The Biru-Putih-Hati or Blue-White-Heart initiative is bringing together stakeholders across Malaysia’s food supply chain, uniting efforts from field to fork to create a sustainable model for agriculture and nutrition.
This groundbreaking initiative aims to enhance the nutritional quality of food while minimizing its environmental footprint, with positive effects on soil, animals, people, and the environment.
Launched in September 2024, the Biru-Putih-Hati is supported by Malaysian authorities and the international non-profit organization Bleu-Blanc-Coeur, which has championed healthy eating for over 25 years. It stands as Malaysia’s first sustainability-focused program dedicated to delivering healthier, affordable, and climate-friendly food options accessible to all Malaysians.
Impact on the poultry industry
Central to the initiative is the role of poultry in Malaysian diets. Poultry, being the main source of protein for the nation, serves as a key focus for creating healthier and more sustainable food options.
By incorporating flaxseed meal into poultry feed, the initiative not only increases omega-3 content but also reduces reliance on traditional feed ingredients like corn, soybean, and palm oil. This shift diversifies feed formulas, enhances nutritional profiles, and offers a sustainable edge for the poultry industry.
“Healthier diets start with healthier animal feed,” explained Lim Ban Keong, Group Managing Director of Rhone Ma Holdings Berhad, a stakeholder in the initiative to aviNews Asia.
“By optimizing nutrient balance and incorporating sustainable ingredients, we’re ensuring better outcomes for both consumers and the environment.”
Diverse product potential
Currently, the Biru-Putih-Hati program includes eggs and poultry meat, but plans are underway to expand its reach, added Danny Cheong, Techno-Commercial Manager of Rhone Ma.
“Dairy, bakery products, and processed meals are among the future targets, broadening the availability of sustainable options for Malaysian consumers. Products under the initiative are marked with the Biru-Putih-Hati logo, signifying adherence to strict nutritional and sustainability standards,” he said.
Affordability and accessibility
Accessibility is a key tenet of the initiative. “Our vision is for these products to be available in every store, not just for niche or high-income consumers, but for everyone,” emphasized Dr Lim.
Leveraging expertise from Bleu-Blanc-Coeur, the program aims to scale production and reduce costs, ensuring that sustainable, healthy food remains within reach of all Malaysians.
Educating consumers
Mr Cheong chimed that to drive acceptance, consumer education is paramount.
“By collaborating with healthcare professionals, nutritionists, and national authorities, the initiative aims to raise awareness about healthy eating and the benefits of sustainable practices. Long-term plans include integrating Biru-Putih-Hati principles into national nutritional programs to improve the nation’s health outcomes,” he explained.
Sustainability in farming
The initiative also addresses the broader challenge of sustainable farming. By focusing on natural, nutritionally superior raw materials, it reduces the environmental impact of animal feed production.
Dr Lim highlighted the affordability of these changes, stating that additional costs for poultry farmers could be managed within a 10% increase.
Promoting balanced nutrition
Beyond the farming industry, the initiative seeks to educate consumers on achieving a balanced omega-3 and omega-6 intake.
Omega-3, known for its anti-inflammatory properties, can counterbalance excessive omega-6 consumption, which is linked to chronic inflammation. Practical approaches include using omega-3 supplements, selecting healthier cooking oils, and consuming enriched foods, such as those developed under the Biru-Putih-Hati program.
The Biru-Putih-Hati initiative represents a transformative approach to food production and nutrition, combining scientific research, industry collaboration, and consumer education.
By fostering a healthier and more sustainable future, it sets a benchmark for Malaysia’s food industry and inspires a global movement toward better eating and living.