KUALA LUMPUR: Malaysia International Durian Industry Development Association (Midida) aims to improve exports of durian and related products to China through better branding and improved quality control.
Midida chairman Fang Ming said Malaysia boasts the best durian in the world compared to other durian-producing countries.
However, he said Malaysia's export of durian products was hindered by the lack of a streamlined process, causing it to lose out in the market share in China.
"There is no proper quality control, branding and a streamlined process to export more durians to China, making it hard for the king of fruits to penetrate China.
"Durian is China's most top imported fruit and the bulk of it came from Thailand.
"Although musang king has the best taste, it is facing tough competition from Thailand and Vietnam, and maybe other markets in the future," he said at the Malaysia-China Durian Industry Strategic Cooperation Conference.
The conference was organised by Midida and Beijing Xinfadi Agricultural Products Co Ltd.
Both parties signed a strategic collaboration to introduce high quality musang king products to meet the needs of Chinese consumers.
Midida and Xinfadi also agreed to jointly build and develop the Xinfadi Malaysia Durian wholesale base in Malaysia and Xinfadi Durian distribution centre in China.
Fang Ming said the collaboration between both parties were also integral to revolutionising the plantation of durian to ensure Malaysia had a bigger pie in China's import of durians.
In terms of quality control, Dking founder and managing director Simon Chin said Malaysia had a competitive advantage in durian plantation due to the various types of durian available in the country.
"We have the latest technology to improve the quality of frozen durians that are for export. This includes the liquid nitrogen fast-freeze technology which is used to preserve the durian's texture and taste for up to 18 months," he said.