Our Story

We provide Halal poultry products from our Halal-Certified poultry processing plant, ensuring consumers have access to high-quality poultry products.

We take feedback seriously from our customers for enhancements of our services and products.

We provide farm-to-kitchen and home delivery of fresh chicken products, providing a range that is natural, safe, nutritious and fresh for you and your family.

We continuously strive for excellence to better serve our customers.

We emphasise making our processes and procedures efficient in order to build trust with our customers.

Key Milestones

1979
Our Founders, Dato’ Ding Chong Chow & Ding Choon Yung, started their journey in the trading and farming of live chickens in Sitiawan, Perak under their personal capacity.
1986
Ding Brothers Enterprise (“DBE”) was officially established as a sole proprietorship by our Founders to undertake the business activities of trading and farming of live chickens. DBE began its broiler farming operations in Sitiawan, Perak.
1991
DBE began its breeder farming and hatchery operations in Sitiawan, Perak.
1994
DBE started its own poultry processing plant in Ipoh, Perak.
1995
DBE Poultry Sdn Bhd was formed to undertake all business activities from Ding Brothers Enterprise.
2000
Various companies were formed to undertake the respective business activity within the DBE Group such as breeder farming, hatchery, broiler farming, poultry processing plant as well as retailing, trading and wholesaling of our poultry products.
2002
Our feedmill plant began its operations in Lumut Port Industrial Area, Sitiawan, Perak. Started our modern and high-technology closed-house broiler farming in our broiler farms.
2004
DBE Gurney Resources Berhad, the holding company of all subsidiaries within the DBE Group, was successfully quoted and listed on the Kuala Lumpur Stock Exchange (now known as Bursa Malaysia Securities Berhad), demonstrating a quantum leap in growth since its founding. Upon listing, all business activities were consolidated under one single entity, DBE Poultry Sdn. Bhd.
2005
State-of-the-Art poultry processing plant began its operations in Lumut Port Industrial Area in Sitiawan, Perak after relocating its poultry processing plant from Ipoh, Perak.
2016
Ventured into downstream business activities such as quick service restaurants, food trucks and kiosks. Began our valued-added poultry processing in products such as marinated, batter and breaded poultry products.
2020
Management buyout of DBE Poultry Sdn Bhd led by Dato’ Alex Ding from Lagenda Properties Berhad (formerly known as DBE Gurney Resources Berhad). DBE Poultry Sdn Bhd was later renamed to HARUMi Brands Sdn Bhd in conjunction with a streamlining and restructuring exercise by discontinuing its breeder farming, hatchery and broiler farming operations to focus fully on its feedmill and poultry processing businesses.
2021
Began our home-based agency business, HomeNiaga by HARUMi.
2022
Began our e-commerce operation, HARUMi Kitchen.

Vision/Mission

To be Malaysia’s Top 500 listed company by market capitalisation that consistently provides safe, affordable and convenient chicken products to every family.

Core Values

Customer Centric

Focus and dedicated to produce products that meet our customers’ demand while upholding the highest standards of ethics and quality, including animal welfare.

Results Driven

Collaborative work environment to drive our growth and consistently maximize results.

Innovative Mindset

We are dedicated to continuously seeking innovative ideas and simplifying complex challenges to stay ahead in the market.

Vision/Mission

To be Malaysia’s Top 500 listed company by market capitalisation that consistently provides safe, affordable and convenient chicken products to every family.

Core Values

Customer Centric

Focus and dedicated to produce products that meet our customers’ demand while upholding the highest standards of ethics and quality, including animal welfare.

Results Driven

Collaborative work environment to drive our growth and consistently maximize results.

Innovative Mindset

We are dedicated to continuously seeking innovative ideas and simplifying complex challenges to stay ahead in the market.

Our Team

Mr Name 1

Director

Mr Name 1

Director

Mr Name 1

Director

Mr Name 1

Director

Mr Name 1

Director

Mr Name 1

Director

Our Products & Services

01

HARUMi Halal Chicken

We believe that healthy chickens kept in a clean environment and fed nutritious food will produce high quality and nutritious chicken meat for our consumers. Our poultry processing plant is located in Sitiawan, Perak.

02

HARUMi Poultry Feed

As one of the best partners for poultry farmers, we ensure that the feed produced uses a specific formula to meet the nutritional needs for each chicken in each stage of the broiler rearing process. Our feedmill manufactures only poultry feed and this eliminates any cross- contamination possibility risks associated with multiple ingredients being processed in the
same facility.

03

HARUMi Food & Beverage

Our F&B division comprises quick service restaurants, food trucks and kiosks. We are in the midst of expanding our quick service restaurant chain via franchising as well as food trucks and kiosks businesses via licensing.

Our HARUMi Crispy Chicken restaurant is located in Seri Manjung, Sitiawan. Customers can taste the uniqueness of our delicious, halal products through HARUMi Crispy Chicken.

04

HARUMi Agency & E-Commerce

HARUMi Brands has produced many entrepreneurial opportunities with our HomeNiaga by HARUMi program, spreading via home-based agents throughout Malaysia, this allows our agents the opportunity to earn from the comfort of their own homes, based on attractive low-capital and high-income schemes.

HARUMi Kitchen is a door-step delivery online platform for end-consumers to experience a time-saving, convenient and unique online shopping experience whereby they can purchase a variety of high-quality poultry, beef, seafood and kitchenware products via a click of button for an enhanced cooking experience.

Get In Touch With Us

Message us today and we’ll set you up with chickens to meet your needs!

Our Certifications

Contact Us

Tel : 05-6922822
Customer : cs@harumibrands.com
Career : hr@harumibrands.com

For general inquiries or more info on our products.

Copyright © 2023. HARUMi Brands Sdn. Bhd, All Rights Reserved.

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