SERDANG, Aug 30 — The Federal Agricultural Marketing Authority (FAMA) has forged three strategic partnerships worth more than RM600,000 to expand the market for local agricultural produce and strengthen the agro-economy of the asnaf (zakat recipients) group in Selangor.
Agriculture and Food Security Deputy Minister Datuk Chan Foong Hin said the partnerships reflect its commitment to better matching agricultural production with market demand through its AgriMatch programme.
The platform directly connects agricultural producers with wholesalers, retail chains, and the hospitality industry, giving local produce clearer access to established markets.
“This approach is important to ensure that agricultural projects are not focused solely on production, but also have a clear market direction and access,” he told the media after witnessing the exchange of memoranda of understanding (MoUs) between FAMA and its strategic partners in conjunction with the Malaysia Agriculture, Horticulture, and Agrotourism Show (MAHA) 2026 today.
One partnership is with the Selangor Zakat Board (LZS) under the RM240,000 agro-economic project for asnaf and the hardcore poor, which will run for two years from today until August 30, 2028.
Chan added that under the project, LZS will help the asnaf group undertake agricultural projects, while their produce will be marketed directly to hotel companies.
“The project is being implemented in Bukit Beruntung, Mukim Batang Kali, involving 48 pioneer participants aged between 22 and 62, with the hope that it will create economic opportunities and a sustainable source of income for the group through agricultural activities.
“From being zakat recipients, we hope they will eventually be able to move beyond their financial difficulties and become zakat payers,” he said.
FAMA has also forged a strategic partnership with the Malaysian Association of Hotels (MAH), worth RM200,000, to coordinate the supply of fresh local fruits and vegetables to hotel chains.
The partnership includes local hotel chains such as The Pearl Kuala Lumpur and Vivatel Kuala Lumpur.
Agricultural produce that can potentially be supplied under the partnership includes MD2 pineapples, honeydew melons, rock melons, papayas, bananas, watermelons, water apples, guavas, Sabah pomelos, mangoes, dragon fruit, and pearl guavas.
Chan said the initiative would help address one of the key challenges local producers face: ensuring a steady market for their produce.
FAMA also helps by advising producers on which produce is suitable to grow based on market demand.
“FAMA also manages the collection and delivery of produce from farms to FAMA Distribution Centres before supplying it directly to the participating hotel chains,” he said.
