The Federal Agricultural Marketing Authority (FAMA), established under the Ministry of Agriculture and Food Security, is Malaysia’s primary statutory body responsible for the development, coordination, and regulation of the marketing of agricultural products. Headquartered in Batu Caves, Selangor, FAMA plays a pivotal role in strengthening the national food supply chain, empowering agropreneurs, and expanding the global footprint of Malaysian agro-based products through strategic marketing, logistics, and export initiatives.
Core Business Operations
FAMA operates across several interconnected sectors of the agri-food supply chain:
- Agricultural Marketing: Facilitating efficient and equitable marketing of domestic fruits, vegetables, floriculture, and agro-based industry products.
- Agro-based Industry Development: Supporting value-added production and commercialization of processed food products under established branding programs.
- Export Market Facilitation: Coordinating and enabling international market access for Malaysian agropreneurs.
- Digital and Direct Marketing Channels: Operating platforms such as e-FAMA, Agrobazaar Online, and physical Agrobazaar outlets nationwide.
- Entrepreneur Empowerment: Training and financial support programs for agro-based SMEs and cooperatives.
Through a nationwide presence and integration into federal policy-making, FAMA ensures food security and economic empowerment across Malaysia’s agri-sector.
Product and Service Offerings
FAMA supports and markets a wide range of agricultural and processed products under the Agromas brand and through farmer cooperatives:
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Fresh Agricultural Produce:
- Fruits: Durian, Jackfruit, Papaya, Pineapple, Mango
- Vegetables: Chilli, Okra, Eggplant, Long Beans, Cabbage
- Floriculture: Orchids, ornamental plants, leafy greens
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Agro-Based Industry Products (ABI):
- Processed Foods: Chips, sauces, jams, traditional snacks
- Beverages: Herbal drinks, fruit juices
- Frozen Goods: Ready-to-eat local cuisines
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Marketing and Retail Services:
- Agrobazaar Rakyat (People’s Bazaar) for affordable food access
- Online platforms: Agrobazaar Online, MyAgromas
- Farmer Market Programs (Pasar Tani) across urban and rural locations
FAMA acts as a vital enabler between producers and consumers, ensuring equitable access and sustainable trade practices.
Specialisation and Unique Selling Proposition (USP)
FAMA's distinct strengths include:
- Mandated Market Intermediary: As a government body, FAMA is uniquely positioned to align national agriculture with market demand.
- Integrated Infrastructure: Cold chain logistics, quality control labs, processing hubs, and export packaging centers nationwide.
- Brand Development Programs: Assistance for SMEs in product formulation, Halal certification, and brand promotion under labels like Agromas and One District One Industry (SDSI).
- Export Facilitation: Actively connects local producers with global buyers through trade shows, B2B matching, and embassy-supported programs.
These initiatives reinforce FAMA’s role in balancing food security, rural economic development, and export growth.
Financial Performance
As a government agency, FAMA operates under allocated public budgets and performance-based targets:
- Annual Budget Allocation (2023): MYR 560 million (approx. USD 120 million) for agricultural development, marketing programs, and digital initiatives.
- Export Value Facilitated (2022): Over MYR 2 billion worth of agro-food exports were facilitated through FAMA's platforms and initiatives.
- Digital Sales: Agrobazaar Online and e-FAMA collectively recorded over MYR 25 million in digital transactions in 2022.
These figures demonstrate FAMA’s role not only in domestic food logistics but also as a key driver of Malaysia’s agro-export economy.
International Trade and Shipment Data
FAMA supports Malaysian agro-based product exports through various initiatives:
- Trade Fair Participation: Regular participation in Gulfood (UAE), SIAL (Paris), and China-ASEAN Expo.
- Export Hubs: Maintains export consolidation centers at KLIA and Port Klang for efficient customs and international forwarding.
- Key Export Products:
- Durian (frozen and fresh)
- Pineapple (canned and fresh)
- Jackfruit, Mangosteen
- Processed snacks and beverages
FAMA works with MATRADE, Malaysian embassies, and Halal Development Corporation to ensure export compliance and promotional outreach.
Target Markets
FAMA’s target stakeholders include:
- Agropreneurs and Farmers: Enabling upstream producers to access structured markets and value-added chains.
- Retailers and Wholesalers: Supplying fresh produce and processed foods through direct and digital platforms.
- Exporters and Importers: Facilitating B2B connections for global buyers of Malaysian agricultural commodities.
- Consumers: Ensuring food accessibility through initiatives like Pasar Tani and Agrobazaar.
These multiple touchpoints across the value chain establish FAMA as a linchpin of the agri-economy.
Capabilities and Infrastructure
FAMA’s nationwide infrastructure includes:
- 12 Logistic Centers with cold storage and export prep facilities.
- 34 Processing Facilities for cleaning, grading, packing, and semi-processing.
- State-level FAMA Offices across all Malaysian states and territories.
- Digital Infrastructure such as e-FAMA, Agrobazaar Online, and FAMA Trace for product tracking and consumer assurance.
The integration of physical and digital capabilities enables FAMA to scale and support rural and urban food logistics.
Certifications and Compliance
FAMA ensures product quality and compliance through:
- MyGAP (Good Agricultural Practices)
- MyFoodTag: Traceability system for consumers and regulators
- Halal Certification facilitation via JAKIM
- MS 1500 Compliance: Malaysia Halal Standard for food and beverages
- HACCP Implementation in FAMA-managed packing and processing facilities
These certifications position Malaysian agricultural exports favorably in global halal and quality-conscious markets.
Customer Testimonials
“FAMA helped our village cooperative scale its pineapple jam exports to the Middle East. Their export knowledge and logistics support were invaluable.”
— Agropreneur, Johor
“Pasar Tani is an essential market for my family—we get affordable, fresh, locally grown produce directly from farmers.”
— Resident, Kuala Lumpur
“The FAMA Trace system gives our customers confidence in where and how their fruits are grown. It has helped us win export deals in Japan and Singapore.”
— Fruit Exporter, Selangor
These examples highlight FAMA’s impact on farmer livelihoods, consumer trust, and international competitiveness.
Major Achievements
- Facilitated MYR 2 billion in agro-exports in 2022 alone.
- Operates 300+ Pasar Tani locations nationwide for direct farmer-consumer sales.
- Launched Agrobazaar Online and integrated e-commerce with national delivery networks.
- Agromas Products Distributed Nationwide via supermarkets, airports, and exports.
- Empowered 20,000+ Agropreneurs through training, marketing grants, and product development.
- Supported Halal certification for over 1,200 SME products.
The Federal Agricultural Marketing Authority (FAMA) remains instrumental in promoting Malaysia’s agri-food sector domestically and globally—building sustainable supply chains, empowering farmers, and enhancing national food sovereignty.
