Assari Enterprise started off as a family business over half a century ago in the 1950’s by an entrepreneurial Taiping woman with a dream to share a traditional recipe handed down over generations. The first product is a prawn-based cracker, created with the freshest prawns, blended and steamed to infuse the right balance of spices, and deep-fried into light, satisfying crunches.
The family business grew up alongside Malaysia since its independence, and has flourished into a sustainable business. After being handed down over several generations, Assari Enterprise entered a new era of modernization in 2008 and has adopted new manufacturing technologies to manufacture its signature prawn crackers and other tidbits with international quality standards.
Under the leadership of Managing Director, Mr Chuah Hock Guan, Assari Enterprise is now exporting its products into China and has plans to expand to other global markets. The company monitors and controls the sourcing of raw ingredients, production and sales processes to guarantee its customers the best possible quality in accordance with global food safety standards.
In addition to prawn crackers, Assari Enterprise is also diversifying its products to include banana crackers, sweet potato crackers and other traditional Malaysian tidbits. All products are certified Halal by Malaysia’s JAKIM (Department of Islamic Development Malaysia) and received the MeSTI Certification from Malaysia’s Ministry of Health. The company is also practicing HACCP compliance in their daily production routine.
