IT is estimated that up to 5.6 million school-going children in Malaysia face the double burden of malnutrition*, says Ayam Brand, the “131-year old Malayan heritage brand famed for its wide range of quality, preservative-free, no added monosodium glutamate (MSG), healthy, convenient and Halal-certified canned food”.
The company adds that the double burden of malnutrition is defined as the coexistence of both undernutrition and overnutrition in the same population across the life course**. “In short, malnourished children run the risk of becoming obese adults.”
“Worryingly, vision issues are also on the rise among Malaysian children with myopia prevalence among children at age seven at 9.8%, rising to 34.4% at the age of 15***. While some eye problems are inevitable for various reasons, others can be attributed to a lack of proper care.”
To assist with these issues, Ayam Brand yesterday held its “Community Care Campaign 2023”. Themed #AyamBersamaMu with the concept of “Tambah Sihat Bersama Ayam Brand”, it is expected to reach out to 1,065 children from 25 non-governmental organisations across six states, to provide a two-months’ supply or approximately 35,028 healthy meals.
Going beyond the contribution of its products, Ayam Brand is collaborating with the KPJ Healthcare Group, which will be running nutrition workshops to educate those children on healthier dietary choices, following the 3S (“Suku-suku Separuh”) Malaysian Healthy Plate concept.
To address vision issues among these children Ayam Brand is also working with Focus Point Vision Care Group Sdn Bhd to provide free eye health screening and prescription glasses to children from those homes who require them.
Ayam Brand says each of its participating home products are high in protein, calcium, Omega-3 and fibre including its Ayam Brand Tuna Mayonnaise, Baked Beans in Tomato Sauce and Soya Flakes Spread.
All Ayam Brand products are on the JAKIM (Jabatan Kemajuan Islam Malaysia) whitelist of Trusted Halal Food Brand.
“The risk of double malnutrition and myopia among Malaysian children requires action from all parties who can assist including organisations such as Ayam Brand. This is why we stepped up to help. Ideally all children should have good nutrition from birth,” says A. Clouet (Malaysia) Sdn Bhd marketing manager Teoh Wei Ling.
“Ayam Brand has a long history of contributing our healthy and nutritious products to communities, and we are continuing in that commitment. However, we believe that while providing our products is an immediate solution, over the long term, educating children on making healthier food choices is the key.”
She adds that Ayam Brand fish products are high in protein, calcium, Omega-3 and DHA, among other vitamins and minerals that children need for good health, including eye health.
“Studies conducted by Universiti Sains Malaysia (USM) found that Ayam Brand Sardines in Tomato Sauce was shown to have 7.1 times more Omega-3 compared to home-cooked locally caught fresh sardines, and Ayam Brand Mackerel in Tomato Sauce contains a whopping 7.6 times more Omega-3 compared to an equivalent serving of home-cooked locally caught mackerel.”
Teoh also adds that the Ayam Brand Community Care campaign which is now in its 16th year has contributed more than 2.1 million healthy meals for charity, providing nutritious food to more than 27,293 people from 610 charity homes and NGOs”.
At workshops held in each state, children learned about making healthier dietary choices from experienced dietitians including through informative and engaging sessions, including with KPJ Tawakkal Kuala Lumpur Specialist Hospital’s Nabihah Hannan Razaleigh.
She shared about the Malaysian Healthy Plate, with an introduction to the importance of Omega-3 for children’s eye health.
Next, each child put their new knowledge into practice by preparing themselves a healthy snack following the Suku-suku Separuh concept, guided by the KPJ and Ayam Brand team.
“Proper nutrition is important for children’s overall well-being, especially the consumption of protein for growth and development. One of those good protein sources is from fatty fish like tuna, saba, sardine, and mackerel, with good sources of Omega-3, which is vital for children’s brain development and eye health.
“Since our body cannot produce Omega-3 on its own, we need to obtain it from the foods we eat. One should consider consuming at least 2 servings of fatty fish weekly.”
The children also participated in memory matching and ball toss games, which allowed them to practise their visual recall and hand-eye coordination to reinforce what they had learned at the workshop. Members of the winning team each received a medal, while all participants received gift bags.
The team from Focus Point was on-site to provide eye health checks to all children. Those who require them will receive their prescription spectacles soon after.
Representatives from the charity homes expressed their gratitude for Ayam Brand’s continued support, and for the transformative impact it will have on the lives of the children.
Rumah Kasih Harmoni Paya Jaras supervisor Jamaluddin Wahab said the home always look forward to the Ayam Brand Community Care campaign.
“Ayam Brand products are delicious, nutritious, and a nice change from our usual meals and we are grateful for this support. We also look forward to the program itself because it is fun, educational, informative and fires up the children’s interest and passion for being healthy and eating well.
“The addition of prescription spectacles is very welcome, as some of the kids have myopia but glasses are expensive. This contribution will help them see a better future!”
For more information about the #AyamBersamaMu community care campaign, visit https://www.ayambrand.com.my or https://www.facebook.com/ayambrandmalaysia .
* The 2022-2030 National Strategic Plan to Combat the Double Burden of Malnutrition Among Children in Malaysia.
** https://openknowledge.worldbank.org/entities/publication/01ea4a07-39f9-55c6-a16b-298f6a77d869
*** Myopia: Is it a problem? And how to control progressions: Malaysian Society of Opthalmology, MSO Express Issue 12, November 2019.
