Selangor: The Federal Agricultural Marketing Authority (FAMA) has forged three strategic partnerships worth more than RM600,000 to expand the market for local agricultural produce and strengthen the agro-economy of the asnaf group in Selangor. Deputy Agriculture and Food Security Minister Datuk Chan Foong Hin said the partnerships reflected FAMA's commitment to better matching agricultural production with market demand through its AgriMatch programme.

According to BERNAMA News Agency, the platform directly connects agricultural producers with wholesalers, retail chains, and the hospitality industry, giving local produce clearer access to established markets. 'This approach is important to ensure that agricultural projects are not focused solely on production, but also have a clear market direction and access,' he told reporters after witnessing the exchange of memoranda of understanding (MoUs) between FAMA and its strategic partners in conjunction with the Malaysia Agriculture, Horticulture and Agrotourism Show (MAHA) 2026 here today.

One of the partnerships is with the Selangor Zakat Board (LZS) under the RM240,000 agro-economic project for asnaf and hardcore poor, which will run for two years from today until Aug 30, 2028. Chan said under the project, LZS would provide assistance to the asnaf group to undertake agricultural projects, while their produce would be marketed directly to hotel companies. 'The project is being implemented in Bukit Beruntung, Mukim Batang Kali, involving 48 pioneer participants aged between 22 and 62, with the hope that it will create economic opportunities and a sustainable source of income for the group through agricultural activities. From being zakat recipients, we hope they will eventually be able to move beyond their financial difficulties and become zakat payers,' he said.

Meanwhile, he said FAMA has also forged a strategic partnership with the Malaysian Association of Hotels (MAH), worth RM200,000, to coordinate the supply of fresh local fruits and vegetables to hotel chains. The partnership involves local hotel chains, including The Pearl Kuala Lumpur and Vivatel Kuala Lumpur. Agricultural produce that could potentially be supplied under the partnership includes MD2 pineapples, honeydew melons, rock melons, papayas, bananas, watermelons, water apples, guavas, Sabah pomelos, mangoes, dragon fruit, and pearl guavas.

Chan said the initiative would help address one of the key challenges faced by local producers, namely ensuring a steady market for their produce. He said FAMA also plays a role as a facilitator by providing producers with advice on the types of produce suitable for cultivation based on market demand. 'FAMA also manages the collection and delivery of produce from farms to FAMA Distribution Centres before supplying it directly to the participating hotel chains,' he added.