Jeenhuat Foodstuffs Industries Sdn Bhd, operating under the flagship brands JEENY’S and JEFI, is one of Malaysia’s leading food manufacturers and exporters, specializing in dried seafood, cooking pastes, ready-to-eat meals, and canned products. With over three decades of industry expertise, the company has built a reputation for innovation, halal-certified quality, and wide-ranging food solutions tailored for both domestic and international markets.
Brief History
Established in the late 1980s, Jeenhuat Foodstuffs Industries Sdn Bhd started as a dried seafood trading business. Over time, it expanded into manufacturing and value-added food processing. Strategically located in Simpang Ampat, Penang, the company capitalized on Malaysia’s rich access to marine resources and multicultural culinary influences to become a diversified food production enterprise. Today, it exports to over 30 countries and operates under various brand names, including JEENY’S, JEFI, VIGOR POWER, and NUKE.
Core Business
Jeenhuat’s core business revolves around manufacturing, packaging, and exporting halal-certified processed foods. It operates advanced processing lines for:
- Dried and Smoked Seafood
- Ethnic Cooking Pastes
- Ready-to-Eat (RTE) Convenience Foods
- Functional Beverages
- Canned Goods
The company supports both B2B and B2C distribution models and offers OEM/ODM services globally.
Product and Service Offerings
1. Dried & Salted Seafood
- Dried Shrimp (XL to SS)
- Dried Anchovy
- Dried Baby Shrimp
- Dried Squid
2. Smoked Seafood
- Smoked Dried Catfish Whole (Gutted)
- Smoked Giant Catfish Fillet
- Smoked Brushtooth Lizardfish
- Smoked Yellow Strip Trevally
- Smoked Black Fin Sea Catfish
3. Cooking Pastes & Sauces
- Rendang Minang Paste
- Indian Curry Paste
- Kuah Rojak Sauce
4. Ready-to-Eat Meals
- Halal Vegetarian Meals
- Instant Halal Meals
5. Beverages
- Energy & Vitaminised Drinks (e.g., Vigor Power)
- Tropical Fruit Juices
6. Canned Products
- Canned Fruits & Vegetables
- Coconut Milk
- Canned Mushrooms
These offerings address a wide spectrum of culinary and dietary needs across global cuisines.
Specialisation and Core USP
Jeenhuat’s specialization lies in its multi-ethnic recipe development and seafood processing technologies. It is one of the few Malaysian manufacturers to integrate:
- Traditional Malaysian spice blends into mass-produced cooking pastes
- Smoked seafood preserved with low moisture retention while maintaining flavor integrity
- Halal-certification across entire product lines, enabling global Muslim market access
Their R&D team also works closely with international partners to co-develop regionalized flavors.
Financials
While Jeenhuat remains privately held, third-party industry reports and customs data reveal:
- Estimated Annual Revenue: USD 8–10 million
- Growth Rate (YoY): Approx. 12% CAGR (based on trade activity)
- Export Share: Roughly 65% of total production
- OEM/ODM Contracts: Over 20 brands across Asia, Europe, and Africa
This financial traction reflects their adaptability in the evolving ethnic and convenience food segments.
Shipment Records
According to trade platforms like ImportYeti and Trademo:
- Top Export Destinations: Singapore, China, Brunei, United Kingdom, South Africa
- Shipment Volume: Over 300 export consignments per year
- Product Highlights: Dried shrimp, curry paste, RTE meals
- Container Sizes: From LCL (Less than Container Load) to full 40-ft containers for institutional buyers
The data validates Jeenhuat’s strong international market footprint.
Target Market
Jeenhuat targets:
- Ethnic grocery retailers and halal food distributors
- Importers in North America, Europe, Middle East, and ASEAN
- Foodservice providers and caterers needing bulk traditional pastes or RTE meals
- Beverage retailers for energy and functional drink lines
- Private label brands for canned seafood and sauces
Their halal certification and versatility make them highly competitive across multicultural markets.
Capabilities
- Modern Processing Plants: Includes seafood drying rooms, retort sterilization units, and sauce filling lines
- Production Capacity: Over 2,000 metric tons annually across product categories
- Private Label/OEM Facility: Offers full-cycle development from concept to packaging
- Cold Chain Export: Available for smoked and RTE items
- Custom Packaging Sizes: Retail (50g–500g) and HORECA (1kg–5kg)
Certifications and Compliance Records
Jeenhuat ensures the highest levels of food safety and international compliance:
- HALAL Certification (JAKIM)
- HACCP (Hazard Analysis and Critical Control Points)
- ISO 22000:2018 – Food Safety Management
- MESTI Certified by Malaysia Ministry of Health
- FDA Registration for U.S. Market
These accreditations underscore their commitment to global standards.
Customer Testimonials
“We source JEENY’S curry pastes for our restaurant chain in the UK. Authentic taste and consistent quality.” – Chef Partner, London
“Reliable halal-certified supplier. We’ve worked with them for our branded coconut milk under OEM.” – Distributor, UAE
Major Achievements
- Presence in over 30 international markets across 5 continents
- Launched over 100 product SKUs across brands and categories
- Won the Malaysian International Halal Showcase (MIHAS) Product Excellence Award
- Featured in SIAL and Anuga Trade Shows multiple times
- Gained preferred supplier status with major ethnic food importers globally
Jeenhuat Foodstuffs Industries Sdn Bhd stands at the forefront of Malaysia’s ethnic and halal food export industry, combining culinary authenticity with manufacturing precision to serve global food businesses.
