Ida Ali has always harboured a love for food, something that hits close to home from the time she was under the tutelage of her mother, learning the ropes of the family kitchen. This passion ultimately culminated in the founding of Food Dreams & CO. where she serves her own family recipes and through this venture, hopes to inspire those to follow in their passion for food too.
In a recent interview, she shares with CSR Malaysia her dream and vision for the company she founded.
Ida Ali started her career as a flight attendant at Malaysia Airlines and learnt a lot about hospitality. “Subsequently, I worked in the administrative field at various companies before working at a quick service restaurant company for 11 years. The experience helped me learn about consumer demands and the food business,” says Norlida.
Food Dreams is a brainchild of four friends and ex-workmates who share a passion for food. “In 2018, we were having a meal and we had an idea to start a food business together,” says Ida.
“Our original plan was to bring Malaysian food to London. That didn’t occur due to the pandemic and we had to regroup and re-strategize,” says Ida. “We started out with one kitchen in February and we now have five kitchens. We plan to open up fifteen kitchens by the end of 2021.”
Ida plans to provide home-cooked food to customers at their homes. “Food Dreams offers variety of food choices at affordable prices that are delivered to the doorstep,” says Ida. “We will also be introducing a range of pastes and sauces that are adapted from my beloved family recipes.”
“The challenge we faced is to adapt to the ever-changing Movement Control Order or MCO rules that have been put in place,” says Ida. “We also wanted to gain financial security and be able to give back to the community by providing jobs and conducting corporate social responsibility or CSR programmes. I also want to take care of my staff well, empower them and be a role model, especially for women, giving them room and opportunities to grow and thrive with us,” shares Ida.
A single mother herself, Ida has always felt a strong sense of responsibility towards single mothers and the underprivileged, whether through specific CSR projects, employment, or other economic and growth opportunities.
“We welcome the idea to collaborate with agencies to do our part for society through Food Dreams & Co. We plan to start by working with the Ministry of Women’s Health, Family and Community to help single mothers and females venture into the food industry; that’s one option. I’m also working with various agencies so we can help the underprivileged as well,” Ida enthusiastically relays to us.
Having outfitted their kitchen to accommodate employees with disabilities, and hiring the hearing and speaking impaired, the aim is to provide opportunities for growth, learning and development to help these communities achieve economic power. “There are a lot of opportunities in the F&B industry in Malaysia, therefore it is much more practical than theory.”
As a busy businesswoman, Ida Ali believes that being organised and prioritisation is key to a good work-life balance. “Time management is very important. If you are not disciplined, you will always be drowning in work. It is also vital to have a to-do list and a not to do list for the day.”
“It is important for young entrepreneurs to surround themselves with like-minded people and search for a support group that can be their sounding board through the exchange of ideas and sharing about struggles and achievements,” shares Ida. “Never forget to take good care of your health by exercising regularly, eating, resting and sleeping well. This will enable you to make better decisions.”
