Mapping Malaysia's Resource Centres

30 MAPPING MALAYSIA’S RESOURCE CENTRES FEDERAL AGRICULTURAL MARKETING AUTHORITY (FAMA) Introduction The Federal Agricultural Marketing Authority (FAMA) was established by way of Act 141 (1965) under the purview of the Malaysian Ministry of Agricultural and Agro-based Industry. FAMA is responsible for the marketing of agro food products such as vegetables, fruits and floriculture as well as agro-based industry products. Area of Expertise FAMA is tasked to take the lead in food and agricultural marketing and in developing an efficient and effective food and agricultural marketing chain for local entrepreneurs. It also markets agro-food products. FAMA streamlines its efforts in five major sectors: farming, collection, processing & distribution, retailing and wholesale - with retail and wholesale accounting for a fair amount of its allocated budget. Strengths and Achievements FAMA has developed a long-term Strategic Plan consistent with the National Agro Food Policy to increase and expand the market for agro-food products as well as spur the transformation of agro food marketing. FAMA’s Strategic Plan focuses to increase: 1. Supply of agricultural products; 2. Market access; 3. Pool of entrepreneurs in the agro- food sector; 4. Income of stakeholders; and 5. Efficiency of marketing services. To achieve these objectives, FAMA’s activities are based on the following: a) Product Development FAMA offers consultation in market reach as well as providing support in packaging, labelling and product readiness. SMEs are able to develop their brands through the Agromas brand name, a national brand created to promote SME products with potential. b) Market Development FAMA’s direct intervention into modern retail markets - such as hypermarkets - is through facilitation and direct purchase. It also collaborates with market intermediaries such as retailers through initiatives like the Agriculture Retail Store (Agrobazaar Kedai Rakyat) and Fresh Fruit Stall (GBBS) to increase direct market access. c) Market Infrastructure Development One way FAMA achieves its objectives is through strengthening collection and distribution centres. Currently, there are 187 collection and 40 distribution centres across the country. Besides that, FAMA develops infrastructure to increase availability of products through projects such as; Pasar Tani Kekal, Pasar Tani, Pasar Komuniti & Karavan (PAKAR) and MyFarm Outlet. In total there are 798 outlets. A G R I C U L T U R E A N D R & D