The Economic Transformation Programme - Chapter 15

chapter 15
Agriculture
Economic Transformation Programme 513
A Roadmap For Malaysia
Chapter 15: Transitioning

from Agriculture to
Agribusiness
“The global demand for agriculture produce is expanding rapidly and there are many niches that
Malaysia can exploit, given our natural advantages. We aim to double the agriculture sector’s
contribution to Gross National Income by expanding the production of high-value items such as
swiftlet nests and by increasing the percentage of raw produce that is made into downstream
products. Through better infrastructure, management techniques and technology, we also target to
increase the productivity in paddy farming, seaweed farming and temperate vegetables farming
by more than 40%. This will enable farmers participating in our projects to more than double the
monthly income that they receive”
YB Datuk Seri Noh bin Omar
T
he agriculture sector plays an important role in Malaysia’s economic development – providing rural
employment, uplifting rural incomes and ensuring national food security. Traditionally labelled
the poor man’s sector, the face of agriculture is slowly changing entrepreneurial farmers in diverse
businesses from swiftlet nest ranching to large-scale paddy farming have been able to move in to Malaysia’s
top 20 percent income group. Internationally agriculture has become the centre of cutting-edge research
and development (R&D) as the drive to feed the global population within environmentally sustainable
constraints is leading to experimentation in solutions such as vertical farms, laboratory-grown meat and
advanced genetic engineering.
Excluding industrial crops such as palm oil and rubber which are covered in the Palm Oil NKEA, the
agriculture sector contributed RM20.2 billion or about 4 percent of Malaysia’s gross national income (GNI)
in 2009, with a compounded annual growth rate between 2005 and 2009 of 10.7 percent.
The growing global demand for agricultural products provides great potential to expand the sector’s
contribution to GNI and elevate rural incomes. Our aim is to transform agriculture into agribusiness,
moving towards a model which is inclusive but simultaneously anchored on market-centricity, economies
of scale and value chain integration.
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Transitioning from Agriculture to Agribusiness
DEFINITION OF THE AGRICULTURE NKEA
The overall agriculture sector is broad, encompassing industrial crops such as oil palm and rubber, food and
cash crops (also known as agro-food, food that is produced by agriculture) such as paddy and livestock, and
specialty products such as edible bird’s nests and herbs.
The Agriculture NKEA will focus on selected sub-sectors which have high-growth potential, namely
aquaculture, seaweed farming, swiftlet nests, herbal products, fruits and vegetables and premium processed
food (Exhibit 15-1). This will enable Malaysia to tap a large global market that is rapidly expanding.
Exhibit 15-1
In addition, the paddy and livestock sub-sectors were selected due to their strategic nature in ensuring
national food security.
The eight sub-sectors identified above generated total domestic production worth approximately RM16.6
billion in 2009 and account for 82 percent of the GNI contribution of the agriculture sector (Exhibit 15-2).
Exhibit 15-2
Across each sub-sector, the NKEA will adopt an end-to-end approach from breeding to distribution and
encompass support services such as biotechnology and agriculture logistics (Exhibit 15-3). In breeding,
the use of technologies such as molecular markers will be accelerated to ensure crops and livestock have
high-yield and disease-resistant attributes, longer shelf-lives and better taste and nutritional content. In
downstream processing, emphasis will be given to higher-value products such as botanical drugs from herbs
and ready-to-consume edible bird’s nest products.
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Exhibit 15-3
Additionally, emerging areas such as agriculture biotechnology and agriculture logistics will be expanded,
capitalising on the growth of the agriculture sector regionally.
MARKET ASSESSMENT
The world’s population continues to grow and so does the average calories consumed per person, driving
steady demand for agricultural produce. Between 2010 and 2015, global food demand is expected to
increase by 10 percent, while both production and supply will respectively increase by a mere 1.6 percent.
While this points to positive prospects for global agriculture, increased consumer affluence and
governmental response to climate change are driving key changes in the demand for agriculture produce.
These trends are:
• Concern for health and food safety: Consumers are looking for foods that are low in fat, have less
sugar and are free from harmful chemicals. Retail sales of organic foods in the USA and Europe grew at
a compounded annual growth rate of 14 percent between 1997 and 2008, despite the fact that the total
food market grew at only 1.6 percent per annum over the same period;
• Demand for convenience: Busier lifestyles and the increased cost of out-of-home dining is driving
demand for convenient in-home dining products. Sales for premium ready-to-heat meals in the USA,
UK and Japan were worth RM15.4 billion in 2009 and are expected to grow annually at 15 percent up to
2014. In parallel, related segments such as pre-mixed sauces and frozen food are recording strong
growth of 7 percent per annum;
• Concern for environmental sustainability: Due to climate change concerns, governments in

developed markets such as the European Union are forcing retailers and producers to be more
responsible in ensuring environmental sustainability. Large firms such as Walmart and Unilever
are requiring suppliers to adopt good agriculture practices that minimise detrimental impact on the
environment; and
• Increased willingness to embrace exotic foods: Globalisation and the media are increasing
consumer familiarity with different cultures and their foods. As a result, there is increased demand in
developed markets for ethnic foods such as Indian, Chinese, Vietnamese and Japanese cuisine, and
many products are now available in mainstream supermarkets. In parallel, global imports for tropical
fruits such as pineapple, papaya, starfruit and melon increased by a compounded annual growth rate of
9.7 percent between 2001 and 2007.
The message is clear: there is significant market potential that Malaysia can tap, but unless we customise
our products according to market demands and change our practices to embrace food safety and
environmental requirements, the market will be inaccessible. Box 15-1 tells the story of one Malaysian
company that has been successful in premium food exporting of papayas.
Box 15-1
Agribusiness integrated supply chain model: From Lanchang to London
Malaysian AgriFood Corporation (MAFC) has set a new approach to agribusiness, adopting a model that is market-oriented
and integrated across the supply chain, as opposed to one that is production-centric.
A papaya cultivation pilot project in TKPM/TPM Lanchang was set up, where the papaya variety was developed based
on market needs such as firm texture, sweet taste, fragrant aroma and longer shelf life. In addition, compliance to global
standards of food safety, quality and sustainability were ensured to gain market acceptance. Consistency of high quality
papaya cultivation is managed through the use of controlled environment farming facilities that emphasise the use of high
technology production techniques such as fertigation - the application of fertilizers, soil conditioners or other water soluble
products through an irrigation system.
MAFC adopted a contract farming programme to integrate small scale farmers into its model. Contract farmers benefit from
a guaranteed buyback scheme and extension services programmes where Master Growers collaborate and train contract
farmers to ensure precise farm inputs such as supply of seedlings, fertilisers and pesticides and provide technical advice on
achieving optimal yield.
A state-of–the-art consolidation, processing and packaging centre was established to manage post-harvest requirements,
mechanising the sorting and grading of papayas according to size and weight. This precision reduces wastage, a key cost
factor in post harvest management.
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Malaysia has many advantages that position the country to capitalise on the growing global demand for
food products. Our climate allows us to be one of the few countries that can produce items such as tropical
fruit and temperate vegetables as well as swiftlet nests. We are well-endowed with natural resources such
as 4,675 kilometres of coast that can be leveraged for aquaculture. Pristine sheltered coasts in Sabah are
ideal for seaweed cultivation and our bio-diverse flora and fauna can be utilised for herbal products. We
have a significant land bank of 6.6 million hectares already dedicated to agriculture, which can be used more
productively, or reallocated to more marketable products. Our geographical position enables our products
to reach markets such as Singapore, Hong Kong, Japan, China, Australia, the Middle East and European
Union within six hours by air or seven to eight days by ship, enabling us to access 900 million consumers in
the middle-income group.
However, the performance of our agro-food sector lags that of neighbouring countries (Exhibit 15-4). Our
productivity in areas such as rice farming, seaweed cultivation and fruit farming is significantly lower than
competitors. At the same time, while countries such as Thailand are able to be net agro-food exporters,
Malaysia’s agriculture trade deficit has increased. The trade deficit in selected sectors such as fruit,
vegetable, fish, meat, dairy, egg, coffee, herbal products and seeds has increased from RM4.3 billion in 2004
to RM8.5 billion in 2008.
Exhibit 15-4
Poor productivity has resulted in low incomes for farmers, with average paddy farmers earning RM1,400
per month and average fruit farmers earning RM1,860 per month. These earnings includes price support of
RM248 per metric tonne provided by the Government. With rural areas accounting for 35 percent of Ma-
laysia’s population and agriculture accounting for 43.7 percent of rural employment, improving agriculture
productivity is critical to closing the rural-urban income gap, which was 1.00:1.82 in 2009.
If the current situation remains, we will not only fail to capture market opportunities, but see our food
import requirements continue to rise, in a market environment where food prices are rising due to land and
resource scarcity. Three critical issues need to be addressed to effect a transformation: lack of scale econo-
mies, lack of market centricity and focus on low-value products.
Lack of Scale Economies and Ageing Farmer Community
The overriding issue in our agriculture sector is the predominance of small-scale farmers and the lack
of large, industrial-scale companies. For example, the average farm-size in paddy farming is 2 hectares
(economic size is approximately 300 hectares), 2 hectares in aquaculture (economic size is 1,000 hectares
for an integrated operation) and 1 hectare in the cultivation of fruits (economic size is 1,000 hectares in
order to support one sorting, processing and packaging plant). This is in sharp contrast to the oil palm
sector where large companies manage land banks in excess of 500,000 hectares.
At the same time, Malaysia is faced with an ageing farming community, where the average age of paddy
farmers is above 60 years and 40 percent of fruit farmers are above 55 years of age.
The issues of scale and ageing farmers have led to farming not being approached as a business with
profit maximisation objectives. In this context, farmers have had little incentive to invest in new forms of
mechanisation, comply with international food safety standards or adopt good agricultural practices, such
as the precise application of fertilisers.
As a result, products are unable to be sold to premium markets such as the European Union. Additionally,
in certain segments such as fruits and vegetables, wastage due to lack of good collection practices and off-
grade produce can be as high as 40 percent. This results in low incomes for farmers, who sometimes need
Government intervention in the form of subsidies and price support mechanisms.
Lack of Market Centricity
There is a lack of a demand-driven approach in Malaysian agriculture today. For example, there is potential
to increase the export of fresh tropical fruit to the European Union, where annual consumption of papaya
and pineapples has increased by 8 percent and 16 percent respectively over the past five years. However,
these markets want produce that is certified pesticide-free, has longer shelf-life, is more convenient to
consume and farmed according to environmentally sustainable standards. Due to low awareness on the
need for compliance with good agriculture practice and inadequate R&D on post-harvest crop treatment,
Malaysia’s ability to capture these premium markets is limited.
The current approach to agriculture is predominantly production-centric and farmers have poor market
linkages, relying on traders or middlemen to get their output to end markets.
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Focus on Low-value Products
Malaysia is over-focused on the production of commoditised products that capture low market-value. For
example 81 percent of natural products are in the lower value segment such as personal care products (e.g.
facial creams and soap) and nutraceutical (also known as functional food), and only 19 percent are in the
higher value of the nutraceutical segments, and most of these products are not based on Malaysian herbs.
There is insufficient R&D, clinical studies and marketing done to tap into the premium markets that offer
higher margins.
TARGETS AND ASPIRATIONS
The Agriculture NKEA has three main aspirations. First, we target to increase GNI contribution by RM28.9
billion, to reach RM49.1 billion in 2020, more than double the current size of the sector. Second, we target
to create 74,600 job opportunities, the bulk of which will be in rural areas. Third, we target to increase the
incomes of farmers participating in our initiatives by two to four times (Exhibit 15-5).
These achievements will involve capturing higher value for what we produce and increasing productivity.
Downstream investment in higher-value activities will be catalysed for edible bird’s nest, herbal products
and processed food, enabling us to capture up to 10 times the value that we are capturing today. At the same
time, we target to increase average yields for paddy farming, seaweed farming and temperate vegetable
farming by 60 percent, 46 percent and 40 percent respectively.
As a result of the agriculture sector’s transformation, rural employment structures will shift. Agriculture
is currently labour-intensive, but provides subsistence-level employment. Mechanisation and scaling
up will be accelerated. This will support the exit of aged farmers and enable the creation of higher-value
agriculture-related businesses for the next generation of rural workers. Box 15-2 tells the story of a Melanau
farmer who increased his income through swiftlet nest ranching.
Exhibit 15-5
Box 15-2
Swiftlet nests increase income 20-fold for Burkan
In the year 2000, forest fires caused by open burning of forest estates in Kalimantan caused the forced migration of the
edible bird’s nest (EBN) swiftlet to Mukah, providing a unique opportunity for its 50,000 residents to benefit from bird’s nest
ranching activities.
A Melanau farmer, Burkan Aje Mohamed Roslan used to earn no more than RM150 per month to support his entire family.
After realising the income potential from EBN ranching, Mr Burkan worked closely with relatives to save enough money
to build a small EBN house of about 5.66 metres wide and 8.49 metres in length. Building upon guidelines established
via an EBN research project at Universiti Teknologi Malaysia UTM on affordable ranching, most birdhouses in Mukah are
constructed using a small piece of concrete slabs as a base and are supported with walls made from recycled agricultural
by-products, including rice husks and palm fronds. Each birdhouse typically costs less than RM10,000 to build, and most
residents like Mr Burkan typically share the building costs with other investors, in this case his relatives.
Through the implementation of sustainable harvesting practices and by maintaining a network with established larger
producers who buy from him, Mr. Burkan now earns up to RM3000 a month from the sale of his birds’ nests, approximately a
20x increase from his previous income. Other residents of Mukah involved in EBN ranching are also engaged in barter trade,
exchanging the lucrative nests from their EBN premises for necessary household goods.
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16 EPPs to Deliver RM28.9 Billion GNI
To achieve our objectives, we have identified 16 entry point projects (EPPs) and business opportunities that
catalyse the establishment of market-driven, industrial scale and integrated agriculture-related businesses.
These initiatives fall under four themes:
• Capitalising on Malaysia’s competitive advantages
• Tapping premium markets
• Ensuring food security objectives are consistent with increasing GNI
• Expanding participation in the regional value chain
Capitalising on Malaysia’s Competitive Advantages
This theme aims at unlocking value from our biodiversity by venturing into areas where Malaysia has
intrinsic advantages. For example, we have a diverse range of natural herbs, unique native seaweed varieties
in Sabah and a long and underutilised coastline. Five EPPs have been identified under this theme:
• EPP 1: Unlocking value from Malaysia’s biodiversity through high-value herbal products;
• EPP 2: Expanding the production of swiftlet nests;
• EPP 3: Venturing into commercial scale seaweed farming in Sabah;
• EPP 4: Farming through integrated cage aquaculture systems; and
• EPP 5: Rearing cattle in oil palm estates.
Tapping Premium Markets
This theme aims at capturing the growing global market for premium foods. We will focus on efforts such as
expanding production of premium grade fruits and vegetables for export, certified shrimps for export and
premium-processed food such as convenient ready-to-heat meals. Four EPPs have been identified under
this theme:
• EPP 6: Replicating integrated aquaculture model (IZAQs) to tap market for premium shrimp;
• EPP 7: Upgrading capabilities to produce fruit and vegetable for premium markets;
• EPP 8: Strengthening the export capability of the processed food industry through an integrated
processed food park; and
• EPP 9: Introducing fragrant rice variety for non-irrigated areas.

Ensuring Food Security Objectives are Consistent with Increasing GNI
While growing the sector, the Government will ensure that food security objectives are met. As Malaysia’s
population continues to grow, the need for scaling up and increasing productivity of agro-food production,
such as paddy farming, to increase national self sufficiency and reduce subsidy dependency by both farmers
and end consumer s. Four EPPs have been identified under this theme:
• EPP 10: Scaling up and strengthening productivity of paddy farming in the Muda area;
• EPP 11: Scaling up and strengthening productivity of paddy farming in other irrigated areas;
• EPP 12: Strengthening current anchor companies in cattle feedlots; and
• EPP 13: Partnering with a large foreign dairy company to establish dairy clusters in Malaysia.
Expanding Participation in the Regional Value Chain
As markets for food become more globalised, due to better logistics and also broadening of consumer tastes,
we will aim to expand our participation in the agricultural sector in the region. This can be done through
acquiring foreign farms, undertaking contract farming activities overseas and providing regional services in
niches such as molecular marker discovery and validation for breeding. Three EPPs have been identified:
• EPP 14: Establishing a leadership position in regional breeding services;
• EPP 15: Securing foreign direct investment in agriculture biotechnology; and
• EPP 16: Investing in a foreign cattle farming company.
The 16 Entry Point Projects and 11 Business Opportunities will contribute to the increase in GNI of RM28.9
billion by 2020 (Exhibit 15-6). This includes about RM7.4 billion of GNI from the multiplier effect created
by EPPs from other sectors. The largest source of the multiplier effect on the Agriculture NKEA is the Palm
Oil and Wholesale and Retail NKEAs, which is estimated to contribute to 37 and 27 percent of the multiplier
effect respectively. This includes increased demand for agriculture sector output from sales of food products
in new retail outlets.
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Exhibit 15-6
The top 10 EPPs add up to 93 percent of the incremental GNI. The remaining EPPs have a relatively smaller
GNI impact; however they are important either from a food security perspective, from an inclusiveness
perspective or play a key role in supporting other EPPs.
The EPPs are based on the replication of successful ventures and are designed to address economies of scale.
Anchor companies will be created in emerging high-potential areas such as aquaculture, seaweed farming
and horticulture by replicating proven models. At the same time, small-scale farmers will be linked to
anchor companies via contract farming or other models, enabling improved productivity. In paddy farming,
scaling-up will be pursued by incentivising aged farmers to lease their land or allow it to be managed by a
third party on a profit-sharing basis. Box 15-3 tells the story of a Malaysian dairy farmer whose breeding
programme increased yield significantly.
Through the EPPs and business opportunities, we envision a transformation:
• From fragmented and small-scale farms to integrated, clustered and large scale agri-
businesses: Farms will be re-organised to form large and economical clusters supported by modern
infrastructure and central management. Sufficient scale of upstream production in turn enables
expansion into downstream products. In the farming of fruits, a cluster of approximately 1,000 hectares
will be able to support a sorting and packaging plant and processing of second grade produce into
snacks, purees and juices;
• From production-centric to market-driven: Farming activities will be designed to meet market

demands in terms of nutrition content and safety, sustainability and convenience. This will drive supply
chain innovation and upstream and downstream R&D. For example, new methods for rice processing
will be adopted in Sarawak to preserve nutritional content. Anchor companies will take the lead in
working with contract farmers to ensure compliance with food safety and environmental sustainability
standards; and
• From low value-to higher value-add products: Innovation and technology adoption will be
intensified to develop higher value, differentiated and customised products such as clinically-tested
herbal products, premium grade fruits, organic rice and bird’s nest-based products.
Box 15-3
Datuk Yap: “My parents were very poor, and my education was only up
to Form 3…”
Yap started his dairy farm 18 years ago on a 0.8 hectare land in Kampung Ansip, Keningau with only two cattle, loaned by
the Department of Veterinary Science. Today, Datuk Yap’s company, Evergreen Sdn Bhd runs the largest private dairy farm in
Malaysia, with 5,000 cattle, 2,000 deer, an integrated milking house and an accredited halal abattoir.
Among his success factors were establishing his own breeding programme using artificial insemination techniques. Sexed
semen is sourced from the USA to ensure female offspring and strong quality breeds. In addition, strict culling is practiced
whereby only cows producing 12.5 litres of milk a day or more are kept for the dairy, while the rest are slaughtered for meat.
Good animal husbandry practices are adopted such as prevention of in-breeding and ensuring the quality and sufficiency
of feed by planting fodder on the farm.
Datuk Yap’s farm supplies 60 percent of Sabah’s dairy milk requirements and it is a successful model for the local dairy
industry to emulate.
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The EPPs are spread geographically to promote balanced growth and promote economies of scale in
infrastructure development (Exhibit 15-7).
Exhibit 15-7
CAPITALISING ON MALAYSIA’S COMPETITIVE ADVANTAGE
Malaysia has significant competitive advantages that the agriculture sector can leverage, including its
biodiversity, sheltered pristine coast suitable for the cultivation of seaweed, native birds suitable for the
harvesting of edible bird’s nest and 4.7 million hectares of oil palm plantations that can be tapped for crop
or animal integration.
EPP 1: Unlocking Value from Malaysia’s Biodiversity through High-Value Herbal

Products
Rationale
Global trade of natural products, which amounted to RM777 billion in 2006, is projected to triple by
2020. The shift in healthcare, denoted by global growth in nutraceuticals, towards a preference for
natural products with therapeutic value provides opportunities for Malaysia to become a significant global
player, given our rich biodiversity. However, the majority of local products are largely in the low-end
market segment such as fortified beverages. Diversification towards high-end herbal products based on
standardised extracts and validated by clinical studies remains weak due to lack of industry champions,
weaknesses in local R&D, large investment required for clinical studies and difficulty in penetrating
international markets.
Actions
To address these issues and move up the value chain, six programmes will be implemented under a
coordinated national project. The aim is to strengthen product quality and marketing efforts to penetrate
global export markets for nutraceutical products and botanical drugs. Several popular Malaysian herbs have
been identified as the focus, including Tongkat Ali, Kacip Fatimah and Misai Kucing.
Establish four herbal centre of excellence clusters. Each centre will respectively lead R&D in
discovery, crop production and agronomy, standardisation and product development and pre-clinical
studies. The centres of excellence will be responsible for coordinating research amongst research
institutions, establishing strategic research collaborations amongst domestic and international institutions,
ensuring quality of research output and obtaining intellectual property rights on the research findings.
Promote and market internationally a national brand as the identity of Malaysia’s healing
and beauty tradition. Local herbal products will be exported under the umbrella brand. Government will
work with foreign regulators to facilitate the registration of Malaysian herbal products in their markets. This
will reduce the need for individual companies to invest in branding and product registration.
Develop herbal cultivation parks in Durian Mentangau and Pasir Raja in Terengganu, Cegar
Perah in Pahang and in Rantau Manis, Kelantan. This is to ensure adequate and consistent supply
of raw materials. The parks will undertake herb cultivation at commercial scale based on a contract-farming
model.
Each 400-hectare park will allocate 40 percent of its land to be cultivated by more than 50 out-growers.
The out-growers will benefit in terms of technical skills development, production quality assurance, secure
off-take and income from the anchor company. It is anticipated that out-growers will have the potential earn
RM3,000 per month.
Expand extraction facilities. There are currently limited commercial-scale facilities; most are small or
of pilot scale and not designed to operate commercially. New facilities will be built, each with a capacity of
1,000 kilograms per week to supply the industry with reliable, premium quality extracts at competitive cost.
Enablers
The Malaysian Herbal Development Council will be set up to be responsible for the end-to-end development
of the herbal industry, including setting strategic directions and developing appropriate policies and
regulations for the benefit and growth of the industry. The council will consist of members from both
Government and private sectors and will enable coordination across 24 government, state authorities and
private sector bodies currently involved in this sector.
While the main EPP for herbal products focus on five popular herbs, two related business opportunities
have been identified. There is potential to capture value from the development of other herbs. Funding
will be provided to accelerate the commercialisation of new products that are based on these herbs. Local
manufacturers will be supported to move up the value chain through the provision of financial assistance,
R&D support and marketing efforts.
Additionally, the possibility of acquiring a foreign distributor with large distribution networks in strategic
markets such as the US, EU or China will be studied and pursued. This is to assist in overseas market
penetration of Malaysian herbal products.
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Funding
A dedicated herbal fund of RM533 million from public funding will be establish beginning from 2011
which includes grants to support upstream research and funding of pre-commercialisation activities such
as pre-clinical, product development and clinical studies. In addition public funding of RM69 million is
needed for facilities upgrade and investment in the herbal park. The private investment in the herbal park
and extraction facilities is estimated to be RM237 million. The total capital investment for this EPP is thus
RM839 million.
Impact
The targetted GNI from this EPP is RM2.2 billion by 2020 from high-value products based on five core
herbs. There will be a total of 1,800 jobs created with opportunities for 300 manufacturers to upgrade their
services from mere trading and packaging to high-end manufacturing of innovative formulations as well as
prospects for 1,500 rural farmers to move up the value chain into primary processing.
EPP 2: Expanding the Production of Swiftlet Nests
Rationale
The annual global market for swiftlet nests is RM10.2 billion, of which Malaysia is currently the second
largest producer with RM1.5 billion in sales. From a consumer perspective, Malaysia’s output consistently
fetches 20 percent more in the global market relative to our main competitor, Indonesia, due to more
consistent quality. However, although the local industry has seen rapid growth of approximately 20 percent
per year since the early 2000s, future prospects are dim due to insufficient regulation, a depleting wildlife
population and lack of research in productivity improvement and downstream uses.
Actions
By building on Malaysia’s status as a recognised supplier and resolving key challenges within the industry,
we aim to capture 40 percent of the global market by 2020 with increased production from 290 tonnes to
870 tonnes and increased domestic processing into downstream products.
Develop comprehensive legislation and guidelines to ensure sustainability of harvesting,

animal welfare, consumer health and safety and regulated premises. This will allow Malaysia
to become the first country to comprehensively regulate the production of edible bird’s nest. By December
2010, the Ministry of Agriculture (via the Department of Veterinary Services) will table detailed proposals
and amendments to current laws as well as promote the industry’s best practices.
Establish an additional 70 Malaysian-owned processing facilities. At the moment only 30

percent of the local swiftlet nest production is processed domestically. Through the provision of financing
opportunities and certification of manufacturing facilities, a target of 50 percent of all local products would
be processed by Malaysian firms by 2020.
Enablers
A direct market-to-consumer link will be established by facilitating more direct link between local
entrepreneurs to the export destination primarily China and Taiwan. Currently, 80 percent of all swiftlet
nest trading and consolidation is conducted in Hong Kong. Through the establishment of a comprehensive
traceability programme and the provision of sufficient export licenses, a target of 50 percent of all local
products will be sold direct to the common consumers by Malaysian firms by 2020, enabling a higher
margin to be captured.
An R&D programme on mechanising post-harvest processing will be set up, with the objective of completely
mechanising the de-feathering process without damage to the end product. This can potentially reduce post-
harvest processing costs by 80 percent.
Opportunities for entrepreneurs to enter into upstream production will be made simpler. Marine wood
bird’s nest premises only require start-up capital of RM10,000. Agrobank has introduced a low-interest
financing scheme for rural entrepreneurs, requiring no collateral. In parallel, standard operating procedures
and training will be provided.
Through increasing funding for clinical trial research, health claims regarding the benefits of swiftlet nests
will be certified, allowing for larger market access overseas and strong export potential for local companies
who develop final products based on swiftlet nest extracts. The estimated market size for finished products
using swiftlet nest extracts is RM29 billion, and we target to capture 30 percent of this market by 2020.
Funding
It requires total cumulative investment of RM1.8 billion until 2020 to build processing plants and
associated structures, with public funding requirements of RM64 million to facilitate R&D, enforcement and
traceability.
Impact
The targetted GNI impact is RM4.5 billion by 2020. This will generate 20,800 jobs and establish Malaysia
as the primary recognised supplier and certifier of raw and processed swiftlet nests globally.
EPP 3: Venturing into Commercial Scale Seaweed Farming in Sabah
Rationale
Sabah is well-placed to grow seaweed due to its strategic location in the Coral Triangle together with
Indonesia and Philippines. This triangle supplies nearly 80 percent of Kappaphycus seaweed, which is
highly sought-after in the processed food and pharmaceutical industries. However, traditional and labour-
intensive farming practices have resulted in a low average yield of 1.5 metric tonnes of dried seaweed per
hectare per year over the total cultivated area of 8,000 hectares.
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Actions
We aim to transform the industry to a high-yielding and commercial scale business by leveraging our
strength in R&D and strong downstream infrastructure. The seaweed mini-estate initiative aims to increase
yield from 1.5 metric tonnes to 5 metric tonnes of dried seaweed per hectare per year in a farmed area
totalling 28,000 hectares. Six varieties of seaweed will be cultivated based on their carrageenan yield and
growth rate.
Implement seaweed cultivation immediately in areas such as Pulau Omadal, Pulau Selakan
and Pulau Sebangkat. The Sabah state government has designated 7,500 hectares of new areas
for seaweed cultivation under Industrial Aquaculture Zone (ZIA), and an additional 20,500 ha will be
designated by 2020.
More than five anchor companies will manage clusters of 200 hectares each. This is to ensure
each anchor company is able to optimise cost and mitigate operational challenges such as water movement
and weather variations. The anchor companies will link to smaller scale farmers by providing training and
apprenticeship programmes, targetting the local community, particularly youth.
The Government, in collaboration with universities, will assist anchor companies by issuing
farm-operating procedures and providing extension services. Best practices in the production
value chain have been developed and will be rolled out, such as mechanical harvesting, which improves
harvesting efficiency by nine times from 1 metric tonne per day to 10 metric tonnes per day and the tie-tie
system, which reduces the time at sea for cultivation by 60 percent.
Seek secure investors to establish two factories. Factories will have production capacity to process
between 20 and 50 metric tonnes of dry seaweed per day each, to be built in 2013 and 2015 respectively, to
complement existing factories to cater for the increased production.
Funding
Total investment required for this EPP is RM700 million with RM176 million in public funding to facilitate
investment of basic infrastructure such as nursery for seedling, drying and storage facility as well as
accommodation quarters for workers.
Impact
We target to increase dried seaweed production to 150,000 metric tonnes, compared to 13,500 metric
tonnes in 2009. Out of this, 20 percent will be exported in dried seaweed form and the remaining 80
percent will be processed to produce high value-add alkaline treated chips and semi-refined carrageenan.
The targetted GNI impact by 2020 is RM1.4 billion. An additional 12,700 jobs will be created in Sabah with
worker welfare addressed through accommodation and medical benefits.
EPP 4 and 5 and Business Opportunity 1, 2 and 3
Two other EPPs and a related business opportunity are described in Table 15-1.
Table 15-1 : Other EPPs and Business Opportunities
GNI Impact,
Description Owner
Jobs and Funding
EPP 4: Farming using integrated cage aquaculture Department of Fisheries GNI: RM1.4 billion
Promote large scale, anchor company-driven cage Jobs: 10,100 jobs
farming that focuses on three species that have high Total funding: RM717 million with RM92
export value, i.e. grouper, sea bass and tilapia. The million public funding
integrated farms will use the latest cage technology
in the form of galvanised iron and high density poly-
ethylene cages. A developmental rebate for basic
infrastructure will be provided to large companies to
expedite project implementation.
EPP 5: Rearing cattle in oil palm estates Malaysian Palm Oil GNI: RM150 million
Cattle-rearing companies will contract with large Board Jobs: 3,600
oil palm plantations, especially GLCs, to rent their Funding: RM 343 million with RM 143 million
land for cattle-rearing purposes. The focus is on public funding
structured, rotational grazing to ensure profitability
and sustainability. We target to increase the number of
cattle in oil palm estates by 300,000 by 2020.
Business opportunity 1: Nutraceutical products Undisclosed investor GNI: RM259 million

There is potential to capture value from the Jobs: 400
development and commercialisation of products Funding: RM18 million with RM 10 million
based on other herbs. ation of new other herbs. Local public funding
manufacturers will be supported to move up the value
chain through the provision of financial assistance,
R&D support and marketing efforts.
Business opportunity 2: Foreign distributor Undisclosed investor GNI: RM612 million

There is the possibility of acquiring a foreign distributor Funding: RM256 million from entirely private
with large distribution networks in strategic markets sources
such as the USA, EU or China will be studied and
pursued. This is to assist in overseas market penetration
of Malaysian herbal products.
Business opportunity 3: Ornamental fish farming Department of Fisheries GNI: RM630

Capturing increased value from ornamental fish Jobs: 100
exports through establishing own branding and Funding: RM32 million from entirely private
marketing channels as opposed to relying on other sources
countries to export Malaysia’s products. In addition,
by intensifying R&D, introduce specific pathogen-free
fries to improve yield and quality.
532 Chapter 15
TAPPING PREMIUM MARKETS
Increasing consumer affluence is driving concerns for health and food safety, growing demand for variety
and convenience in food consumption and building awareness on environmental sustainability. Across
agriculture sub-sectors, products with food safety certification or those able to meet consumer needs for
convenient consumption can capture a premium. Malaysia has developed successful models in aquaculture
and horticulture that can capitalise on this trend.
EPP 6: Replicating Integrated Aquaculture Model (IZAQs) to Tap Market for Premium
Shrimp
Rationale
The global demand for fully-certified and traceable seafood has increased from 20,000 metric tonnes to
600,000 metric tonnes in the last five years. This robust growth for fully-certified seafood is driven by
commitments of global buyers, more stringent requirements from international regulatory agencies and
growing affluence in Asia and the Middle East. Natural endowments and strong infrastructure provide a
unique opportunity to position Malaysia as a country of origin for quality seafood.
Actions
Implement a new approach to producing fully-certified and traceable seafood in a
sustainable manner through IZAQ. The IZAQs are a network of industrial scale, land-based
aquaculture zones that will be championed by strong anchor companies. Each IZAQ will have integrated
infrastructure consisting of hatcheries, grow-out areas, a processing plant and feed-mills on a 1,000 hectare
site.
A target of 10 IZAQs will be established in Kedah, Pahang, Sabah, Sarawak and Terengganu. These sites
were selected based on suitability of land, water quality and availability of local workers within the vicinity.
Private sector investors will develop and operate the IZAQs, while the federal government will assist in
developing the basic critical infrastructure such as access road, electricity and clean water supply for the of
the sites. Respective state governments will provide access to land.
Each IZAQ will be led by an anchor company and SMEs will be involved in leasing pond modules through
a contract farming concept. Anchor companies will deploy and enforce standard operating procedures at
all pond modules to ensure production quality complies with certification requirements. A skills-training
centre will be set up to develop the skills of workers, and these centres will be linked to public universities to
enable certification and access to quality instruction.
Establish an R&D facility to focus on developing breeding programmes for SPF shrimp
and other species as well as health, nutrition and aquaculture related technologies. The
preliminary site identified is in Langkawi, leveraging the existing fisheries research institute and the suitable
sea conditions.
Build a fully accredited diagnostic facility to address the issue of food safety and traceability.
This will include a credible on-site verification system that will ensure aquaculture products in IZAQs
meet the highest international requirements in terms of certification. Associated with this, training
programmes will be developed to upgrade knowledge on standards for government officials and agencies. In
collaboration with anchor companies, the Government will establish training programmes to increase the
number of certification auditors and upgrade the knowledge of scientists in the aquaculture industry.
Introduce a pilot aquaculture insurance scheme as well as attractive funding programmes

to facilitate private sector investment in the IZAQs. We will evaluate a model whereby the anchor
company guarantees off-take of the shrimp, enabling a credit guarantee to back private-sector lending.
Anchor companies will be encouraged to build and operate feed mills that also cater to grow-out farms.
Other companies can also be encouraged to join the industry through strategic partnership with grow-out
companies, where the feed companies build the infrastructure and handle the operations and the grow-out
companies provide a captive market.
Set up aquaculture export centres near major airports to facilitate the export of live and
chilled fish to major importing countries such as Hong Kong, Taiwan and Japan. To enable air
freight as a more economically-viable portion for fish exporters, the centres will have modern technologies
to reduce the weight of fish to water ratio from 3:1 to 1:1. Box 13-4 tells the story of one Malaysian company
that has been successful in exporting live grouper by air.
Funding
The total funding requirements for the EPP is RM3.2 billion with RM1.6 billion from public funding for
R&D, skill development centre and developing common and critical infrastructure.
Impact
The IZAQs will be developed in rural areas and are expected to generate a GNI impact of RM1.3 billion.
Approximately 11,900 rural jobs will be created by the EPP, and annual wages will total RM200 million.
EPP 7: Upgrading Capabilities to Produce Fruit and Vegetables for Premium Markets
Rationale
Malaysia’s location in the tropical belt with an annual average rainfall of 2,000 millimetres is ideal for the
farming of premium tropical fruits. In addition, our highland areas, which have consistent temperatures
between 14°C and 28°C are suitable for farming temperate crops. However, issues of scale, lack of
integration across the value chain and limited compliance to global food safety standards have hampered
the ability to tap into the growth of the premium, food safety-assured market for fresh fruits and vegetables.
Rationale
We intend to increase production of better quality and better tasting fruit and vegetables that comply
with food safety standards, thereby enabling access to premium markets in the Middle East and Europe.
Premium varieties of tropical fruit such as the eksotika papaya, MD2 pineapple, KR1 rock melon, B10
starfruit, J32 jackfruit, Cavendish banana and three highland vegetables i.e. tomato, capsicum and lettuce
will be the core crops.
534 Chapter 15
Identify anchor companies to lead the implementation using an extended supply chain
model. The model is market-oriented, where production at the farm is based on a crop calendar derived
from forecast market demand. The anchor company will manage contract farmers and coordinate
processing and distribution. To ensure acceptance by export markets, the anchor company will lead
compliance to relevant international standards such as GAP, HACCP and GMP with emphasis on
traceability of produce from farm-to-fork. In addition, the anchor company will coordinate the post-harvest
management facilities to extend storage and shelf-life and preserve the quality of fresh produce during
transportation.
Up-scaled and on-boarded existing farms as contract farmers to the anchor company to
achieve greater economies of scale. Four Taman Kekal Pengeluaran Makanan (TKPM) and one
Taman Pertanian Moden (TPM) will produce papaya, starfruit and rock melon. In addition, 9,000 hectares
of oil palm plantation land owned by a large GLC have been identified for intercropping of banana and
pineapple during the first three years of the oil palm replanting period.
In all, 488 hectares of high-tech farms will be developed in Lojing through expansion of new land (288
hectares) and Cameron Highlands through the intensification of existing farms (200 hectares). The farms
will be equipped with controlled-environment farming infrastructure such as greenhouse and fertigation
control systems to control farm inputs.
Government and farmers to work together to establish a farmers’ cooperative. The objective
is for the cooperative to eventually take over some of the roles of the anchor company when the anchor
company scales back to focus on value-added services such as marketing, branding and production
planning, thus ensuring inclusiveness for the farming community.
Funding
The EPP will require RM1.4 billion investment with RM540 million from public funding to develop
necessary infrastructure such as roads.
Impact
Increased export market penetration will enable the capture of higher prices for the produce, thereby
enabling farmers to earn a monthly income of approximately RM4,500 per hectare. This EPP is expected to
contribute RM1.6 billion to GNI and 9,100 jobs by 2020.
Box 15-4
Exporting live grouper by air to capture higher value
SKC Group started operation in 1960, focusing on traditional capture fishing before diversifying into trading, wholesaling,
processing and distribution. As capture fishing became increasingly stagnant, the Group ventured into aquaculture farming
in 2005. Based in Sungai Johor, the farm started with 500 traditional cages focusing mainly on sea bass for domestic
consumption.
Realising that the local industry was still very traditional in its approach compared to other major producers, SKC embarked
on several programmes to modernise its farming practices. It has established working arrangements with a leading
Taiwanese university to develop specific pathogen resistant vaccine and is currently working with the Department of Fisheries
to build a modern hatchery in Pulau Pangkor. In addition, it introduced new farming methods such as steel net cages to
improve yield and reduce operational costs. As a result, it now has more than 3,000 fish cages of various species including
grouper, pomfret, snapper and threadfin thus making it one of the largest companies in Johor.
EPP 8: Strengthening the Export Capability of the Processed Food Industry by

Establishing an Integrated Food Park
Rationale
Increased consumer affluence is driving busier lifestyles and across most major markets, the demand for
ready-to-heat meals and other convenient in-home dining products are forecasted to rise by more than 10
percent per annum. Malaysia currently has a negative trade balance for edible products and preparations,
with only 2 percent out of 3,800 companies involved in canned and bottled food and 8 percent in meat and
fish processing. Most of these companies operate on a small scale. Excluding oils and fats companies, 75
percent of companies recorded annual revenue of less than RM10 million in 2005.
Due to their small scale, these companies are unable to supply consistent volume of outputs, invest in
international marketing, upgrade technologies used in production or innovate their products. Additionally,
necessary raw materials, such as chicken compliant with World Organisation for Animal Health (OIE)
standards is lacking, preventing the end products from being accepted in premium markets.
Actions
Reorganise and scale-up the industry through domestic anchor companies that will establish
four integrated food parks in phases. The target is to complete the first cluster at the end of 2013,
two in 2015 and the final one in 2018. The anchor companies will be responsible for obtaining product
certification (such as standards on halal, food safety, organic and natural foods), packaging, branding and
marketing and managing suppliers. These companies will establish a network of raw material providers,
ingredient providers and end product manufacturers within the food park, either through relocation or
expansion of existing small and medium enterprises (SMEs).
Pursue the involvement of foreign partners. They will strengthen market access through contract
manufacturing arrangements, equity sharing and licensing out of proprietary products and brands. Existing
incentives provided for under the Promotion of Investment Act will be leveraged.
536 Chapter 15
Leverage linkages of institutions such as MARA and SMECorp to the SME base in Malaysia to
identify potential SMEs to be migrated. Through support provided by the anchor companies, SMEs
can concentrate on producing one to two product lines each based on the anchor company’s specifications,
thereby enabling them to achieve scale and compliance to higher standards. Issues of taking the product to
market and modifying the specifications of the product to suit the requirements of different markets will be
handled by the anchor company.
Funding
This EPP is fully funded by RM575 million of private investment.
Impact
The target GNI contribution from this EPP is RM884 million. An additional 4,900 jobs will be created and
Malaysia’s trade deficit in edible products and preparations will be reduced.
EPP 9 and Business Opportunities 4, 5, 6, 7, 8 and 9
One EPP and five related business opportunities are described in Table 15-2.
GNI Impact,
Description Owner
Jobs and Funding
EPP 9: Introducing fragrant rice variety for non- Malaysian Agriculture GNI: RM100 million
irrigated rice farming Research Institute
A new rice variety (MRQ76) has been developed
by MARDI, which has 80 percent similar attributes to
foreign fragrant rice, thereby enabling it to tap the
higher-end rice market, compared to normal white
rice. The focus is on cultivating MRQ76 in rain-fed
areas, leveraging its draught tolerant attributes, which
will enable yields in rain-fed areas to increase.
Dedicated areas will be identified for the farming

of this variety, to ensure no contamination by the
normal white rice variety, and dedicated millers will
be appointed to prevent contamination and preserve
the product’s brand identity in the consumer market.
This premium identity will enable farmers to fetch a
price for unmilled rice that is 20 to 30 percent higher,
increasing their incomes.
Business opportunity 4: Aquaculture feed mill Undisclosed investor GNI: RM427 million
There is a business opportunity to develop feed mills Jobs: 300
for aquaculture. Funding: RM 94 million with RM5 million
from public funding
Business opportunity 5: Aquaculture export centre Undisclosed investor GNI: RM114 million
There is a business opportunity to develop Jobs: 100
aquaculture export centres. Funding: RM16 million entirely from private
sources
GNI Impact,
Description Owner
Jobs and Funding
Business opportunity 6: Snacks Industry Agro-based industries GNI: RM828 million Jobs: 4,900
The US and European organic and natural snacks Division, Ministry of Funding: RM976 million entirely from private
market is growing at more than 20 percent per Agriculture sources
annum. The EPPs will increase domestic production
of fruits by 500,000 metric tonnes. Fruit that is not
sold as fresh fruit will be separated and sent to a
processing plant nearby. New technologies, such
as instant pressure drop, will be used to produce
high quality dried fruit snacks from papaya, starfruit
and pineapple that preserve more of the nutrition,
taste, texture and volume of the fruit. Certification
from international bodies will be obtained to enable
the product to claim that it is natural, while relevant
product registration will be performed to support
functional and nutritional claims in target markets. The
aim is to sell the products at a premium of 30 to 100
percent.
Business opportunity 7: Free-range chicken rearing Department of GNI: RM200 million

Addition of 20,000 poultry per year within oil palm Veterinary Services Jobs: 6,000
plantations to target the growing market for free range and Malaysia Palm Oil Funding: RM240 million entirely from private
and organic chicken. Board sources
Business opportunity 8: Button mushroom farming Department of GNI: RM182 million

Malaysia imports many types of mushrooms Agriculture Jobs: 1,300
including dried, canned and fresh forms as local Funding: RM506 million with RM102 million
mushroom cultivation is lacking. However, Malaysia public funding
has favourable agro-climatic conditions for industrial
production of mushrooms and companies that are
successfully cultivating mushrooms on a large scale
basis. The Department of Agriculture will facilitate the
establishment of mushroom-farming businesses by
providing standard operating procedures based on
successful models and coordinating with Agrobank to
provide funding.
Business opportunity 9: Packaged fruit production Department of GNI: RM54 million

such as jackfruit Agriculture Jobs: 800
Jackfruit products such as ready-to-eat fresh Funding: RM26 million with RM6 million
jackfruit, juice and vacuum-fried chips are growing public funding
increasingly popular in markets such as China. These
minimally processed products are much simpler to
export than the whole fresh fruit, which typically would
not be able to meet the phyto-sanitary requirements
of export markets. Anchor companies amongst
medium-sized SMEs will be identified to establish
minimal processing operations including a hygienic
processing room of between 15°C and 20°C and
basic operations such as chilled-water immersion,
cutting and pre-treatment.
538 Chapter 15
ENSURING FOOD SECURITY OBJECTIVES ARE CONSISTENT WITH

INCREASING GNI
For food security reasons, it is necessary for Malaysia to ensure a certain level of self-sufficiency in rice and
key proteins. The NKEA targets to increase domestic production so that Malaysia can produce 85 percent
of domestic consumption in rice, 40 percent of domestic consumption in beef and 5 percent of domestic
milk consumption by 2020. However, key issues such as lack of economy of scale and poor value chain
integration are causing domestic producers to be uncompetitive and dependant on a significant level of
Government assistance. The EPPs under this theme have been designed to address the core issue of scale
and replicate successful ventures in Malaysia and elsewhere.
EPP 10: Scaling Up and Strengthening Productivity of Paddy Farming in the Muda
Area
Rationale
The Muda granary area accounts for 40 percent of national rice production and 22 percent of rice
cultivation area. The average yield is 5 tonnes per hectare per season, higher than the national average of
3.74. Although soil quality is generally good (60 percent of the area has soil class 1 or 2), irrigation intensity
is low (18 metres of irrigation per hectare, compared to more than 30 metres per hectare in granaries other
than those for the Muda Agriculture Development Authority, MADA), the majority of farms are small
(average farm size is 2 hectares) and the farming community is elderly (average age of farmers is more than
60 years).
Actions
We will promote commercial-scale farming, improve irrigation density and accelerate the use of new
technologies with the target of increasing average yield to 8 tonnes per hectare by 2020.
Establish a unit in the Muda Agriculture Development Authority (MADA) by Q1 2011 to

provide standardised land management contracts and monetary incentives to encourage
landowners to outsource management of their land. Currently, although 25 percent of landowners
already outsource the management of their land, the prevalent form of contract is fixed rental of
approximately RM2,000 per season, i.e. RM667 per month. Additionally, contracts can sometimes be
verbal, without proper protection for the rights of either landowners or tenants.
Three models of land management contracts will be supported, namely fixed rental, profit sharing and fixed
management fee models:
• Fixed rental: The tenant pays the landowner a fixed rental every season, part of which is paid in
advance, e.g. five seasons of rental paid in advance. All risks of the venture including fluctuations to the
paddy price of unmilled rice and costs of farming are borne by the tenant;
• Profit sharing: The tenant and landowner share the risks, revenue and costs of the venture. However,
the tenant guarantees the landowner a minimum income equivalent to the prevailing rental rate; and
• Management fee: The landowner hires the tenant to farm the land. The tenant receives a fee for
every tonne of net output produced. All fluctuations in revenue (i.e. paddy price) and costs are borne by
the landowner.
MADA will act as a master tenant operator, creating parcels of economically-sized lots, e.g. 100 hectares
each, and employing existing operators or farmer cooperatives to manage these large farms.
Improve irrigation intensity, prioritising the areas with highest potential for yield gain.
Currently, only 44 blocks in MADA have tertiary canals, which results in some areas receiving water only
after 30 days. Rice is a crop for which water management is critical, i.e. the water level has to be maintained
between 50 and 100 millimetres during the 20 to 90 day growing period. Therefore, we plan to extend
tertiary canals to another 128 blocks by 2020, thereby improving irrigation intensity to 30 metres per
hectare.
MADA will establish a subsidiary that will be involved in the entire rice value chain, from
seed supply to rice processing and wholesaling. The subsidiary will be co-owned by farmers who join
the land outsourcing scheme and other private sector stakeholders. This commercial entity will work with
existing service providers in order not to create an over-supply situation. The establishment of this entity
will create the first integrated rice company in Malaysia, and enable farmers to share in the value captured
in the downstream segment. The company will guarantee a minimum income for farmers who join the
scheme. Box 15-5 tells the story of an Australian company that operates across the entire rice value chain
and has the highest average yield in the world.
Intensify the adoption of technologies across the value chain. In seed R&D, technologies such as
molecular markers and genetic engineering will be intensified. In the field, the use of effective microbes to
enhance soil fertility, nano fertilisers to improve absorption of nutrients and larger scale mechanisation
will be researched. Technologies such as instant pressure drop will be explored in milling to reduce energy
costs in the drying process and improve recovery. Additionally, higher value uses for paddy straw (such as
environmentally-friendly packaging material) will be encouraged by resolving basic issues such as collection
of straw from the field.
Funding
The total investment of this EPP is RM2.7 billion from public funding with RM2.2 billion to intensify
irrigation and RM0.5 billion needed to provide incentives for small rice farmers to lease their land or agree
to be managed on a profit-sharing basis by larger operators.
Impact
By 2020, significantly larger farms, commercialisation of rice farming and more farmers participating in
downstream activities will improve farmers’ incomes by at least 30 percent (if they elect to be passive) or by
more than five times (if they are employed to operate large scale farms). Their dependency on subsidies will
also be reduced over time.
The targetted GNI contribution from this EPP is RM1.0 billion. There will be a reduction of 14,900 low-
value jobs.
540 Chapter 15
EPP 11, 12 and 13
Three other EPPs are described in Table 15-3.
Table 15-3 : Other EPPs
GNI Impact,
Description Owner
Jobs and Funding
EPP 11: Scaling up and Strengthening Productivity KADA GNI: RM1.4 billion
of Paddy Farming in Other Irrigated Areas Department of Jobs: Reduction of 9,600 low-value jobs
The model to be adopted in the Muda area, Agriculture Funding: RM1.8 billion entirely from public
particularly the provision of incentives to encourage Ministry of sources
outsourcing of land management and the setup of an Modernisation in
integrated rice corporation, will be replicated in the Agriculture, Sarawak
KADA granary and in areas such as Batang Lupar in
Sarawak and Kota Belud in Sabah.
In granaries managed by Integrated Agriculture

Development Authorities (IADA), the focus during
the initial stage will be on providing incentives to
encourage outsourcing of land management.
EPP 12: Strengthening Anchor Companies in Cattle Department of GNI: RM183 million
Feedlots Veterinary Services Jobs: 2,000
Expansion of feedlot capacity by 240,000 heads in Funding: RM634 million with RM121 million
Malaysia via an increase in the number of small-scale of public funding
feedlotters and development of one anchor company
to strengthen the link between farm and consumer.
Animals will be brought into the country at optimum
size to ensure the majority of value can be captured
in Malaysia versus merely serving as a retail hub for
already fattened animals.
EPP 13: Partnering with a Large Foreign Dairy to Department of GNI: RM326 million
Establish Dairy Clusters in Malaysia Veterinary Services Jobs: 800 jobs
Development of three dairy clusters with 27,000 heads Funding: RM709 million with RM184 million
of dairy cattle and downstream processing facilities, of public funding
to increase the Malaysia’s milk sufficiency from 2
percent to 5 percent by 2020. Re-introduce the school
milk programme to improve consumer perception
of the local dairy industry while ensuring a steady
purchaser.
Box 15-5
SunRice: From Seed to Plate
SunRice is a brand name for rice and rice-based foods produced by Ricegrowers Limited, Australia. The company is involved
in the whole rice value chain from seed production, paddy farming, milling and rice processing, up to marketing, distribution
and export of rice and rice-based products. Ricegrowers Limited belongs to around 2,000 farmer families who grow rice in
the Murrumbidgee and Murray valleys of New South Wales and Victoria. Through the consolidation of land in the 1970s and
1980s, the average size farm is around 400 hectares per family, while their average yield is 10 metric tonnes per hectare,
which is the highest average yield in the world.
EXPANDING PARTICIPATION IN THE REGIONAL AGRICULTURE VALUE CHAIN
The agriculture sector is expected to undergo rapid expansion in the region, with the sector’s growth
in Indonesia, Vietnam and Thailand already recording growth of 16 percent, 24 percent and 11 percent
respectively from 2001 to 2006. There is opportunity for Malaysia to become a service provider in higher
value-added areas, generating growth beyond what we can plant and process domestically. We will leverage
proprietary systems and intellectual property that we have developed domestically or exclusively licensed.
At the same time, cross-border investment by Malaysian companies in the agriculture sector, which is
currently lacking, will be promoted to encourage value chain integration across different countries.
EPP 14: Establishing a Leadership Position in Regional Breeding Services
Rationale
Breeding plays a key role in increasing the productivity of agriculture by ensuring crops and livestock have
disease resistant traits and high fertility and by ensuring that produce has traits that are desirable to the
consumer, such as rice that is fragrant, palm oil with lower saturated fat content and meat with marbled
texture. Globally, the seed industry is worth RM117 billion and is growing at 10 percent per annum.
Actions
Currently there is no established seed or livestock research centre for tropical crops and livestock. Hence
there is potential for Malaysia to be the first to establish a regional breeding centre, capitalising on the
expected growth of the agriculture sector in Indonesia, Thailand and Vietnam.
Set up the Centre for Marker Discovery and Validation (CMDV) to lead seed and brood-
stock research, initially in Malaysia, and subsequently in the region. Through collaboration
with a leading Canadian research centre, the CMDV will be designed and built to support high throughput
screening of genetic materials to discover molecular markers for desired traits.
This will enable the production of planting materials or brood-stock that are certified to contain desired
attributes, thus enabling Malaysia’s sales of these products to increase and capture significantly higher
value. For example, normal seeds for some crops can cost RM2.50 per kilogram but plantlets with confirmed
attributes of high fertility and disease resistance can fetch RM25 each.
Funding
A total investment of RM274 million is required with RM17 million from public funding to facilitate the
development of the CMDV.
Impact
The CMDV will benefit the domestic agriculture sector by concentrating R&D resources and enabling better
selection of planting materials before they are planted in the field, thereby increasing yield. Additionally,
the CMDV can serve the regional market, positioning Malaysia to capture the high value add segment of the
regional agriculture sector. The targetted GNI contribution from this EPP is RM467 million and 5,400 jobs
will be created.
542 Chapter 15
EPP 15 and 16 and Business Opportunity 10 and 11
Two other EPPs and two related business opportunities are described in Table 15-4.
GNI Impact,
Description Owner
Jobs and Funding
EPP 15: Securing foreign direct investment in Malaysian Biotech GNI: RM820 million
agricultural biotech Corp Jobs: 1,200 jobs
Attract potential investors in agriculture biotechnology, Funding: RM1.9 billion with RM233 from
leveraging existing bio-nexus incentives and public sources
focusing on areas such as crop nutrition and/or
bio-yield enhancers, bio-pesticides and flavours and
fragrances. Investments can be carried out either
through merger and acquisition, joint venture or the
set up of a new company.
EPP 16: Investing in foreign cattle farms GLCs and investment GNI: RM117 million
Acquire four overseas cattle operations in order funds Funding: RM1.3 billion entirely from private
to ensure a steady supply of breeder cattle, dairy sources
animals, and cattle for local feedlots. Investments will
also generate profit for Malaysia since overseas farms
can also export to a global marketplace.
Business opportunity 10: FDI in herbal products Herbal Industry GNI: RM166 million
Attract foreign companies to collaborate in Development Unit Jobs: 300 jobs
conducting research on Malaysian herbs to speed Funding: RM665 milion with RM10 million
up the discovery of new bioactive compounds from public funding
and accelerate product development. Upon
successful findings, the foreign companies will be
given incentives to set up manufacturing facilities in
Malaysia, enabling value capture of downstream
activities.
Business opportunity 11: Snack Food Industry (SFI) Herbal Industry GNI: RM150 million
/ Country Food Facilities Development Unit Jobs: 640 jobs
Relocate from Singapore to Malaysia the processing Funding: RM120 million with RM20 million
facilities for fruit, vegetables and meat to be made from public funding
into frozen food or convenience meals. Malaysia can
offer the competitive advantages of low labour cost,
proximity to Singapore market and abundance of
materials.
COMMON ENABLERS
Five key enablers are required to support the implementation of the EPPs and business opportunities:
• Provide incentives for anchor companies;
• Strengthen the adoption of good agricultural practices (GAP) and good manufacturing practices to
enhance market access;
• Change regulations and policies;
• Strengthen logistics infrastructure; and
• Ensure sufficient pipeline of human capital.

Provide Incentives for Anchor Companies
Anchor companies will play a key role in effecting the transformation of the agriculture sector from small-
scale, production-centric activities to a large-scale, market-centric and integrated approach. To encourage
companies across the food and agri-business value chain to play the role of an anchor, the Government will
provide incentives based on the value of contract farmers’ produce that they manage.
To qualify, prospective anchors must have a minimum paid-up capital of between RM100 million and
RM200 million, depending on sub-sector. They need to demonstrate the provision of services to organise
small scale farmers, such as provision of seeds, provision of extension services, ensuring GAP compliance
and providing off-take contracts based on transparent settlement and fair trade principles. Anchor
companies are also required to work on an integrated supply-chain model encompassing post-harvest
management, logistics, marketing and branding. They can be involved in managing contract farmers in any
of the major agriculture sub-sectors such as horticulture and aquaculture.
The incentive will be RM50 per RM1,000 of value purchased from contract farmers. This will replace the
previous fruit and vegetable production incentives of RM75 per metric tonne and RM81 per metric tonne
respectively.
With the introduction of this incentive, we expect major retailers and wholesalers to expand their role in the
agri-business value chain and integrate backwards to supply sources within the country.
Strengthen Adoption of Good Agriculture Practices and Good Manufacturing

Practices
Compliance to international standards is important to ensure that our products are accepted by foreign
markets. Standards such as Global Good Agriculture Practices require that pesticides and fertilisers are
free from harmful chemicals, while Good Manufacturing Practices, HACCP and BRC (British Retailers
Consortium) ensure among others that food safety processes are adopted in food manufacturing.
Both demand-side and supply-side measures will be adopted in increasing compliance to GAP and GMP.
Firstly, retailers will be held accountable for food safety, similar to what is practiced in the European Union.
This will be done initially through self declaration, whereby retailers are encouraged to display “free from
harmful chemicals” claims beside produce. By 2013, the Food Act 1983 and the Food Regulation 1985 will
be reviewed with the view of making this a mandatory requirement.
Secondly, the Government, as a major purchaser will impose food safety standards on all procurement for
the armed forces, hospitals, boarding schools and prisons, amounting to a purchase value of RM1.29 billion
per annum. Food safety officers from the Ministry of Health will be responsible for ensuring transparency of
and compliance with food safety requirements.
The capability of the domestic industry to comply will be strengthened by connecting small-scale farmers to
anchor companies, introducing Human Resource Development Fund HRDF claimable training programmes
and by SIRIM increasing the number of certified trainers and auditors.
544 Chapter 15
As the food safety standard of the domestic industry is strengthened, it is important to ensure that in
parallel, products being brought into Malaysia from overseas markets comply with the same food safety
requirements. This will be important to ensure consistency of standards for both imported and domestic
products. The Ministry of Agriculture will initiate a programme to inspect key sources from among the
foreign farms and collection centres.
Change Regulations and Policies
Regulatory and policy changes are required in certain areas to enhance the credibility of the Malaysian
agriculture industry. Regulation for fresh fruits and vegetables is adequately covered under the recently
introduced FAMA Act 2009. However, in processed foods, requirements for traceability and food safety
need to be strengthened. In parallel, regulation for the natural products industry needs to be simplified and
differentiated from that of therapeutic drugs.
Table 15-5 summarises the proposed regulatory revisions is provided below. The Ministry of Agriculture will
work with relevant agencies to study regulatory benchmarks and the impact of proposed regulatory changes,
with the view of further developing the proposed regulatory changes.
Table 15-5 : Proposed regulatory changes
Timeline
Industry and Potential other areas to be
Current scope to table
appilicable included based on practices Custodian
of regulations ammed-
legislation in other countries
ments
Processed food: Food content Traceability Ministry of Health 2013
• Food Act 1983 requirements Use of fertilisers and pesticides in the (Food Quality and
• Food Regulation Food additives and raw material Safety Division)
1985 nutrients usage Specific safety, processing and handling
• Bio-Safety Act requirements requirements of food with high potential
2007 Food content of contamination, e.g. milk, meat
labelling Food additives and functional
requirements ingredient manufacturing
General food Labelling for genetically modified
safety and substances
hygiene handling Trans fatty acid
requirements Retailer accountability in food safety
Natural and/ Lack of coverage Active ingredients, i.e. minimum amount Ministry of Health 2012
or nutraceutical specifically for for efficacy, and maximum limit to avoid (National Pharma-
products: nutraceutical toxicity ceutical Control
products Allowed compounds Bureau)
Control of Drugs Permitted claims for active ingredients
and Cosmetics Use of natural ingredients to substitute
Regulation 1984 for conventional additives
Animal husbandry: Animal welfare and Breeding procedures Ministry of 2014

Animal Act 1953 health requirements Traceability requirements Agriculture
Import and Animal feed composition and type and (Department of
quarantine level of active ingredients allowed Veterinary Services)
requirements
Private abattoir
requirements
Strengthen Logistics Infrastructure
Malaysia has excellent port and road infrastructure to deliver imported agriculture produce to end
consumers, however, infrastructure to deliver domestic produce from farms to export markets is weak.
The increased production of fresh produce targetted under the NKEA will require expanded cold chain and
cool chain logistics infrastructure in order to reach export markets. Premium shrimp, fish, meat, flowers,
fruit and vegetables will need to reach export destinations in a manner that prevents contamination and
preserves freshness. The Department of Agriculture will lead the setup of perishable centres in Penang Port
and Kota Kinabalu and expansion of facilities at KLIA to fulfil these requirements.
The perishable centres will have Sanitary and Phytosanitary (SPS) facilities such as vapour heat treatment,
fumigation area and hot water treatment to ensure produce in transit at the airport are protected from
foreign contaminants. The existing perishable centre in KLIA can cater for only 30 pallets per day, however,
the expected annual volume to be shipped by airfreight in 2020 is approximately 45,000 tonnes or 150
tonnes per day, thereby requiring the expansion of KLIA to handle 300 pallets per day.
The cost to expand KLIA capacity is RM115 million. Another RM200 million will be invested building
similar facilities in Penang Port and Kota Kinabalu Port, while RM80 million will be invested building
irradiation facilities in Port Klang.
Ensure Sufficient Pipeline of Human Capital
A sufficient pipeline of business managers and entrepreneurs as well as a workforce with core agriculture
skills such as agronomy are required to enable the success of the EPPs.
In 2020, it is estimated that 4,000 aquaculturalists, 2,000 animal nutritionists, 500 agronomists, 200
pathologists, 200 entomologists, 200 soil scientists, 100 veterinarians and 50 plant physiologists will be
required.
For some positions, such as agronomists and veterinarians, local universities are producing sufficient
graduates, but the industry still faces a skills gap, due to graduates electing not to work in the sector and the
lack of field experience.
The Ministry of Agriculture will undertake four actions to address this issue:
• Work with anchor companies and successful entrepreneurs to promote farming as a high-income
occupation, with the objective of attracting better quality students to choose agriculture related
disciplines;
• Work with Universiti Putra Malaysia (UPM) to restructure existing syllabuses to ensure sufficient
emphasis on core fields such as animal nutrition, animal husbandry, animal breeding, agronomy and
agriculture ICT;
546 Chapter 15
• Ensure a sufficient pipeline of graduates in relatively newer fields, such as aquaculturalists and
aquaculture systems engineers, by having sufficient places in these courses in local universities; and
• Liaise with universities and anchor companies to establish internships and apprenticeship programmes
to help develop a talent force with better field experience.
Additionally, agriculture-focused universities such as UPM and public-research institutions such as MARDI
will intensify research in breeding, post-harvest diseases and post-harvest crop management.
Approximately 15,000 entrepreneurs and business managers will be required by 2020 to manage large
scale agri-businesses in areas such as aquaculture, fruit and vegetable farming, paddy farming and food
processing. This can largely be met by tapping existing corporate and government talent, particularly
retiring civil servants from the Ministry of Agriculture and related agencies, as well as retiring estate
managers from the industrial crops sector. Entrepreneur development programmes will be conducted
focusing on these target groups. Training will be provided by leveraging anchor companies’ model farms,
while funding programmes will be structured with Agrobank.
FUNDING
The investment required to implement the EPPs and business opportunities identified is estimated to be
RM21.8 billion, as shown in Exhibit 15-8, of which RM18.9 billion will be towards the 16 EPPs.
Exhibit 15-8
Out of the total investment towards EPPs alone, 44 percent (RM8.2 billion) will be from public sector
and 56 percent (RM10.7 billion) will be from private sector. Out of total investments, 62 percent (RM13.4
billion) will be invested by the private sector and the balance (RM8.4 billion) will be public sector funding.
Around half of the total Government’s investment will go towards upgrading irrigation systems in Muda
and other granary areas. Another RM1.5 billion of Government investment will be to develop critical
infrastructure (e.g. water intakes, roads and jetties) in the identified aquaculture zones. This will be matched
by the private sector for investment in operating infrastructures such processing plants, grow-out farms and
hatcheries.
For the herbal industry, RM602 million will be allocated for large-scale publicly-funded research
programmes on local herbs and other industry development initiatives. The research grants will be used
to develop products with strong scientific evidence, secure intellectual property and provide support for
product claims. This will enable the Government to minimise risk and promote private investment in
developing high-value herbal products that can penetrate large export markets.
In terms of private investments, biotechnology initiatives are estimated to attract approximately RM820
million in foreign direct-investment by attracting multinational companies to invest in related industries
such as bio-fertilisers, bio-pesticides, flavours and fragrances. The same amount will be invested in
swiftlet nest farming to build new economical standard structures and processing plants. Additionally, it is
anticipated that the private sector will invest RM1.3 billion to acquire overseas cattle operations and RM883
million to build integrated farm infrastructure for fruit and vegetables such as collection and processing
centres.
GOVERNANCE AND DELIVERY
The EPPs identified have been sequenced to give immediate priority to replicating success models such
as those for horticulture and large-scale aquaculture. At the same time, EPPs that are critical to unlocking
value from certain sectors, particularly the herbal sector and paddy farming, will also be given priority.
The implementation structure for the NKEA has been designed to balance high-level, strategic oversight
with cross functional on-the-ground teams to undertake implementation of each EPP. The overall delivery
structure is depicted in Exhibit 15-9.
548 Chapter 15
Exhibit 15-9
A Central Management Unit (CMU) will be established under the Ministry of Agriculture, which will lead
the implementation of this NKEA. The unit will report to top leadership in the Ministry, namely the Chief
Secretary and Minister.
From an operational perspective the Central Management Unit will consist of six teams aligned to the sub-
sectors. For example, the paddy team will oversee the implementation of all related EPPs and be responsible
for coordinating across them, assisting to resolve issues, tracking progress, engaging with stakeholders and
synchronising across other teams.
The sub-sector teams will interface with the individual initiative owners identified for each EPP, who are
responsible for day-to-day implementation activities. For example, the rice team will interface with MADA
with respect to the transformation of rice farming in MADA and with MARDI for the fragrant rice initiative.
The lead initiative owners for the top 10 EPPs and the other stakeholders involved are summarised in
Table 15-6.
Table 15-6
Lead initiative Other key agencies, companies

EPP owner and organisations
Swiftlet nest farming Department of Ministry of Housing and Local Government

Veterinary Services Ministry of Health
(DVS) Ministry of Natural Resources and Environment
Herbal products Herbal Council Department of Agriculture

Malaysian Agricultural Development and Research Institute
(MARDI)
Ministry of Health
Ministry of Natural Resources and Environment
Khazanah
Premium Fruits and Vegetables Department of Federal Agricultural Marketing Authority (FAMA)
Agriculture State Governments
Khazanah
Seaweed Department of Fisheries Sabah State Government

University Malaysia Sabah
Integrated Cage Farming Department of Fisheries State governments
Scaling-up paddy farming in the Muda Agricultural Department of Agriculture

Muda area Development Authority Farmers’ Cooperatives
Scaling up paddy farming in other Ministry of Agriculture Kemubu Agriculture Development Authority (KADA)
irrigated areas IADA Pulau Pinang
IADA Barat Laut
IADA Kemasin-Semarak
IADA KETARA
IADA Kerian Sungai Manik
IADA Seberang Perak
Ministry of Agriculture Sabah (for Kota Belud)
Ministry of Modernisation in Agriculture, Sarawak (for Batang
Lupar)
Integrated shrimp aquaculture Department of Fisheries State Governments

Khazanah
Biotech MNCs Malaysian Ministry of International Trade and Industry

BiotechCorp Ministry of Science, Technology and Innovation
Food Park Ministry of Agriculture SME Corp

The Council of Trust for the Bumiputera (MARA)
Focus groups will provide part-time support and be the mode used to gather private sector input for the
successful implementation of each EPP. ETP Unit, as overall programme manager across all NKEAs, will
monitor the delivery process, conduct weekly problem-solving sessions to resolve bottlenecks and track
achievement of targets.
550 Chapter 15
Summary of Agriculture NKEA
• Incremental GNI impact in 2020 RM28.9 billion
• Additional jobs in 2020 74,600
• Critical targets and milestones within 6 to 12 months

• Incentives for rice farmers in Muda area to release their land for management by MADA’s Special Purpose Vehicle
(SPV) provided
• Operation of first seaweed mini estate in Sabah commenced
• Development of aquaculture cages in Temenggor and Kenyir Lakes completed and operations commenced
• Construction of farm infrastructure for existing Taman Kekal Pengeluaran Makanan (TKPM) and Taman Pertanian
Moden (TPM) for fruit cultivation started
• Upgrading of facilities such as centralised processing and packaging centre and cold room in Cameron Highland for
export of highland vegetables started
• Centre for Marker Discovery and Validation to provide services in identifying desired traits for crops and livestock
formed and operations commenced
• Setup of a foreign biotech company in Iskandar Region completed and operations commenced
• Construction of herbal cultivation parks in Durian Mentangau and Pasir Raja, Terengganu started
• 500 DIY edible bird’s nest premises distributed to the hard core poor

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chapter 15

Chapter 15: Transitioning

YB Datuk Seri Noh bin Omar

DEFINITION OF THE AGRICULTURE NKEA

• Concern for environmental sustainability: Due to climate change concerns, governments in

Agribusiness integrated supply chain model: From Lanchang to London

Lack of Scale Economies and Ageing Farmer Community

Lack of Market Centricity

Focus on Low-value Products

TARGETS AND ASPIRATIONS

Swiftlet nests increase income 20-fold for Burkan

16 EPPs to Deliver RM28.9 Billion GNI

• Capitalising on Malaysia’s competitive advantages

• Tapping premium markets

• Ensuring food security objectives are consistent with increasing GNI

• Expanding participation in the regional value chain

Capitalising on Malaysia’s Competitive Advantages

• EPP 2: Expanding the production of swiftlet nests;

• EPP 3: Venturing into commercial scale seaweed farming in Sabah;

• EPP 4: Farming through integrated cage aquaculture systems; and

• EPP 5: Rearing cattle in oil palm estates.

Tapping Premium Markets

• EPP 9: Introducing fragrant rice variety for non-irrigated areas.

Ensuring Food Security Objectives are Consistent with Increasing GNI

• EPP 12: Strengthening current anchor companies in cattle feedlots; and

Expanding Participation in the Regional Value Chain

• EPP 14: Establishing a leadership position in regional breeding services;

• EPP 15: Securing foreign direct investment in agriculture biotechnology; and

• EPP 16: Investing in a foreign cattle farming company.

Through the EPPs and business opportunities, we envision a transformation:

• From production-centric to market-driven: Farming activities will be designed to meet market

CAPITALISING ON MALAYSIA’S COMPETITIVE ADVANTAGE

EPP 1: Unlocking Value from Malaysia’s Biodiversity through High-Value Herbal

EPP 2: Expanding the Production of Swiftlet Nests

Develop comprehensive legislation and guidelines to ensure sustainability of harvesting,

Establish an additional 70 Malaysian-owned processing facilities. At the moment only 30

EPP 3: Venturing into Commercial Scale Seaweed Farming in Sabah

EPP 4 and 5 and Business Opportunity 1, 2 and 3

Table 15-1 : Other EPPs and Business Opportunities

Business opportunity 1: Nutraceutical products Undisclosed investor GNI: RM259 million

Business opportunity 2: Foreign distributor Undisclosed investor GNI: RM612 million

Business opportunity 3: Ornamental fish farming Department of Fisheries GNI: RM630

TAPPING PREMIUM MARKETS

Introduce a pilot aquaculture insurance scheme as well as attractive funding programmes

Exporting live grouper by air to capture higher value

EPP 8: Strengthening the Export Capability of the Processed Food Industry by

EPP 9 and Business Opportunities 4, 5, 6, 7, 8 and 9

Table 15-2 : Other EPPs and Business Opportunities

Dedicated areas will be identified for the farming

Business opportunity 7: Free-range chicken rearing Department of GNI: RM200 million

Business opportunity 8: Button mushroom farming Department of GNI: RM182 million

Business opportunity 9: Packaged fruit production Department of GNI: RM54 million

ENSURING FOOD SECURITY OBJECTIVES ARE CONSISTENT WITH

Establish a unit in the Muda Agriculture Development Authority (MADA) by Q1 2011 to

EPP 11, 12 and 13

Three other EPPs are described in Table 15-3.

Table 15-3 : Other EPPs

In granaries managed by Integrated Agriculture

SunRice: From Seed to Plate

EXPANDING PARTICIPATION IN THE REGIONAL AGRICULTURE VALUE CHAIN