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Title: New Agri-Food Marketing System For Fresh Fruits and Vegetables In Malaysia: Some Structural Perspectives
Authors: Fatimah Mohamed Arshad
Issue Date: Oct-2010
Publisher: Lembaga Pemasaran Pertanian Persekutuan (FAMA)
Abstract: This paper examines the development of the new supply chain in Malaysia and its structural implications to the local fresh produce (fruits and vegetables) industry, particularly the small producers. It traces the growth of the new retail formats such as hypermarkets, departmental stores and supermarkets. The growth of these new retailers intensified in the late 1990s, as globalisation brought in capital-rich multi-national retailers into the local marketing scene. The structural differences between the new supply chain and conventional marketing are compared. Within less than a decade, the new superretailers were able to capture a significant market share of the local fruits and vegetables at the expense of the small time local retailers. Their procurement system which emphasises on consistent supply and rigid quality standards indirectly cuts off the small farmers from the supply chain. New type of intermediaries, packing houses have emerged replacing the traditional middlemen role usually performed by small time wholesalers or traders at the farm level.To integrate the small farmers into the new supply chain entails are formation programme that enhances productivity, product quality and institutional restructuring towards cooperative movement.
ISSN: 1985-3890
Appears in Collections:Journal of Agribusiness Marketing

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