SHAH ALAM: Supermarket chain Jaya Grocer has partnered with the Domestic Trade and Cost of Living Ministry to launch a campaign aimed at getting more home-grown products into everyday shopping baskets.
The Jom Beli Produk Malaysia initiative was launched at Jaya Grocer’s Eco Ardence branch in Setia Alam, earlier today.
Datuk Rohaizi Bahari, secretary of distribution trade and business at the ministry, said the drive was designed to support domestic producers and bolster the country’s economy.
“Every purchase of a Malaysian-made product represents an opportunity to support our local producers, entrepreneurs, and workers, while strengthening the country’s domestic trade ecosystem,” Rohaizi said after opening the event.
“Retailers play an important role in bringing local brands closer to consumers, and we appreciate Jaya Grocer’s commitment to providing greater visibility and opportunities for Malaysian brands to connect with shoppers.”
Rohaizi was joined at the launch by senior ministry officials and Jaya Grocer chief executive officer, Daniel Teng.
As the retail partner, Jaya Grocer is supporting the campaign with dedicated shelf space, in-store displays and interactive experiences designed to highlight domestic goods.
Teng said the supermarket chain wanted to make discovering local brands a seamless part of the everyday routine.
“As a Malaysian grocer, we see everyday grocery shopping as an opportunity to introduce our members to the diversity of local products available to them,’ Teng said.
“Through our collaboration with the ministry, we want to make discovering Malaysian brands a more engaging part of the shopping experience, while creating more opportunities for local businesses to connect with consumers.”
Eight local brands are taking part in this year’s campaign: NutriPlus, Nuuna, Grab Signatures, Oriental Kopi, Riinse, Premier, Clenara and Zen Garden.
The launch also introduced a promotional fleet of Grab Bikes, which will carry campaign branding to increase public visibility.
The initiative follows a series of preliminary events held earlier this month. Around 1,200 children and families took part in a ‘Kids Treasure Hunt’ across selected Jaya Grocer stores on Sept 12 and 13, followed by a brand-recognition contest for loyalty scheme members on Sept 26 and 27.
