The public-private strategic collaboration is among the Government’s ongoing efforts through the Ministry of Agriculture and Food Industry (MAFI) to strengthen local product brands to ensure more locally produced agro-food products penetrate the Japanese market.
According to the Minister of Agriculture and Food Industry, YB Datuk Seri Dr Ronald Kiandee during the Flag Off session on Export of Agro-Food Products to Japan, international market exploration efforts have been consolidated through strengthening the role of Malaysian companies as Malaysian Export Management Companies (EMC) abroad. The strengthening of single branding is very significant as a catalyst to boost market demand for Malaysian agro-based industry (agro-food) products through the Malaysian Export Management Company – EMC (MyEMC) Program initiative.
‘This initiative is a strategic public-private collaboration (Public-Private Initiative) with the involvement of relevant industry players consisting of entrepreneurs, manufacturers, exporters, foreign importers and overseas marketers aimed at overcoming the problems of market entry, marketing and also promotion of agro-food products in an importing country, ‘explained Dr Ronald.
This Flag Off session was implemented by EMC in Japan, namely SD Impex Japan Co., Ltd. was officiated by the Minister of MAFI and was also attended by the Director-General of FAMA, Dato ‘Zainal Abidin Yang Razalli and the Secretary of the Business Development and Investment Division of MAFI, Khalid Ibrahim.
Earlier, Ronald also witnessed the signing of an MoU with SD Impex Japan Co., Ltd. to establish cooperation in the promotion and marketing of agro-food products in Japan. This MOU is also part of MAFI’s efforts in strengthening the MyKitchen and MyKitchen Fresh brands in Japan as well as strengthening a more efficient and more focused marketing system.
Through the Agricultural Advisory Office (PPP) in Tokyo, Japan closely monitored by MAFI’s Business Development and Investment Division (BDI), the strategic partnership with SD Impex Japan Co., Ltd as EMC has successfully increased the number of export orders by 992 cartons involving 36 Stocks Keeping Unit (SKU) consists of more than 50,000 units of Ready to Eat (RTE), Ready to Drink (RTD) and Ready to Cook (RTC) products produced by 13 manufacturers and entrepreneurs nationwide and placed under a single brand (single branding) MyKitchen. This success can indirectly contribute to the increase in the value of agro-food trade between Malaysia and Japan this year compared to USD1.21billion (RM5.18billion) recorded in 2021 and in turn can contribute to the recovery trend and overseas market access to Malaysian branded products.
Taking into account the continuing demand for some local products in Japan, MAFI is committed in ensuring that collaboration with companies/entrepreneurs as EMC is able to introduce and strengthen local product brands in the market of the country of the rising sun. In addition, EMC is also responsible for constantly improving the level of marketability of local products according to the needs of the current market in Japan, besides also assisting in planning export activities among selected entrepreneurs.
As of April, through various guidance, screening processes, export trials and ongoing promotions, a total of 70 SKUs of selected agro-food products involving various manufacturers and entrepreneurs under local Small and Medium Enterprises (SMEs) have been promoted and marketed in Japan, compared to only 12 SKUs. during this initiative was first introduced in 2020. In addition, deliveries this time include Stingless Bee Honey Coffee products, the result of a strategic collaboration between entrepreneurs with Universiti Sains Malaysia (USM) and the Bumiputera Agenda Leading Unit (TERAJU) under the Smart Community program initiative .
Realizing the prospects of the broad food market in Japan, SD Impex Japan Co., Ltd. has signed a series of Memorandums of Understanding (MoU) with Tech Innovation Co. Ltd. which is one of the registered wholesalers in Don Quijote. In addition, the signing of an MoU with SS Halal Co., Ltd an agro-food product marketing company under FAMA monitoring was also implemented in conjunction with World Food and Beverage Tokyo 2022 (FABEX) in Tokyo Japan.
Earlier, the Ministry’s marketing collaboration with Don Quijote Supermarket Japan in-store promotion also received very positive feedback, where the program was expanded to all Don Quijote branches in Hokkaido, Tokyo, Yokohama, Nagoya and Osaka this year. These products are also marketed online through the halal2go.jp e-commerce platform, as well as convenience stores and wholesalers throughout Japan.
Overall, this Flag Off session on Export of Agro-Food Products to Japan will be a milestone in Malaysia’s success in continuing to explore and penetrate the Japanese market, further complementing the Ministry’s vision as a leader in the agricultural sector in making Malaysia more competitive as the world’s leading food producer. and agro-food as one of the main engines to the country’s economic growth.
For now, MAFI has focused on strengthening three (3) EMCs each in Japan, the United Arab Emirates (UAE) and Southern Thailand. To that end, MAFI also invites any local manufacturers and entrepreneurs who wish to collaborate with MAFI under the My Kitchen single branding initiative for global market penetration in other countries.
