PichaEats seeks to rebuild lives of refugees in video for Ramadan

“Unmute the voice of humanity.”

Social enterprise The Picha Project has been renamed to PichaEats (All photos: PichaEats)

Our response to the plight of refugees is a measure of our humanity. It’s a message PichaEats – the social enterprise formerly known as The Picha Project that partners refugees with catering and delivery business – reinforces in its recent campaign that was launched ahead of Ramadan. In a video conceptualised by social marketing agency GOODSTUPH in a pro-bono partnership with Reel Loco Productions and Song Zu Singapore, PichaEats demonstrates the harsh struggles of refugees through a real-life story.

The narrative, which accompanies the video, begins with Syrian refugee and Picha chef, Rania, who escaped from the war-torn Raqqa with her son Taim and husband Zaza, a professional chef who was working in Saudi Arabia. The couple was promised a job in Malaysia, but soon found out that it was a scam. After struggling to look for a job despite having 14 years of culinary experience, Zaza was on the verge of giving up, until The Picha Project then located the family through the referral of National Association of Women Entrepreneurs of Malaysia (NAWEM).

Reality is Served

For many refugees in Malaysia, the struggle to put food on their tables is a difficult reality.

However, after joining The Picha Project for 10 months, Zaza was diagnosed with cancer. He passed away three months after he was hospitalised.

Rania, mustering all the courage and strength she had, soldiered on and turned fattet magdoos, a traditional stuffed eggplant casserole dish served with fried Arabic bread, into her signature dish.

Co-founder of PichaEats Suzanne Ling told A+M how sustainable employment opportunities through a simple food business can help refugees rebuild their lives.

“Food is a social currency we can all relate to, regardless of race, nationality or religion. With this video launched in during the Ramadan people, we hope that we can raise awareness for the greater public, and ultimately, to have them allow PichaEats to put food on their tables so that refugees can put food on their own tables,” she said.

The founders behind PichaEats (from left): Lim Yuet Kim, Lee Swee Lin and Suzanne Ling Sook Shian 

Founder of GOODSTUPH Pat Law had met with Ling last year over a casual coffee session she holds at the café Penny University. After getting to know the social enterprise’s catering services and their objectives better, GOODSTUPH decided to help with the Ramadan campaign gratis.

To help refugees earn a living, order from PichaEats, which includes family packages that can be delivered to your doorstep, or purchase a meal to be given out to communities in need. Check out their options here.


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