Kuala lumpur: The Federal Agricultural Marketing Authority (FAMA) is advancing the digital marketing framework of the national agro-food sector through the Agroborong Malaysia 2026 Seminar: Agroborong.com Platform Engagement Session. This event brought together approximately 200 participants from multiple industry segments.

According to BERNAMA News Agency, the seminar aimed at enhancing the Agroborong.com platform, improving market access, strengthening the national food supply chain, and broadening digital technology use among agro-food entrepreneurs. These initiatives align with the aspirations of the Ministry of Agriculture and Food Security (KPKM).

Agroborong.com serves as a business-to-business (B2B) digital trading platform, facilitating direct connections between producers, wholesalers, retailers, institutional buyers, and industry players within a structured and efficient marketing ecosystem.

FAMA reported that Agroborong.com currently has 4,348 registered users, with nearly 1,000 active participants, including producers and buyers from various agro-food sub-sectors. This milestone indicates a positive reception of digital platforms in strengthening the marketing network of the country's agro-food products.

The seminar also provided a venue for industry players to offer feedback to enhance existing systems, ensuring they meet the ever-evolving market demands. Additionally, it offered insights into the use of Agroborong.com and financing opportunities supported by Agrobank for agro-food businesses.

The event featured the signing of a Memorandum of Understanding (MoU) between FAMA and Crop Power Sdn Bhd. This agreement aims to foster collaboration in implementing the Malaysia Farming Award (MFA) to recognize excellence in productivity, innovation, technology adoption, and agricultural practices among farmers.

FAMA emphasized that this strategic collaboration is anticipated to expand digital technology use, bolster industry networks, and create more collaboration opportunities between the public and private sectors. This effort is expected to accelerate the transformation of the agro-food sector, enhancing the competitiveness of local entrepreneurs both domestically and globally.