From Grandma’s Kitchen to Edmonton’s Streets: How Satay Madura is Sharing Indonesian Flavours with the City

When you walk up to Satay Madura’s bright Indonesian halal food truck, the smoky aroma of grilled satay and the warm smiles behind the counter tell you right away — this is more than just food, it’s family tradition on wheels.

Nurul, together with her team, launched Satay Madura at the beginning of 2023, but her love for cooking began long before that. “Cooking is my passion,” she shared. Back in Indonesia, she ran a restaurant and could happily spend hours in the kitchen. Her signature recipes come from her grandmother, who was known for making satay for big events — a dish so popular it became famous in her community.

Bringing those authentic flavours to Canada hasn’t been easy. “It’s a big challenge because I use the original recipe,” Nurul explained. Many ingredients are hard to find locally, so she often orders from Vancouver, the USA, and sometimes directly from Indonesia. But the extra effort is worth it — “Receiving positive feedback takes my tiredness away. It’s the best reward.”

The dream of Satay Madura started with more than just a love of food. After moving to Canada in 2013 as a live-in caregiver, Nurul gained permanent residency and brought her family here. She wanted to build a business that could support her loved ones in Canada and also help her family back home. “If I only work in a regular job, I can’t help my family in Indonesia. That’s why I want my own business, to earn more so I can help them.”

Of course, running a food truck brings its own adventures. Space inside is tight — “Sometimes we bump into each other during the rush!” she laughed. That’s why they limit it to just three people working inside. Still, they work as a team and keep the vibe positive, even in the busiest hours.

How AsiaFest Helped Satay Madura Grow

Satay Madura first joined AsiaFest not long after starting their food truck journey — and the experience was transformative.

“It was amazing for us to be part of AsiaFest,” Nurul said. “It allowed us to showcase our business and improve. It was really helpful for our company.”

With few Indonesian restaurants in Edmonton, AsiaFest gave them a rare chance to introduce authentic Indonesian food to new customers. “It’s a great way for us to gain more followers and get feedback,” Nurul explained. After participating in just two AsiaFest events, they received a flood of positive comments — and even questions about when they would open a restaurant. “We don’t have one yet,” she smiled, “but this is one step closer toward that goal.”

For Nurul, events like AsiaFest and Lunarlicious aren’t just markets — they’re business launchpads. “I highly recommend small businesses to join. It’s a wonderful event, and the best event organizer in Edmonton to help small businesses grow.”

Now, with their food truck rolling through different neighbourhoods, Satay Madura is reaching more customers and refining their recipes before taking the leap into a brick-and-mortar restaurant. AsiaFest was one of the first stages where they shared their passion — and it’s a connection that continues to fuel their growth.