KUALA LUMPUR: Media Prima Bhd (MPB) is collaborating with Yayasan Budi Ihsan Malaysia (YBIM) to distribute 28,000 frozen beef packs across the country.
The flag-off ceremony for the "Kembara Korban 1001 Asnaf" convoy was launched by MPB group chairman Datuk Seri Dr Syed Hussian Aljunid, YBIM chairman Datuk Seri Rosli Atan, and MPB group managing director Rafiq Razali today at Balai Berita, Bangsar, here.
Rosli said the convoy would distribute beef packs valued at RM300,000 until July 28.
"The first three locations will focus on Seri Alam People's Housing Project (PPR), Universiti Teknologi Malaysia (UTM) Kuala Lumpur, and Universiti Kebangsaan Malaysia (UKM) Islamic Centre, Bangi.
"Next, we will head for the East Coast towards our destinations in Pahang, Terengganu, Kelantan and across the Titiwangsa range.
"We will then move on to Kedah, Penang, Ipoh, and back to Selangor. UTM Skudai, Johor, will be our last destination to distribute about 1,000 frozen beef packs," he said.
Rosli said the collaboration attracted more participants to the programme, including for the distribution plan next year.
"MPB is a trusted broadcaster with large networks. The participation and response we received when working with them are huge.
"Many people have contacted us and are ready to participate in next year's programme.
"We hope this programme can continue in the future and expand so that we can give a huge impact in our efforts to help the needy," he said.
Meanwhile, Syed Hussian said MPB was planning to hold more similar programmes through this collaboration in the future.
"Today, I was told that 5,000 recipients will benefit from the distribution of 5,000 packs of sacrificial meat. We have discussed that two or three more similar projects will be held.
"MPB welcomes collaborations, and it is through auspicious events like this, YBIM can further strengthen its brand and increase its positive business reputation," he said.
Also present were Media Prima Omnia chief executive officer Datuk Michael Chan, Media Prima Television Networks and Primeworks Studios chief executive officer Datuk Khairul Anwar Salleh, Media Prima Audio chief executive officer Nazri Noran, Media Prima Omnia chief operations officer Mohd Efendi Omar and Berita Harian group editor Datuk Ahmad Zaini Kamaruzzaman.