Serdang: Some 2,000 local agrofood exhibitors at the Malaysia Agriculture, Horticulture and Agrotourism Exhibition (MAHA) 2026 will be matched with 40 international buyers in a bid to expand export opportunities for Malaysian products. Agriculture and Food Security Ministry (KPKM) secretary-general Datuk Seri Isham Ishak said the initiative, under the Hosted Buyer programme, would run from Sept 1 to 3 during MAHA Trade Days at the Malaysia Agro Exposition Park Serdang (MAEPS).
According to BERNAMA News Agency, the identified international buyers will be matched with exhibitors who have export-ready products through carefully arranged business matching sessions. Isham stated that the programme was part of efforts to position MAHA 2026 as a trade platform that connects local entrepreneurs with international buyers and industry players, rather than just an exhibition. KPKM would collect data from the business matching sessions to assess the impact and economic progress generated through this year's edition.
The MAHA Go Global segment will feature the Go Global, Grow Local (GGGL) initiative, focusing on high-value agrofood commodities for international commercialisation. 'The One Stop Centre for Export will be provided to help entrepreneurs understand international market requirements, including standards, certification and entry conditions before exporting their products to selected markets,' Isham explained.
Isham highlighted that MAHA 2026 is targeted to generate RM58 million in direct sales and RM8 billion in potential investments, reflecting its role as a catalyst for innovation and national food security. The 2024 edition recorded RM7.2 billion in potential financing and business matching value, as well as RM48.55 million in direct sales. 'Through MAHA 2026, we want to strengthen national food security by encouraging the use of modern technology and smart farming to increase agrofood productivity,' he added.
Isham mentioned that MAHA would also serve as a platform to connect entrepreneurs with buyers, investors, and industry players, while opening more opportunities for local products to enter international markets. The ministry is targeting four million visitors, including 800,000 youths, to encourage the younger generation to view agriculture as a promising career.
He also revealed that various new attractions would be introduced, including Agro Safari, Kids Wonderland, Laman Smart Farming, Floating Market, MAHA Chillax Zone, and Rewang Warisan. Drone shows and fireworks would be held in conjunction with the eve of National Day celebrations and are expected to be among the main attractions for visitors. 'We want to share agricultural experiences with the public so they understand that income does not only come from services or industrial jobs, but agriculture can also provide a lucrative source of income,' Isham concluded.