FAMA Strengthens Agro-Food Digital Marketing Ecosystem

KUALA LUMPUR, July 6 (Bernama) -- The Federal Agricultural Marketing Authority (FAMA) is strengthening the digital marketing ecosystem of the country’s agro-food sector through the Agroborong Malaysia 2026 Seminar: Agroborong.com Platform Engagement Session, which gathered about 200 participants from various industry segments.

FAMA said in a statement today that the seminar focused on enhancing the Agroborong.com platform, improving market access, strengthening the national food supply chain and broadening the use of digital technology among agro-food entrepreneurs, in line with the Ministry of Agriculture and Food Security (KPKM) aspirations.

Agroborong.com is a business-to-business (B2B) digital trading platform that connects producers directly with wholesalers, retailers, institutional buyers and industry players in a more structured, transparent and efficient marketing ecosystem.

“To date, Agroborong.com has recorded 4,348 registered users, with nearly 1,000 active users comprising producers and buyers from various agro-food sub-sectors.

“This achievement reflects the industry’s positive acceptance of the use of digital platforms in strengthening the country’s agro-food product marketing network,” the statement said.

According to FAMA, the seminar also served as a platform to obtain feedback from industry players to improve existing systems in order to remain relevant to increasingly dynamic market needs, as well as to provide exposure on the use of Agroborong.com and financing opportunities and support for agro-food businesses by Agrobank.

The ceremony also saw the signing of a Memorandum of Understanding (MoU) between FAMA and Crop Power Sdn Bhd to enhance collaboration in implementing the Malaysia Farming Award (MFA), which recognises farmer excellence in productivity, innovation, modern technology adoption and good agricultural practices.

FAMA said the strategic collaboration is expected to expand the use of digital technology, strengthen industry networks and open up more opportunities for collaboration between the public and private sectors in accelerating the transformation of the country’s agro-food sector, thereby increasing the competitiveness of local entrepreneurs at domestic and global levels.

--BERNAMA