KUALA KANGSAR: The Agriculture and Food Security Ministry is intensifying efforts to promote the economic value of durian in the Middle East and Europe, starting with the sales of downstream products made from the "King of Fruits."
Agriculture and Food Security Minister Datuk Seri Mohamad Sabu said the ministry however had no immediate plans to export fresh durians to new markets apart from China, given the unmet demand in the world's most populous nation.
"Malaysia's durian exports to China are thriving. Most of our shipments are currently limited to major cities in China with populations of between 15 and 30 million people.
"This means that smaller cities have yet to be exposed or experience our durians, indicating an untapped market for the fruit," he said.
He said this is despite the competition from Vietnam, the Philippines, and Thailand offering their homegrown durians there.
"China has 1.4 billion people, with 800 million who are able to afford premium products.
"I remember, during my visit to one of the supermarkets in China, I noticed that Malaysian durians were sold out within a few hours after it was put on the shelves.
"For instance just say our durians arrived at the store at 1.30pm, by 4pm it was all sold out, despite it being sold at a high price," he said.
Speaking at a press conference at Malaysian Agricultural Research and Development Institute's (Mardi) Duriotourism facility in Kuala Kangsar, Mohamad admitted that there is a growing interest in downstream durian-based products in the Middle East and Europe.
"Consumers in these regions may not eat fresh durians, but they enjoy durian-based products like ice cream and bread buns," he added.
Also at the event, guests and visitors witnessed the rebranding of the MDUR88 durian variety as "Mardi Super (MS88)" to elevate Malaysia's premium durian offerings on the global stage.
The Mardi Super (MS88) type/variety, developed through extensive research, is positioned as a premium durian with exceptional taste, creamy texture, and disease resistance, making it competitive with other high-end varieties available worldwide.
Mohamad underscored the importance of supporting downstream durian industries to boost the fruit's global marketability.
"Although the private sector primarily drives the downstream industry, we will provide support because these products appeal to a broader audience. For instance, while Japanese or European consumers may find durians as a whole fruit unfamiliar, they readily enjoy durian base ice cream, bread and products," he said.
Earlier this month, the Malaysian Embassy in Tehran hosted a durian reception on Dec 22, featuring the iconic variety "Musang King."
The event highlighted durian's cultural significance, global appeal, and economic value to an audience, diplomats, food enthusiasts, and business representatives.
The reception served as a platform to showcase Malaysia's agricultural excellence and promote its flagship durian variety to new global audiences.