Fruit Processing in Malaysia

FRUIT PROCESSING IN MALAYSIA:
Prospect & Challenges
MOHD SALEKHAN OTHMAN
AGRO-BASED INDUSTRY DIVISION
MINISTRY OF AGRICULTURE & AGRO-BASED INDUSTRY
PROSPECT. CHALLENGES. STRATEGIES.
agriculture……
SUNSET
INDUSTRY
POVERTY
AGRO-BASED INDUSTRY….THEN
AGRO-BASED INDUSTRY….NOW
BLOOMING
Total sale of Agro-Based product
(juice/cordial/fruit product) (RM Million)
33.9
35
24.2
2012
2013
Source: Department of Agriculture
2014
Projection of Household Spending on Processed Food
(RM Billion)
154
152%
61
2010
Source: MOA
2020
Projection of Export on Agro-Food Industry
2011-2020 (RM Billion)
53.8
11.8%pa
31.5
17.6
2010
Source: MOA
2015
2016
EXISTING
MARKET
EU
Jackfruit, papaya,
Cut flowers,
foliage
China
Durian, papaya,
watermelon,
chrysanthemum,
orchid
South Korea
orchid
Japan
Chrysanthemum,
orchid
Hong Kong
Bird’s nest, durian,
papaya,
watermelon, cut
flowers,
foliages
Canada
Chrysanthemum,
orchid
USA
Shrimp, grouper,
seabass,orchid
Vietnam
Bird’s nest, shrimp,
grouper, seabass
Middle East
Jackfruit, papaya,
tomato, long bean,
mushroom,Cut
flowers,
foliage
Bahagian'Industri'Asas'Tani'
Myanmar
Day-old chicks
Singapore
Live bird, bird’s nest,
Durian, papaya,
watermelon, tomato, long
bean, mushroom, shrimp,
grouper, seabass,
beverages, frozen food
Brunei
frozen, paste,
honey
Indonesia
Tomato, long bean
Mushroom
Australia
Chrysanthemum,
orchid
NEW
MARKET
NEW
MARKETS
Scandinavia, Baltics
jackfruit,
papaya
China
Bird’s nest,
jackfruit
South Korea
Shrimp,
grouper,
seabass
Hong Kong
Noodle, durianbased, tongkat ali,
coffee, shrimp,
grouper, seabass,
Tomato, long bean,
mushroom
EU
Beverages,
frozen
seafood
Canada
Tongkat ali
USA
Frozen fisheries,
tongkat ali
Eastern
Europe
Cut flowers,
foliage
Middle East
Watermelon,
papaya, tomato,
coffee, frozen food,
fruit chips, tongkat
ali, instant noodle
Japan
Processed food,
shrimp, grouper,
seabass, beverages,
food ingredients,
paste
Vietnam
Processed food
Cambodia
Processed food
Singapore
Fish cracker, Agromas Teh Tarik 3 in
1, Fruits
Brunei
Durian, papaya,
watermelon,
processed food
Indonesia
Processed food
Australia
Durian, papaya, watermelon,
shrimp, grouper, seabass, frozen
25#
food, paste
Bahagian'Industri'Asas'Tani'
BOT…….DEFICIT
Import
Export
2009
2010
10% pa
BoT
-11
2011
14.9% pa
-12.1
2012
10.8% pa
-13.9
2013
9.1% pa
-15.4
2014
1.2% pa
-16.8
-17
increase
EXPORTS
how to reduce
BOT deficit?
control
IMPORTS
challenges
IMPORT
EXPORT
CHALLENGES
STRATEGIES
Intensify Production &
Efficiency
ACTION PLAN
Increase export-led
production area, innovation
& technology, risk
management, market-driven
mechanism
1
Inconsistent Supply
1
2
Less competitive
product
2 Step Up Product’s
Competitiveness
Improve standards’
compliance & distribution
network
3
Less targeted
promotional
programme
3 Realign
Promotional Efforts
Diversify publicity campaign,
point-of-sales promotion
Develop Import
Substitution & LowImport Input Industry
Overdependency on
4
Imported Products
4
5 Unfavourable Trading
Terms
5 Strengthen Import
Protocols
Produce alternative crops &
livestock, implement “houserule”
Toughen bargaining position
& leverage
first impression…
PLAN
MARKETING
MATCHING
GRANT
- nutrition study
- labelling
- packaging
- certification
- machinery
products
- in-store promo
- carnival
- food sampling
- hypermarket
- branding
- tv commercial
promo
STRATEGIES
-
exhibition
business
matching
partners
BUSINESS
DEVELOPMENT
people
- seminar
-
hands-on
new media
industrial visit
TRAINING
COLLABORATE
Texas
Yiwu
Dubai
Tokyo
Brunei
GO
GLOBAL
Bangkok
Singapore Sydney
GO
GLOBAL
IN-STORE PROMOTION
iias Sapporo
22-24 Julai 2016
FOLEO Higashi
HIROSHIMA5-7 Ogos 2016
FOLEO Otsuichiriyama, KYOTO
29-31 Julai 2016
FOLEO Hakata
FUKUOKA 12-14 Ogos 2016
MOU
NEW MARKET
RECOGNITION
THANK YOU
MOHD SALEKHAN OTHMAN
AGRO-BASED INDUSTRY DIVISION
MINISTRY OF AGRICULTURE & AGRO-BASED INDUSTRY