THE Agriculture and Food Security Ministry has set an ambitious target for the ongoing Malaysian Agriculture, Horticulture and Agrotourism Exhibition (Maha) 2024, aiming to generate RM167 million in business sales throughout the event.
The ministry's Business Development and Investment Department secretary Khalid Ibrahim said this goal was backed by a series of initiatives, particularly introducing the "Maha Go Global" programme, which seeks to elevate Malaysia's agri-food sector to an international platform.
The programme, ongoing until tomorrow, will focus on what has been dubbed "Trade Days".
Khalid said this segment aims to connect local agricultural players with international partners through a series of business-to-business (B2B) engagements.
"Maha Go Global provides a dedicated platform for local industry players to engage with international participants through interactive B2B meetings.
"We hope to foster bilateral trade, investment opportunities, and the sharing of expertise and technology," he said in an interview on Tuesday at Malaysia Agro Exposition Park Serdang (MAEPS).
The programme has three main components: the International Trade Expo, the Business and Investment Acceleration Programme, and the Hosted Buyer Programme.
The International Trade Expo, held in Hall C at MAEPS, will host 80 local exhibitors and 60 international exhibitors from 15 countries, showcasing their products and expertise.
In addition to the trade expo, the Business and Investment Acceleration Programme will feature knowledge-sharing sessions in the form of trade forums.
Two key events under this programme are the 2nd Annual Food Security Asia Congress (FSA) and the Trade and Export Talk (TexTalk), which will feature both local and international speakers.
"The Hosted Buyer Programme, another key aspect of Maha Go Global, will see the ministry inviting 73 high-potential buyers from various countries to the event.
"These buyers are carefully selected based on their track record and capacity to import Malaysian agri-food products. The goal is to stimulate high-quality business matching that could lead to significant trade and investment opportunities."
Khalid said business matching sessions will be conducted across all segments of Maha 2024. However, the focus will be on international business matching under Maha Go Global, particularly to encourage the export of Malaysian agri-food products.
"We are targeting at least RM160 million in business matching value through Maha Go Global activities. To achieve this, we are working closely with relevant agencies to facilitate B2B engagements.
"We are also conducting rigorous selection processes to ensure that only highly competitive, export-ready companies and high-potential buyers participate in these sessions," he said.
As part of these efforts, the
ministry has developed an online system that allows potential buyers to submit business inquiries or specify the products they are interested in.
This system helps streamline the business matching process, ensuring that both local entrepreneurs and international buyers are well-prepared to seize opportunities at the event.
"Our goal is to ensure that local entrepreneurs are equipped to engage with international buyers and secure meaningful business deals."
It was also understood that Maha Go Global would focus on high-value, export-oriented products.
This includes the 'king of fruits' durian, aquaculture products, bird's nest, floriculture, and processed food items that have strong demand in global markets.
Additionally, Maha Go Global will also emphasise on knowledge sharing and technology adoption.
With more than 16 countries participating as exhibitors and 73 hosted buyers, Maha 2024 presents a valuable opportunity for local entrepreneurs to tap into international markets.
The ministry has consistently facilitated the development and marketing of local products, and Khalid encouraged entrepreneurs to make the most of the opportunities available at the event.
"Local entrepreneurs and industry players can explore the potential of their products and services in international markets.
"They can also engage directly with representatives from foreign countries to gain insights into trade and product development," he said, adding that the ministry expects at least 6,500 individuals to visit the Maha Go Global segment.
The ministry is also welcoming companies and individuals interested in exploring investment opportunities in the agri-food sector.
"We have partnered with agencies such as the Malaysian Investment Development Authority (Mida) and the Northern Corridor Implementation Authority (NCIA) to facilitate investment matching.
"Agencies like the Malaysian Islamic Development Department (Jakim) will also be on hand to assist with certification processes."
Khalid expressed his aspiration for Maha 2024 to serve as a catalyst for the agri-food sector's potential.
"We hope that the younger generation, in particular, will see that modern agricultural practices can be both profitable and rewarding."