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buyers. AJ Food has also penetrated the international market, with its products currently sold in Dubai, Ireland and Singapore. 5All the quotation has been rephrased and words in brackets are those of the authors to make the meanings clearer.
40 AJ Food Industries now owns two factories which are located at Klang and Gombak. The Klang factory is the present factory producing all the company’s products whereas the new factory in Gombak will only be producing mayonnaise. These two factories have got GMP certification which the company obtained in January 2009 from the Ministry of Health. AJ Food is among the first Bumiputra companies in Selangor that obtained GMP. All of JASMA products are manufactured using quality ingredients and the latest technology, making them convenient, versatile and healthy to consume. They come in diverse packaging, in easy-to-use squeezer bottles, and economical refill packs of various sizes. All of their products have been endorsed with the HALAL certification except for the new products, pasta sauce and barbeque sauce which are in the process of being registered with Jabatan Kemajuan Islam (JAKIM). Their products’ tagline is ‘Simply Delicious’, meaning their range of delicious products is suitable for both Western and Asian food lovers anytime and anywhere. The company’s financial position has been improving from operating at a loss in the early years to gaining profit in 2008, all attributable to their growth in sales. The company managed to reduce their losses from RM100,000 to RM30,000 and eventually gain some profit in 2008. Initial sales of RM100,000 increased to RM1.2 million in 2008. The company targeted sales of RM1.5 million in 2009 due to their improvement in marketing. According to the company director, even though their sales increased, their cost of production had also increased due to rising prices in the raw materials and packaging materials. The early years: Being a pioneer HALAL mayonnaise producer, coming up with a successful product of R&D and market survey, competing with existing brands AJ Food Industries (M) Sdn. Bhd. was set up on September 5, 1998 by Encik Ainual Azhar bin Haji Jasmi and his elder sister, Puan Juriah bt Haji Jasmi, who decided to venture into the mayonnaise business and came out with the brand name ‘JASMA’ which is a combination of their parents’ names, Jasmi and Asma. The company name, ‘AJ’, represents the two owners’ names, Ainual and Juriah. Encik Ainual who graduated from Universiti Putra Malaysia (UPM) with a Diploma in Agriculture and a Bachelor in Food Technology has ten years of experience as a food technologist working in several food specialties companies. On the other hand, Puan
41 Juriah has twenty years of experience in the insurance industry with a Certificate in Insurance from Institut Teknologi MARA (ITM). She is also a chartered insurer with qualifications from UK. AJ Food was formed because of the evolution of the local taste due to the influence of an international variety of flavours. Thus, the company produces new flavours of their own to cater