Bariistar Takes First Step Towards Global Market with US Export Launch
KUALA LUMPUR, 19 September 2026 — The release of an export container may appear to be a routine logistical operation, but for Callabio Manufacturing Sdn. Bhd. (Callabio), the dispatch of its latest shipment from MARA Halal Industrial Park marks a significant milestone in bringing a homegrown brand to the international market.
The Bumiputera-owned food and beverage (F&B) manufacturer has made its export debut in the United States with Bariistar, its premium syrup brand, marking a major step in the company’s international expansion.
The inaugural shipment comprises 16,800 bottles of premium syrup in various flavours, valued at RM840,000. The products are being delivered to M&C Barista Supply Company, Callabio’s appointed exclusive distributor in the US, which will supply the brand to between 2,000 and 5,000 cafes and coffee shops across the country.
Targeting major US metropolitan markets
Through its distribution network, Callabio aims to establish Bariistar in major US cities, including New York City, Chicago, Detroit, Phoenix, the San Francisco Bay Area, Philadelphia, Dallas and Seattle.
For the next phase of expansion, the company is targeting monthly shipments of between 30,000 and 50,000 bottles to the US market.
Callabio Director, Dr Mohamad Shahir Mohamad Suhaimi, said the company’s entry into the US market was the result of a phased strategy pursued since Bariistar was established in 2021.
“For us, this is more than just the dispatch of a shipping container. It represents years of effort, trials, logistical challenges and the confidence that Malaysian Bumiputera products can compete on the international stage,” he said.
He added that the US distribution partner first expressed interest in Bariistar following a meeting at an international trade exhibition. This was followed by product samples being sent for evaluation and detailed discussions on quality, pricing and compliance with industry standards.
‘International markets first’ strategy to build brand strength
Explaining the company’s business approach, Shahir said Callabio had deliberately prioritised establishing Bariistar’s presence in international markets before pursuing large-scale distribution through domestic cafe networks.
He noted that Malaysia’s coffee syrup market was dominated by several established global brands, making it necessary for local products to demonstrate their competitiveness internationally before gaining wider acceptance at home.
“Once we penetrate overseas markets and build a reputation on par with international brands, the domestic market itself will have greater confidence in embracing our brand,” he said.
Bariistar’s competitive advantages include its full halal certification from the Department of Islamic Development Malaysia (JAKIM), which addresses international demand for recognised and trusted halal products.
Its manufacturing facility is also registered with the US Food and Drug Administration (FDA) and holds Hazard Analysis and Critical Control Points (HACCP), Good Manufacturing Practice (GMP) and Makanan Selamat Tanggungjawab Industri (MeSTI) certifications.
The brand also offers one-litre bottles, compared with the 700-millilitre standard commonly found in the market, at more competitive prices.
Its syrups are formulated specifically for coffee, with carefully balanced sugar concentrations measured with a Brix meter to ensure the sweetness does not overpower the coffee’s natural flavour.
Bariistar has established a presence in nine international markets, including Indonesia, the United Kingdom, Poland, China, Thailand, France, the United Arab Emirates, Brunei and, most recently, the US.
MARA celebrates emergence of international champions
The container dispatch ceremony was officiated by MARA Commercial Infrastructure Division Director Mimi Mazlin Mohamad Yusof.
In her address, Mimi Mazlin expressed pride in Callabio’s achievement, describing it as a testament to MARA’s six-decade role in strengthening the Bumiputera economy.
“People often ask, after 60 years of MARA’s efforts, where are the Bumiputera entrepreneurs we can be proud of? Today, this achievement proves that entrepreneurs under MARA’s guidance are no longer just local champions, but have the potential to become international champions,” she said.
She also highlighted the success of MARA’s Gate to Global programme, organised in collaboration with the Malaysia External Trade Development Corporation (MATRADE), which has supported at least 177 local companies in expanding into international markets.
Mimi Mazlin said the acceptance of Malaysian products in the US demonstrated that locally manufactured goods could meet international consumer preferences and quality standards.
She urged Bumiputera entrepreneurs to continue leveraging MARA’s business support ecosystem, including training, commercial premises and financing facilities, to maximise their growth potential and expand their businesses internationally.
RM8 million sales target and plans for own manufacturing facility
Callabio, which received the Malaysia Small-Medium Enterprise Excellence Award 2024 at the Malaysia International Halal Showcase (MIHAS) 2024, has set a total sales target of RM8 million for 2026.
Looking ahead to the next five years, Shahir said the company planned to move beyond its current rented premises at MARA Halal Industrial Park and develop its own manufacturing complex to accommodate growing export demand.
“For next year’s export target, we aim to achieve between RM20 million and RM30 million. Developing a new facility based on international standards is an important step in ensuring that this growth momentum can be sustained,” he said.
About The Author
Ed Junaidi is a seasoned Online Editor at Gaya Travel Magazine, where he has been sharing his passion for travel for over 15 years. A dedicated globetrotter, Ed cherishes the chance to explore the world, uncovering new experiences and insights with every journey. His compelling contributions to Gaya Travel Magazine earned him a prestigious residency grant from the Mexican government in 2015 through Media Residency Program. Through his work, Ed continues to inspire readers with stories that capture the essence of travel and cultural discovery.
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