Intermediary Influence at the Farmers Market in East Malaysia

Shazali Abu Mansor, Ernest Cyril DeRun, Dyg Affizah Awg Marikan,
Kassim Mansor, Jenny Ignatius
Faculty of Economics and Business
This study was conducted for the Federal Agricultural Marketing Authority (FAMA) through cooperation between Universiti Malaysia Sarawak (UNIMAS) and Universiti Malaysia Sabah (UMS).

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 contact

Universiti Malaysia Sarawak
c/o Prof Murtedza Mohamed
94300 Kota Samarahan
Sarawak, Malaysia
Telephone: +6082672408
Facsimile: +6082671975
Email: ted@cans.unimas.my