PETALING JAYA: With more support in e-commerce training and facilities, the country’s farmers can reduce reliance on middlemen and cut costs, leading to cheaper vegetables and fruits.
While several online platforms, especially the Agriculture and Food Security Ministry’s AgroBazaar, already facilitate direct transactions between farmers and consumers, encouraging more farmers to adopt these tools is crucial, say experts.
Universiti Malaya agro-industry expert Dr Purabi Mazumdar said the Agriculture and Food Security Ministry can play a key role in promoting these platforms by offering hands-on digital literacy training.
“The ministry can provide workshops in collaboration with local cooperatives or farmer groups. Subsidies for service fees or grants for mobile devices can also help farmers get started,” said Dr Purabi, who is a senior lecturer at the university’s Centre for Research in Biotechnology for Agriculture.
This comes after a recent World Bank findings that although Malaysian farmers are proficient in using precision technology, they lag in adopting financial technology, particularly e-commerce.
Despite some industry scepticism about reducing vegetable prices by eliminating middlemen, the Federal Agriculture Marketing Authority (Fama) said its “Jualan Terus Dari Ladang” or direct-from-farm sales programme has proven otherwise.
Fama reported that vegetables and fruits have seen price reductions of 5% to 30% through the programme, which ensures fresh produce is sold below typical market rates.
“This initiative aims to diversify the market for contract farmers, offering vegetables and fruits at 5% to 30% below market prices while ensuring farmers receive a fair rate, around 50% of the consumer price,” said Fama.
The programme operates through agro markets, Mafi Marts, and selected supermarkets, with supply sourced from various farms nationwide.
Purabi said continuous support is crucial to ensure farmers consistently use technology.
“An around-the-clock helpline with support in multiple languages, including English, Bahasa Malaysia, Chinese and Tamil, would help farmers in real time, especially with setup and troubleshooting,” she added.
To build a successful online platform that connects farmers directly with consumers and retailers, Purabi emphasised the importance of accessibility.
“A mobile-friendly interface with local language options and easy navigation will make it more approachable for farmers, many of whom rely on smartphones.
“The platform should allow farmers to list their products with clear details like origin, pricing, and farming methods to build trust with buyers.”
She also called for secure payment options and real-time updates on inventory and demand to help farmers make informed decisions, reduce waste and maximise income.
“To ensure smooth deliveries, the platform could collaborate with local logistics providers and use smart tracking systems to manage inventory and routes, enabling rural farmers to reach customers,” she said.
In its 30th Malaysia Economic Monitor report, “Farming the Future: Harvesting Malaysia’s Agricultural Resilience Through Digital Technologies”, the World Bank said widespread adoption and scaling of digital agriculture technologies (DATs) could accelerate Malaysia’s journey to high-income nation status.
The report highlighted that DATs could enhance productivity, marketing efficiency, export competitiveness, food security, climate resilience, and social equity.
“Smallholder farmers are particularly well-placed to benefit,” the report said, pointing to the potential of data platforms, precision agriculture, e-marketplaces, and other digital solutions facilitated by DATs.
World Bank country director for the Philippines, Malaysia and Brunei, Zafer Mustafaoglu, said DATs have the potential to transform Malaysia’s agrofood system.
“They can reduce costs, support agrofood value chains, improve information availability and ensure fair access for all stakeholders.
“With a focus on innovation and structural reforms, the agriculture sector is well-positioned to contribute to Malaysia’s economic growth, food security and long-term prosperity,” he said.
