Jertih: Universiti Malaysia Kelantan (UMK) is elevating ikan bekok (fermented fish) products through packaging innovation and digital marketing to uplift the livelihood of the local community.

According to BERNAMA News Agency, UMK Innovation Park (InnoPark) director Dr Tengku Fauzan Tengku Anuar stated that the project to commercialise the traditional delicacy began after researchers discovered that ikan bekok, popular in Kampung Geting, Tumpat, is largely unknown outside the area despite its high commercial value. The primary issue identified was the traditional packaging using newspapers and non-airtight plastic, which led to the product spoiling quickly, becoming slimy, and developing an unpleasant smell.

UMK introduced packaging using vacuum sealing machines and provided the community with exposure to branding and digital marketing to enhance the product's competitiveness in the market. The project, approved on December 13, 2019, was carried out from 2020 to 2021 and involved 14 UMK researchers from various fields.

Tengku Fauzan mentioned that the project was coordinated by the Institute for Poverty Research and Management (INSPEK), involving 24 local food and seafood product entrepreneurs in Tumpat. He clarified that the term ikan bekok refers to a method of preserving dried salted fish that is briefly fermented, using various local fish such as gelama (croaker), cencaru (torpedo scad), kekek (ponyfish), layur (ribbonfish), stingray, and talang (queenfish).

The product was chosen for its commercialisation potential and its ability to reduce losses from food spoilage through modern packaging technology. The project's implementation has also benefited the local community by creating job opportunities for women and single mothers in processing and marketing activities.

Based on project monitoring, participants' income reportedly increased by up to 100 percent per month, with estimated total sales reaching RM400,000 monthly. The product is now marketed under the brand 'Ikey Bekok Tumpat' and promoted through various e-commerce platforms such as TikTok, WhatsApp, Shopee, Facebook, and Instagram, opening up wider market potential, including among local and international customers.

Tengku Fauzan added that UMK plans to expand the project through the use of green technology, diversified packaging, and social impact monitoring to ensure continued strengthening of the local community's economic development.