Khalid: MAHA is not only for Malaysians but for the global market.— LOW BOON TAT/The Star
SERDANG: The Agriculture and Food Security Ministry is targeting over RM160mil in business sales at the Malaysia Agriculture, Horticulture and Agrotourism Show (MAHA) 2024.
These deals are expected to be generated through activities within MAHA Go Global (MGG), a segment designed as an international trade expo and discussion forum aimed at elevating the nation’s agri-food sector to the global stage.
Taking place from Sept 11 to 22 at the Malaysia Agro Exposition Park Serdang (MAEPS), MAHA 2024 marks its 100th anniversary, with the theme “Harvesting Tomorrow Where Dreams Blossom” to reflects the ministry’s focus on leveraging innovation to address global challenges and ensure the nation’s food security.
MAHA 2024 is expected to attract three million visitors and involve 3,500 entrepreneurs, making it the largest agricultural showcase in South-East Asia.
The exhibition will feature interactive displays incorporating elements of technology and the latest developments in the agri-food sector to enhance resilience in food security.
There will be exclusive business-to-business gatherings from Sept 11-13 for business communities, chambers and investors.
The event will then open to the public from Sept 14-22.
“MAHA is not only for Malaysians but for the global market. It showcases that our entrepreneurs and their products meet world standards in technology, packaging and certifications, ensuring their success internationally,” said the ministry’s business development and investment division secretary Khalid Ibrahim on Sept 10.
He added, “What’s special about this year’s MAHA is the MGG segment, where 16 countries will bring 68 companies to present their products, services and technologies to our visitors and entrepreneurs.
“It also includes Malaysian entrepreneurs involved in agriculture, livestock farming, fisheries and product processing, who have successfully exported their products, technologies and services globally.”
MGG provides a dedicated platform to encourage and catalyse engagement between local industry players and international participants through an interactive business-to-business (B2B) approach.
“This will explore opportunities for collaboration throughout the value chain, including bilateral trade potential, agro-food export, investment and the sharing of expertise and modern technology,” said Khalid.
He explained that the companies participating in MGG have been selected for their competitiveness and export capacity.
The MGG segment focuses on competitive, high-value and export-oriented products, including durian commodities, aquaculture, floriculture, edible bird’s nests and processed food products with global demand.
Khalid said he is optimistic about reaching their KPI of achieving RM6bil in total investment and sales, as well as RM600mil in agricultural and food processing financing, a target to be realised with the support of Agrobank, their title sponsor.
“The main challenge has been the perception of MAHA as a business-to-consumer event, not specific to the business-to-business segment. However, with the cooperation of various stakeholders, we have been able to address this perception.”
He added, “We believe MGG can be further developed, and for those countries unable to join this year, they have committed to participating in the next edition.
MGG will include three main components:
> International Trade Expo: held in Hall C, this expo will feature 138 local and international exhibitors. It will serve as a hub for agri-food industry players to explore trade matching opportunities, promoting their products and showcase their expertise.
> Business and Investment Acceleration Programme: will host trade forums focused on knowledge and technology sharing. Highlights include the Second Annual Food Security Asia Congress (FSA) and the Trade and Export Talk (TexTalk), which will feature speakers from both Malaysia and abroad.
> Hosted Buyer Programme: to bring 73 high-potential buyers to MAHA 2024, facilitating direct interactions between these buyers and Malaysian companies. This, including the business-guided tour, aims to generate significant business deals and investment matches.
The presence of international exhibitors and buyers at MAHA 2024 presents a unique opportunity for Malaysian entrepreneurs.
An online platform also will allow potential buyers to submit inquiries or specify the products they are interested in, streamlining the process and ensuring that participants are well-prepared.
“This approach allows local entrepreneurs to better prepare for generating business opportunities, while potential buyers can efficiently obtain the products or services they require,” Khalid emphasised.
He added that the ministry aims to enhance MAHA’s global image and demonstrate that local entrepreneurs are ready for the world market.
He advised those not currently involved in MAHA to attend to learn, while encouraging visitors to plan their journey to maximise their experience.
“Food security is our shared responsibility. Every family member needs to attend to learn something.”
Early registration as a visitor to the MGG can be done through the official MAHA 2024 website at www.mahaofficial.my.
