According to Ayam Brand™ Borneo Manager, Mr. Tan Yann Yu, the CSR campaign which is now in its twelfth year has contributed 1.76 million healthy meals for charity, providing nutritious food to more than 20,000 people from 482 charity homes and NGOs.

Ayam Brand™ is taking the campaign online and amplifying it via social media through activations such as the Show Us Your Healthy Plate contest, as well as sharing the live updates of the event.

The four charity homes received two months’ supply of Ayam Brand™ products equivalent to 47,340 healthy meals for the total of 263 residents at these homes.

The winning team for the Ayam Brand Suku-Suku Separuh Healthy Festival 2019 in Sarawak was Rumah Kanak-Kanak Toh Puan Hajah Norkiah Kuching.

The team received a trophy and certificates from Ayam Brand for their Malaysian Healthy Plate of fried rice, tuna cupcake and baked beans and corn salad.

Cyril Dason

Cyril Dason was born and currently lives in Kuching. He loves jungle trekking, clean rivers and chilling out with friends.

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