Challenges

Defamation about Ramly Halal Status

1.1 Issues: The pig DNA issue in Ramly Burger

The Pig DNA issue in Ramli Burger has been sparked at some point in time. It follows
a blog featuring a copy of the letter from the Kedah State Health Department claiming
that the department concerned for the Yan District had discovered a pork DNA from a
sample Ramly Burger product sample there.

This matter has been denied hard by Dato 'Ramly bin Mokni, Managing Director of
Ramli Group of Companies who produced and marketed the product. In an open letter
dated 1 December 2011, he claimed that it was a slander to sabotage their company
100% owned by his Muslim family with 1,000 employees, all of whom are also
Muslims. He added that as a Muslim group, they were very concerned about halal and
had halal departments and committees to ensure the status of halal products.
He claimed that there was a paper pack which was not owned by Ramly was found to
be used and a police complaint was made on this matter.

A premise examination was conducted by Kulim District Health Department, Kedah

which confirmed that no Pig DNA was found.
He advised the public to contact the JAKIM for further clarification (if any).

In this regard, we recognize the importance of monitoring the halal status made by the
government, but it should not be made in a hurry and reported by a district-level office
and an agency that does not apply. Any announcement should be made by a
competent authority such as JAKIM center or state with strict procedures to avoid any
confusion, defamation or sabotage.

We must note that since recently many Malay / Muslim companies have been
targeted by unidentified people via the internet. This includes the case of Gardenia
bread, KFC, Sarawak Pie Cake and now Ramly Burger, all of which are owned or
controlled by Malay / Muslim entrepreneurs. We do not know who started this
defamation and what their purpose was. But as an Islamic community, despite being
concerned with halal matters, it is important to be careful not to be easily used by
others to defame and overthrow Islamic companies.
Statement from Ramly regarding defamation about the burger that contain Pig DNA
2 . Issue: Practise traditional and manually food technology

Datuk Ramly Mokni started out making burgers from a mobile kiosk
in a small lane in the heart of Kuala Lumpur. In the 34 years since, Ramly has built a
food empire that boasts annual sales of RM1 billion, churning out around 150 metric
tonnes of meat, chicken and seafood-based products a day. The Ramly burger itself
has become synonymous with late-night snacking amongst Malaysians; the
combination of beef or chicken patty, margarine, onions, eggs, Worcestershire sauce
and Maggi seasoning packed between two buns are a foodie’s best friend, some
ordering two at one go from the ubiquitous Ramly burger carts all across the nation.

Originally from Tanjung Piandang, Perak and was raised in Selangor. His father was a
rice farmer and mother a housewife. Has 16 brothers and sisters from one father and
two mothers. His business has been established for over 30 years. In 1978, the issue
of what was halal [lawful under Islamic regulations] and haram [unlawful under Islamic
regulations] was the main topic during that time, as most beef burgers were imported
and consumers were not confident in its halal status.
 It was during this time that he had the idea to process burger
meat at home. He saw an opportunity and the potential for food-based products to be
commercialised and marketed by bumiputeras [Malays]. That was the beginning of
my interest in the world of entrepreneurship.He and his wife started the business with
just a deposit of RM2,000 at the Jalan Haji Hussein flats in Kampung Baru, Kuala
Lumpur and did not have any machines or equipment to make beef burgers then. So
the patties that were produced were done manually with a machine managed to churn
out around 200 patties a day.

In the beginning, the burgers received a low response because it was

considered a Western-type food product and was new in Malaysia. At the same time,
he opened burger stalls in Kampung Baru, Jalan Haji Hussein, Jalan Chow Kit, Jalan
Tunku Abdul Rahman, Jalan Raja Laut and places nearby to introduce Ramly burger
as an alternative that tasted quite different from imported burgers; it was more in line
with local palates. It was here that the cooked burgers and even the raw patties were
meeting market demand.They were making around 2,000 to 3,000 burgers per day.
3.Issues: Difficulties in expanding Ramly product into the food market

Before Ramly become successful ,Ramly faced many obstacle one of it

was in promoting their product in other country. Ramly frozen food product was only
considered as a waste in Singapore. Eventhough, Burger Ramly is very popular in
Malaysia, Burger Ramly is a food icon that we know easily available in the night
market or in kiosk kiosks at night but unfortunately in Singapore only known as food
wrappers.

This is because the Singapore government has banned Ramly Burger

meat and chicken there for a long time. On the other hand, there are meat with brands
such as Tasty, Sultan Burger and Armiya, all made in Singapore. Founder of Burger
Ramly created his burger recipe in 1979. Five years after launch, Ramly burger can
be found everywhere in Malaysia including Singapore, Thailand to Philippines and
Indonesia. But only wrapping paper, mayonnaise, and frozen foods such as marketed
squid balls in Singapore
Corrective Action

2.1 Ensuring & maintaining the Halal quality standards from Jakim
 The concept of halal came from the verse Quaran al-Baqarah: 168 “Oh
Mankind! Eat from the earth which is halal and tayyib and follow not the footsteps of
the devil. Lo! He is an open enemy for you”. The Ramly halal concept serves as a
guideline for Muslims in all aspects of consumerism and consumption of products and
services (Burhan, 2000). Bound by the Islamic dietary laws, Muslims would check and
judge the permissibility and prohibitive nature of all foods and drinks before
consumption to prevent them from consuming forbidden and doubtful products
(Mohamed, 2001). Muslims derive good and halal food in many ways. Ahmad (2005)
defined halal as “halal is not only in terms of religion but it is also about cleanliness
and purity.” Commercial halal food stall owners view cleanliness of the food premises
and food purchased from reputable halal butchers as key elements of halal food
(Husna, 2007).

Food manufacturer, Datuk Ramly Mokti, well known as the king of

frozen food considers halal as no animal part or alcohol used in the production (Fariza,
2007). Jamil, Associate Professor of Universiti Putra Malaysia (UPM)’s halal product
research institute defines halal as food that fulfills the religious requirements and the
scientific and hygienic” (Zulkifli, 2007). Nordin (2007) gathered 263 members from
consumer associations . in major states in Malaysia, 221 members refer to halal food
as food not “haram”, clean and pure from “najis”, not using equipment that ever
produced haram food, and halal food ingredients must not be mixed or even come
into contact with haram materials (Nordin, 2007). Wahab, a commpercial food caterer
states that he takes into consideration factors of food safety and hygiene (Ahmad,
2004). Mohammed representing the Muslim traders and consumers viewed halal as
ingredients and additives such as emulsifiers and flavorings to be free of pork and
alcohol (Haj, 1998). Yaakob Che Man, the food operator stated halal as “food
ingredients free of lard and pork”.
 The general opinions from professionals on halal food place great
emphasize on cleanliness, purity, safety and in harmony with religious requirements.

Halal is a description of things or actions permitted by Shariah law without punishment

imposed on the doer.

Ramly practise the Halal food concept accordingly to the Shariah law and fulfils the
following conditions:

1. Does not contain any parts or products of animals that are non-halal to Muslims
or products of animals which are not slaughtered according to Shariah law

2. Does not contain any ingredients that are najis according to Shariah law

3. Safe and not harmful

4. Has not been prepared, processed or manufactured using equipment that is

contaminated with things that are najis according to Shariah law

5. The food or its ingredients do not contain any human parts or its derivatives that
are not permitted by Shariah law

6. During its preparation, processing, packaging, storage or transportation, the food

is physically separated from any other food that does not meet the requirements
stated above, or any other things that have been decreed as najis by Shariah law.
(p. 2)
Step taken on how to register/ obtain the Halal Certification from Jakim
Example of Ramly Halal certification from Jakim
2.1 Continuous improvement in the Ramly Technology
Burger Ramly is Ramly bin Mokni's bumiputera product which has become one of the
fastest food in Malaysia. Burger Ramly is more accessible to street foodstuffs and
restaurants. Then, Burger Ramly has spread to Singapore and is a popular fast food
among Singaporeans. Ramly Food Processsing is a well-known bumiputera industry
in the manufacturing industry of beef-based, chicken and marine branded products,
Burger, nuget, frankfurter and drummers among the most popular products.

Founded in 1984 by Tuan Haji Ramly b. Mokni and Mrs. Hajjah

Shala Siah Bt. Abdul Manap from the idea and pure desire to produce halal, clean and
quality products. Currently, the company has 2 processing plants at Bandar Tun
Razak Industrial Estate, Cheras and IKS Industrial Park, Mukim of Batu, Kuala
Lumpur by offering job opportunities from management, production to product
marketing. Ramly branded products are now very promising in the Malaysian market
and will be international

Establishment of Microbiology Lab conducted by Ramly, to control

product quality. The purpose of setting up this lab is to keep the product in a pure
(from raw material selection to finished product) and safe to eat. In addition, this lab
works as a research and product development site. Ramly's Microbiological
Laboratory is complete with high-tech equipment. A research and product research
study is conducted by Ramly, for the purpose of freshness, deliciousness and quality
of its products. Interesting packaging methods are also studied in making sure the
product looks attractive and enjoyable. Implementation of technological expertise by
Ramly, is to ensure that the production of meat and marine products can meet Ramly
consumers and consumers. The technology expertise used also ensures productivity.
To cook the Ramly burgers, it is not so difficult, but only a pan or a flat plate, a burger
of meat, a kitchen, a cooking gas, a burger and a burger. For a casserole or its
contents is cucumber and cabbage.

For its taste, it is commonly used is Worcester sauce (wu-ches-ter) or

also known as burger ketchup among Malaysians. In addition, mayonnaise, tomato
sauce, chilli sauce or barbecue sauce. To increase Ramly's burger, science and
technology have been brought into this field. This method has transformed Ramly's
process of making burgers from traditional manufacturing methods, using innovative
machines. Using this innovative machine, the manpower needed to make the Ramly
burgers has been reduced compared to traditional ways. Not only that, the burden of
Ramly's burger can be reduced and its quantity can be increased effectively.

3.1 Map location for Ramly factory in Batu cave, Selangor

The Ramly Quality Improvement concept

Halal concept
In line with the halal concept being emphasized, Ramly's parent company set up a
Halal & Islamic Affairs Department headed by a shariah-compliant staff to ensure the
production process according to the standard manual of the Malaysian Islamic
Development Department (Jakim) through the Halal Certification Certificate every two
years.

Innovation and Production

In fact, he said, the parent company also set up a new research and development (R
& D) lab to study and innovate existing products and produce new products. In this
laboratory, existing products will be studied in terms of ingredients and processes in
order to produce high quality products at a minimum cost, in addition to producing
nutritious new products at competitive prices. Interesting packaging methods are also
studied in making sure the product looks attractive and enjoyable.

Quality
Food safety and quality control systems are also emphasized and microbiological
laboratories are set up to ensure that their products meet the food safety criteria
outlined in accordance with the recognition received from the Malaysian Veterinary
Services Department (JPV) through the Food Security Program Certificate regarding
location and method of meat supply obtained and ensured the animals slaughtered
according to Islamic law. Additionally, meat supplies are obtained from suppliers who
have obtained Jakim approval and quality assurance by JPV.

Company slogan With the slogan 'Make sure to buy new Ramly', he holds the
Halal, Clean and Quality principles for every product manufactured, both in terms of
products, business premises, equipment, financial resources, logistics and storage.

3. Expanding Ramly product into the food market

1. Marketing Ramly Mokni Sdn Bhd

Currently, Ramly products are marketed through more than 120 registered
wholesalers under the subsidiary of Ramly Mokni Holding Berhad, Ramly Mokni. This
marketing company is headquartered in Tun Razak Village, Cheras, Kuala Lumpur.
Marketing Ramly Mokni Sdn Bhd is responsible for offering sales, marketing and after
sales services to customers. In order to ensure the distribution and delivery of
products is guaranteed by its quality and freshness, refrigerated container vehicles
are used.

2. Ramly Supermarket Sendirian Berhad

Another subsidiary of Ramly, which has the objective of ensuring its products are
readily available, have been established in Lorong Raja Bot (Off Jalan Raja Alang) in
Kuala Lumpur. The subsidiary is known as Ramly Supermarket Sendirian Berhad,
and it operates 24 hours. Opening of this subsidiary to ensure wholesale and retail
services can be carried out between RAMLY with hawkers and the public.

3. Ramly Halal Mart Sdn Bhd and Ramly Halal Kiosk Sdn Bhd
According to him, his company was set up to ensure that Ramly products were easy
to obtain, while two other subsidiaries, Ramly Halal Mart Sdn Bhd and Ramly Halal
Kiosk Sdn Bhd were responsible for offering freezing sales through mini-markets and
cooking sales through cafes or kiosks to buyers

4. Selling Varieties of Ramly product not only burger patties

The company is currently working on nugget processing, hotdogs, meatballs, chili
sauce and so on. Of course, his efforts and his determination as successful Malay
teens are the inspiration for others to advance themselves.

The company is also planning to expand its branch network through the 'Ramly Halal
Mart' brand to 450 outlets compared to 37 currently by 2020.

\With the opening of a factory capable of producing up to 15 tons of burger and

various frozen products per hour, it will put the company on par with the fast food
chain oversea

5.Ramly Halal Mart Membership Card

The consumer are encourage to register as a Ramly card membership because its
for free and one of the benefits are the only card membership will be able to get
discount for purchase of RAMLY products.