Write an article about Haffiz turns family recipe for ‘etok salai’ into booming business .Organize the content with appropriate headings and subheadings (h1, h2, h3, h4, h5, h6), Retain any existing tags from Daily, Muhd Haffiz Hassan can sell up to 400kg of etok salai – or smoked mollusc – at his stall in Kg Badang, Kota Bharu. (Bernama pic)
KOTA BHARU: Continuing the legacy of his late mother, a young entrepreneur from Kampung Badang here has turned a family recipe for “etok salai” into a booming business.
Former farmer Muhd Haffiz Hassan never imagined that taking over the stall left behind by his late mother, Hamina Ibrahim, who died in early 2020, would lead to such success.
What began with sluggish sales has now grown into a thriving venture, with sales of up to an impressive 400kg daily, drawing local customers and foreign visitors.
Etok – or sometimes called “etak” – is a river mollusc that is cooked in a variety of ways, including gulai lemak putih (white creamy curry), singgang (lightly sauced), goreng berempah (spiced-fried), and – the most popular – salai, or smoked.
Etok salai is a delicacy synonymous with the people of Kelantan, who often pair it with nasi kerabu.
“There was a time when I nearly gave up due to poor response. But after about two months, I was inspired to open a second branch on Jalan Tok Sadang in Pengkalan Chepa,” Haffiz, 26, told Bernama.
“That decision proved to be a turning point, especially after influencer Abe La uploaded content about our smoked etok last year.”
This, he explained, helped draw customers from Kelantan and across Malaysia – indeed, from as far away as Thailand and Singapore.
Visitors to Haffiz’s stall can enjoy his smoked etok in six flavours – original, spicy, sweet, tomyam, BBQ, and paprika. (Bernama pic)
Haffiz, the fifth of seven siblings, explained that maintaining the freshness and quality of smoked etok requires a meticulous cleaning process. Each batch of raw etok is washed at least five times until the water runs clear to remove all traces of mud and sand.
Every two days, Haffiz sources around 800kg of raw etok from his supplier. It is then marinated for nearly an hour in a blend of special spices – his late mother’s recipe – before being smoked over fire for two hours.
Haffiz offers his smoked etok in six flavours – original, spicy, sweet, tomyam, BBQ, and paprika. “Each pack is sold at RM5 or RM10, and we offer a fresh batch four times a day to maintain quality,” he said.
Haffiz runs the business with his younger brother, Muhd Sukri, 24, and their 50-year-old aunt, Sarini Mahmood.
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