It seeks to understand the problems and issues related to the supply chain of Pasar Tani (Farmer’s Markets) in Sarawak and Sabah, which is to fulfill part of FAMA’s effort to step up marketing of Malaysia’s agricultural produce.
The study looked into the relationship between the various players in Sarawak and Sabah Pasar Tani supply chain: from the farmer, buyers, retailers, wholesalers, to the customer.
This was conducted to determine the factors that contributed to the acceptance, involvement, satisfaction, and benefits of Pasar Tani from the perspective of the players in the supply chain.
It also looked into the functions of the various marketing intermediaries at different levels of the supply chain network. It was clear that stakeholders saw Pasar Tani as a venue for them to expand their business and developing their market, as well as improving their socioeconomic status.
The findings revealed that while FAMA’s support, and quality, fresh and reasonably priced products contribute to the strengths of Pasar Tani, lack of promotion, unstrategic location, and inappropriate facilities are its weaknesses.
A detailed three-pronged strategy to develop the supply chain of Pasar Tani in Sarawak and Sabah has been recommended.
For more information, please contactUniversiti Malaysia Sarawak
Prof Murtedza Mohamed | ResearchSEA
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