EAGER beaver Zaliha Hassan was 25 when she started working as a reporter based in Miri.
“I wanted to really get out into the field,” she said, recalling how a hectic newsroom only served to fuel her passion.
But there was always something gnawing at her, a wanting to try her hand at something even more challenging.
“So after years of working as a journalist, I decided to take a leap of faith and venture into the shrimp paste industry,” she said at the Kuala Batu 1 Kuala Baram Fish Market recently.
Zaliha, now 56, said she decided to bring the curtains down on her media career in the year 2010 on the account of her unbridled passion for shrimp paste and cencaluk making.
“I saw an opportunity to explore a new avenue of entrepreneurship,” she added.
Zaliha learned the art of making shrimp paste and fermented shrimps (cencaluk) from her mother, the skill having been passed down through generations in the family.
“And my background in journalism equipped me with the skills to effectively communicate the story behind my products and connect with consumers on a deeper level,” she said, bemused by how her media skills came in handy.
“I am proud to bring a unique and authentic taste of the sea to the market and look forward to continuing to innovate and grow in this industry,” said Zaliha.
She said the biggest advantage she had in striking out on her own was having control over her agenda.
As she embarked on her journey of shrimp paste making and selling, she encountered myriad challenges that tested her determination and resilience.
From sourcing high-quality ingredients to perfecting the intricate process of fermentation, she faced numerous obstacles that required her to think outside the box and innovate.
But despite the setbacks and hurdles along the way, she remained undeterred and approached each challenge professionally, much like how she would never give up when chasing a story.
This unwavering dedication coupled with hard work saw her eventually establishing a successful business in the competitive shrimp paste market.
“Since I did not have to focus on society’s obsession for updates on the daily news scene I let my new ‘story’ build bit by bit.
“I could concentrate and look for new ways to promote my product, all of my attention and ambition dedicated to making business flourish.”
Zaliha said her foray into the industry eventually began paying off, convincing her that she had made the right move.
Given a growing consumer interest for spicy food and complex tastes, she fitted shrimp paste making right into the vaccum left by her saying farewell to journalism.
“Now I have settled into the life of a shrimp paste entrepreneur full-time and I am happy to say that I have never looked back,” she said.
“I have gained new perspectives of what can be achieved by hard work and determination although I know there will be obstacles from time to time.
“That being said, the future is promising and I’m excited about the direction I am heading in the business.”
Shrimp paste, as the name suggests, is a paste made from fermented ground shrimp and salt.
It is then sun-dried for several days.
It may be a slow and labour-intensive production process but has attracted a fair share of new entrepreneurs, like Zaliha, to enter the market.
“It all started back in 2010 when I was working with a local newspaper company in Labuan where I learned a lot of new things about shrimp paste, such as the traditional ingredients for making shrimp paste, the different types of shrimp paste commonly found in the market, the taste and quality of good shrimp paste, and the market potential and prospects for shrimp paste,” she said.
The secret is in giving meticulous attention to detail and adhering to traditional techniques.
And through trial and error, she learned to tweak the fermentation process to achieve the perfect balance of flavour and consistency, with additional input coming from her mother on refining her recipe and achieving a high-quality product.
“I now have customers from as far as from Singapore, West Malaysia and Brunei Darussalam coming here or sending me messages to purchase my shrimp paste and cencaluk,” she said.
She has also embraced technology to market her shrimp paste products, utilising online platforms and social media to reach a wider audience.
By leveraging digital marketing strategies, Zaliha has been able to showcase the quality and uniqueness of her products to the wider market.
Her commitment to adapting to the latest technological trends in marketing has allowed her to stay ahead of the competition and establish a strong brand presence in the market.
Through engaging content, she has also effectively communicated the benefits of her shrimp paste products to consumers, resulting in increased sales and brand awareness.
The resulting effect? Her business continues to grow and thrive in markets beyond her initial reach.
