KUALA LUMPUR, 8 June 2026 (The Capital Post) – Jati, one of Malaysia’s leading rice brands, has expanded into the value-added agri-food segment with the launch of ‘Chom Chom’, the country’s first snack made from locally produced white rice.
According to information shared by Kementerian Pertanian dan Keterjaminan Makanan, the launch marks a significant step in transforming locally grown white rice into a modern, healthier snack product capable of competing in the open market.
The launch ceremony, held at Old Malaya in Kuala Lumpur, was graced by the presence of Her Royal Highness Che Puan Muda Zaheeda Mohamad Ariff, Raja Puan Muda of Kedah. Also in attendance was Ministry of Agriculture and Food Security Secretary-General Datuk Seri Isham Ishak.
A highlight of the event was a drone show that illuminated the Kuala Lumpur skyline with formations depicting the Chom Chom product, symbolising the official launch of the innovative snack.
In his speech, Isham said the introduction of Chom Chom demonstrates the continued growth of Malaysia’s agri-food sector through innovation and modernisation that aligns with evolving market demands. He noted that locally produced white rice has the potential to move beyond traditional consumption and be developed into products with broader commercial value.
He added that the success of Chom Chom supports four key national priorities: agri-food innovation, agricultural modernisation, value chain strengthening and the commercialisation of local produce. The initiative is also aligned with the ministry’s efforts to enhance food security while empowering stakeholders across the agricultural ecosystem, from farmers to entrepreneurs.
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Isham also encouraged local companies to invest in research and development (R&D) to drive the future of the agriculture sector through innovation, branding, value creation and market expansion.
Meanwhile, the Raja Puan Muda of Kedah expressed pride in seeing local agricultural products revitalised through creative, progressive and commercially viable approaches that can generate greater economic value for the industry.
The event also featured the official MAHA 2026 mascot, Che Yam, alongside promotional activities for the Malaysia Agriculture, Horticulture and Agrotourism Exhibition (MAHA) 2026, which will take place at MAEPS, Serdang, from 28 August to 6 September.
The information regarding the launch was shared by Kementerian Pertanian dan Keterjaminan Makanan. – The Capital Post.
