Kuala lumpur: Changing consumer preferences for smaller portions 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 BERNAMA News Agency, 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. Zuriana stated that AgriMatch helps agropreneurs understand market demand and grow crops accordingly. This approach ensures that farmers produce crops that meet consumer preferences, such as smaller, more practical fruits, which can be sold more quickly and provide better returns.

Zuriana mentioned that FAMA offers various support facilities to match supply with demand, including marketing equipment and semi-permanent Farm Collection Centres (PPLs). Furthermore, digital platforms like AgroBazar Online and AgroBorong are utilized to connect growers, wholesalers, and retailers, enhancing the supply-demand matching process.

Efforts to match supply with markets are strengthened through strategic partnerships with major supermarket chains, providing wider access to the domestic market. On the export front, FAMA's International Markets Division matches local produce with overseas demand once market access is approved by the Department of Agriculture. Local produce like MD2 pineapples and sweet melons is sought after in international markets, presenting significant opportunities for local entrepreneurs.

Zuriana emphasized the importance of quality in successful supply-demand matching, encouraging farmers to use recognized quality seeds and sustainable farming standards. The AgriMatch approach involves cross-agency collaboration, aiming to modernize the agricultural sector and address the ageing farming workforce by attracting young people with technical backgrounds.

FAMA is also committed to promoting healthier eating habits and supporting the health and productivity of future generations through various campaigns. This aligns with efforts to ensure the country's food security system remains economically competitive while promoting the consumption of locally grown food.