KUALA TERENGANU: Sarawak has mee kolok, Johor is famous for its traditional laksa, while Penang has pasembor.
Likewise, traditional nasi dagang and keropok lekor are synonymous with Terengganu.
Following their successful marketing in the United Kingdom, both dishes are preparing for a trip Down Under to tantalise taste buds in Australia.
Menteri Besar Datuk Seri Ahmad Razif Abdul Rahman said that efforts are underway to promote nasi dagang and keropok lekor in frozen forms in Melbourne and Perth, Australia.
State owned T-Kitchen, a subsidiary of Terengganu Incorporated Sdn Bhd (TI), has begun distributing the frozen packs to Australia.
“Following our successful distribution in London and Europe via TI’s fast-food chain Chicken Cottage restaurant, we are now working with popular fast-food packer Brahim’s to further push T-Kitchen’s products globally.
“We hope to penetrate the international market further towards the middle of next year, as our products are halal,” said Razif, who visited Australia recently.
T-Kitchen signed a memorandum of understanding with a distributor in Perth and expects to sell 1,000 frozen nasi dagang packs a month there.
The target is 30,000 packs throughout Australia, once T-Kitchen’s factory in Chendering, Kuala Terengganu, is upgraded to meet the rising demand for their nasi dagang.
Like the United Kingdom, Australia has a large Malaysian student population, along with businessmen, workers and Malaysian-born residents.
Meanwhile, Terengganu Tourism director Tun Ahmad Faisal Tun Razak said they will engage Malaysian undergraduates overseas to help market frozen nasi dagang and keropok lekor.
“The students can become our marketing ambassadors by promoting Terengganu’s and Malaysia’s tourism products and attractions.
“For instance, just by mentioning Terengganu, many will instantly relate it to nasi dagang and keropok lekor,” said Faisal, alluding to the ‘Visit Beautiful Terengganu 2017’ campaign.
He added that T-Kitchen is embarking on making the frozen food packaging more attractive, to boost sales.
“We not only want the packed food to look delicious, but they must retain their quality and originality.
“Besides, the frozen food must be able to be kept in the refrigerator for a long period.
“We are also experimenting with other Terengganu traditional dishes for export in the near future,” added Faisal.