Malaysia’s Huat Lai Resources Berhad has recently launched Little Farmer (Farm Goodness by Huat Lai), a new consumer-facing brand offering a range of frozen poultry products that includes Shiok Mamak Drumettes, Chicken Drumettes, Japanese Crispy Chicken Bites, Tempura Nuggets and Tempura Nuggets Smokey Cheese.
The company is best known as one of Malaysia’s major integrated poultry and egg producers and is the largest supplier of Certified Humane® cage-free eggs in Malaysia, as well as a pioneer of cage-free egg farming in Southeast Asia.
Under the Little Farmer banner, Huat Lai is leveraging its farming heritage and animal welfare credentials to build a broader consumer proposition centred on quality poultry products. The brand’s “Farm Goodness by Huat Lai” positioning and “Nenek Approved” messaging help communicate familiarity, home-style taste and trustworthiness to consumers.
