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Sabahan Entrepreneur Brings the Taste of Home to Peninsular Malaysia

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Wilhelmina accorded  recognition  as an exhibitor of Sabah Dried Products during 'Kursus Permerkasaan Wanita di Sabah dan Sarawak' programme in October 2024 at Jabatan Perdana Menteri, Putrajaya.
Wilhelmina accorded recognition as an exhibitor of Sabah Dried Products during 'Kursus Permerkasaan Wanita di Sabah dan Sarawak' programme in October 2024 at Jabatan Perdana Menteri, Putrajaya.

2 February 2025


By EVB


KOTA KINABALU: For many Sabahans living in Kuala Lumpur and Selangor, the longing for the taste of home is a familiar feeling.


Recognising this demand, Wilhelmina Avila Beda, 39, from Tamparuli, Sabah, turned her passion for entrepreneurship and Sabahan cuisine into a thriving home-based business, called Wilhelm Avila Empire.


What started as a part-time venture in 2016 has now grown into a well-known brand among the Sabahan community in the peninsular.

Wilhelmina’s weekend booth at Borneo Street, Galaxy Ampang Mall, features Sabahan cuisine and a selection of Borneo products.
Wilhelmina’s weekend booth at Borneo Street, Galaxy Ampang Mall, features Sabahan cuisine and a selection of Borneo products.

Wilhelmina, who previously worked in the insurance industry, made the bold decision to leave her job in 2019 to fully dedicate herself to her business.


Her mission goes beyond just earning an income—she aims to reconnect Sabahans with the flavours of home while introducing Sabahan cuisine and products to wider range of consumers and food lovers in Peninsular Malaysia.


“There is a huge demand for Sabahan cuisine here, especially among Sabahans who miss the taste of home. But beyond that, I also want to introduce our rich culinary heritage to more consumers in Peninsular Malaysia,” Wilhelmina shared.

Rinukut Rukut Sabahan served at a wedding, bringing a taste of tradition to the celebration.
Rinukut Rukut Sabahan served at a wedding, bringing a taste of tradition to the celebration.

Wilhelmina’s signature cuisine, Rinukut Rukut Sabahan, offers a wide array of traditional dishes that evoke the essence of Sabah.


These include Kadazandusun staples like linopot (rice wrapped in leaves), hinava (marinated raw fish), losun lada putih (wild spring onion with white pepper), pucuk ubi bilis (cassava leaves with anchovies), and tausi basung (fried fish with fermented black beans).


However, her menu is not limited to Kadazandusun cuisine. She also prepares other beloved Sabahan delicacies such as ambuyat (sago starch dish), panjaram (Sabahan-style doughnuts), pais ubi kayu (wrapped and grilled cassava), and kelupis (glutinous rice rolls).

Wilhelmina preparing Linopot Tadong, a traditional leaf-wrapped rice of Sabah.
Wilhelmina preparing Linopot Tadong, a traditional leaf-wrapped rice of Sabah.

In addition to her culinary offerings, Wilhelmina also sells a range of Borneo dried products, including Sabahan snacks, condiments and seasoning, salted seafood, and the renowned Sabah tea and coffee.


Fresh Sabah vegetables and seasonal fruits, such as the sought-after tarap, are also available when in season.


Initially, Wilhelmina operated a food stall but later shifted to a home-based model due to location constraints.


Today, she runs her business through catering, ala-carte, and order-based services, with deliveries and self-pickups available from Monday to Friday.


Her catering services cater to various events, including weddings, social gatherings, and cultural festivals such as Kaamatan and Gawai.


On weekends, she expands her reach by operating a booth at Borneo Street, Galaxy Ampang Mall, attracting not only Sabahans but also locals and tourists eager to explore Borneo’s rich culinary heritage.


Wilhelmina personally prepares and cooks all the dishes, ensuring the authenticity and quality of her offerings.


Her dedication to Sabahan cuisine has earned her recognition within the community.


She is frequently invited to speak at events on traditional food preparation and was recently selected as a jury member for a traditional cuisine competition. In October 2024, she was recognised as an exhibitor of Sabah Dried Products at an event organised by the Prime Minister’s Department.


However, running a home-based business that relies on Sabah-sourced ingredients comes with challenges.


“The biggest challenge is the cost of ingredients. Flying in fresh produce and dried products from Sabah every week is expensive, but it’s necessary to maintain the quality and authenticity of our cuisine. I also struggle to find committed suppliers, but I’m grateful that my business can support other entrepreneurs back in Sabah,” she explained.


Looking ahead, Wilhelmina dreams of expanding Wilhelm Avila Empire by opening a dedicated food stall that will feature a new specialty—grilled coconut—alongside her signature dishes Rinukut Rukut Sabahan, cooked over firewood. However, this plan remains on hold due to challenges in securing a licensed location for this type of setup.


Despite the obstacles, Wilhelmina remains steadfast in her mission to celebrate and promote Sabahan cuisine in Peninsular Malaysia.


By making these traditional dishes and products accessible, she ensures that Sabahan flavours remain a vibrant part of Malaysia’s diverse culinary scene


For those eager to try her authentic Sabahan dishes, Wilhelm Avila Empire is just a call away or better yet, a visit to her weekend booth at Borneo Street, Galaxy Ampang Mall, might be the perfect way to experience Sabah’s taste of home.

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