FAMA Strengthens AgriMatch To Align Farm Supply With Market Demand

SERDANG, Aug 28 (Bernama) -- Changing consumer preferences for smaller portions, time-saving options and convenience are increasingly shaping what local agricultural entrepreneurs grow, through the Federal Agricultural Marketing Authority’s (FAMA) AgriMatch programme, which aims to match supply with demand.

FAMA Senior Director of the Supply Matching Division Zuriana Mat Adam said the programme, which was upgraded from the Marketing Contract Programme under the 9th Malaysia Plan (9MP), was designed to narrow the gap between farm production and consumer demand more efficiently and equitably.

According to her, the programme has evolved over nearly 24 years from FAMA's traditional role as a “buyer” into a broader marketing service designed to match farmers' produce with the appropriate market segments.

“With AgriMatch, we want to help agropreneurs understand market demand and grow crops accordingly, instead of planting based solely on their own preferences.

“For example, consumers are increasingly opting for smaller, more practical fruits such as melons that can be eaten straight away, helping to minimise waste and save storage space. When supply meets current specifications and market demand, farmers can sell their produce more quickly and achieve better returns,” she told Bernama here today.

Zuriana said FAMA also provides a range of facilities to help match supply with demand at the grassroots level, including marketing equipment such as canopies, baskets, weighing scales and wheelbarrows, as well as semi-permanent Farm Collection Centres (PPLs) where agricultural produce can be collected at strategic locations.

She said FAMA is also using digital platforms such as AgroBazar Online and the private AgroBorong platform to improve the matching of supply and demand by connecting growers, wholesalers and retailers directly online.

She said efforts to match supply with markets have also been strengthened through various letters of understanding and high-impact strategic partnerships with major supermarket chains, providing wider access to the domestic market and also helping stabilise the average income margins of local agricultural entrepreneurs by reducing their exposure to price manipulation by intermediaries.

On export markets, Zuriana said FAMA's International Markets Division matches high-potential local produce with overseas demand once the Department of Agriculture has approved market access.

“Local produce such as MD2 pineapples, sweet melons and pomelos is highly sought after in international markets including Hong Kong and New Zealand for its quality, sweetness and distinctive characteristics. These markets offer significant opportunities for local entrepreneurs to explore,” she said.

Meanwhile, Zuriana stressed that successfully matching supply with demand requires a focus on quality from the early stages of cultivation, where farmers are encouraged to use recognised quality seeds, including F1 varieties, and adopt sustainable farming standards such as the Malaysian Good Agricultural Practices (MyGAP) certification scheme and organic practices.

“Using quality seeds such as F1 varieties can contribute up to 60 per cent to crop performance, compared with second-generation F2 seeds, which often produce lower-quality crops and yields. Good-quality seeds supported by technology can produce better marketable grades, while also meeting nutritional requirements,” she said.

She said the AgriMatch approach involved cross-agency collaboration under the Ministry of Agriculture and Food Security (KPKM), with production and marketing agencies including the Department of Agriculture, Farmers' Organisation Authority (LPP), Malaysian Fisheries Development Authority (LKIM) and Malaysian Pineapple Industry Board (LPNM) working together for a coordinated approach.

She said the planned initiative also aimed to address the country's ageing farming workforce, with youth participation under FAMA currently low at about 5 per cent, or 200 of the 3,863 registered farmers.

Zuriana also noted that FAMA aims to attract more young people with technical backgrounds to modernise the country's agricultural sector by exposing them to technologies such as fertigation systems, agricultural engineering and high-value crop production.

The move is also in line with efforts to promote a healthier population by encouraging the consumption of locally grown food, noting that studies have shown that around 90 per cent of adults do not eat enough vegetables, she added.

“Through campaigns promoting healthier eating, including Kempen Lebih Makan Buah-Buahan Tempatan and Kempen Makan Sayur dan Ulam-Ulaman, we are committed to ensuring that the country's food security system is not only economically competitive, but also supports the health and productivity of future generations,” she said.

-- BERNAMA