SERDANG, Sept 3 (Bernama) -- The Agro MADANI Sales Programme continues to play a key role in helping people obtain essential goods at prices 10 to 30 per cent below market rates, said the Federal Agricultural Marketing Authority (FAMA).
FAMA deputy director-general (Agrofood Industry Development) Suraya Mohd Yusof said the programme, implemented by the Agriculture and Food Security Ministry, enables farmers to supply products directly to consumers, with fewer intermediaries involved.
She said the approach allows consumers to access lower prices while allowing farmers to earn better returns from their produce.
“When products go directly from farmers to consumers, fewer intermediaries are involved, which means farmers can receive higher margins and consumers can benefit from more affordable prices.
“For the products we offer, we provide savings of between 10 and 30 per cent compared with local market prices,” she told Bernama at the Malaysia Agriculture, Horticulture and Agrotourism Exhibition (MAHA) 2026 at the Malaysia Agro Exposition Park Serdang (MAEPS) today.
Suraya said the Agro MADANI Sales initiative offers a range of products, including vegetables, fruits, eggs, chicken and meat, as well as essential goods, processed products and other daily necessities.
She said the programme is also held in easily accessible locations, including residential areas, People’s Housing Projects, government complexes and FAMA retail outlets such as Agro Bazar Kedai Rakyat and Agro Bazar Rakyat.
The Agro MADANI Sales Programme was launched by Agriculture and Food Security Minister Datuk Seri Mohamad Sabu on April 16, 2023, as a rebranding of FAMA’s former Direct From Farm Sales Programme (JTDL).
In conjunction with MAHA, FAMA is also showcasing the Agro MADANI Sales Programme through the Kingdom of Agrofood (KOA) segment, with melons and guavas among the main products on offer, along with eggs, onions, bamboo shoots and several other commodities.
Suraya said 5,000 MADANI Combos were prepared for visitors, with each combo worth RM20 sold for RM10, while selected Happy Hour sessions offered them for as little as RM5.
She also said FAMA is targeting RM100,000 in sales from the Agro MADANI Sales Programme during MAHA 2026.
-- BERNAMA