FAMA Teams Up With Shopee To Empower Agri-food Entrepreneurs

KUALA LUMPUR, Aug 8 (Bernama) -- The Federal Agricultural Marketing Authority (FAMA) has partnered with Shopee Malaysia through the Agromarketing Masterclass Shopee Edition to equip local agri-food entrepreneurs with essential digital marketing skills.

The two-day programme, which began on July 26, took place at Shopee’s headquarters in Mid Valley City, involving 100 entrepreneurs registered with FAMA, including producers of fresh and processed agri-food products.

In a statement, FAMA said the collaboration aligns with the objectives of the 13th Malaysia Plan (13MP) and the National Entrepreneurship Policy 2030. It aims to drive the digital transformation of the agri-food sector and expand market opportunities for local producers through e-commerce platforms.

“FAMA is confident that this approach will better prepare agri-food entrepreneurs to navigate the dynamic digital market and create pathways for international market access, particularly via large-scale e-commerce platforms like Shopee,” read the statement.

FAMA Entrepreneurship Marketing senior director Siti Nurul Haida Ibrahim said the programme focuses on enhancing participants’ knowledge of tech-driven marketing, managing e-commerce platforms, and creating promotional content to attract target customers.

"Through this initiative, 400 agri-food products, covering a range of stock-keeping units (SKUs), have been successfully listed on the Shopee platform. Entrepreneurs have been guided on strategies for managing digital stores, handling logistics, and producing promotional materials that align with modern market demands," she said.

Key elements of the programme include Shopee Live, which enables participants to stream live from their premises or processing centres, showcasing the authenticity of their products and production methods. This builds consumer trust and highlights the true story behind the products.

The programme is structured around four key components: foundational modules and training, performance monitoring, the Shopee Live Streaming Challenge, and recognition of top entrepreneurs as Agromarketing Masterclass Shopee Edition Icons.

FAMA aims to boost participants' sales by at least 50 per cent by the end of the programme, which runs from July to December. The initiative also seeks to broaden consumer access to fresh and processed local products on the national digital market.

-- BERNAMA