‘Farm to City’ drive aims to offer fresher produce and boost income of farmers, says Fama DG
KUALA LUMPUR: Harumanis lovers in the capital are in for a treat as the prized northern mango makes its way directly from orchards to the city through a special “Farm to City” promotion, offering fresher produce and better value for consumers.
Federal Agricultural Marketing Authority (Fama) director-general Abdul Rashid Bahri said the initiative not only opens up direct market helps boost the income of farmers by cutting out middlemen.
“For this round, about five tonnes of Harumanis mangoes are expected to be sold, with an estimated sales value of about RM150,000, as the programme is held at a strategic location in the heart of Kuala Lumpur with a high concentration of workers and consumers.
“This allows buyers to purchase directly from farmers without having to place orders from afar, potentially enjoying better prices or discounts during the few days of the promotion,” he said after launching the Harumanis Sales and Promotion Programme yesterday.
He said Fama’s main objective in organising the promotion is to ensure the seasonal delicacy from the northern region reaches urban consumers at its peak.
“Harumanis mangoes are grown mainly in Perlis and northern Kedah. While they can also be cultivated elsewhere, the taste is not comparable to those from Perlis.
“Through campaigns such as this, we aim to raise awareness that the Harumanis season has begun.
“So, do not miss the opportunity to enjoy this premium fruit while it is available, as supply is limited and expected to be depleted within about a month.”
He emphasised that Fama’s focus goes beyond sales, extending to promotion and consumer awareness, especially as many Perlis growers now market their produce directly online via platforms such as TikTok and Facebook.
Fama also supports sales through Agrobazaar Online, with about 10 sellers offering deliveries within three days and a limited-time RM10 discount per box, bringing prices to about RM100 for 3kg.
“In terms of pricing during the programme, we are seeing a range of between RM90 and RM120 for 3kg boxes, depending on factors such as location, ripeness and quality.
“This range is still considered acceptable. Price differences may also depend on whether the fruit is self-collected or delivered,” said Abdul Rashid.
He added that this year’s Harumanis season is expected to last slightly longer due to prolonged hot weather, potentially extending until the end of June, with a marginal increase in production compared with last year.
“However, consumers are encouraged to buy early in the season as quality is typically best during the peak period.
“We also do not expect issues of oversupply as Harumanis is highly seasonal and limited to specific regions. The short harvesting window ensures prices remain stable.”
He said one of the key challenges remains ensuring delivery within three days as the mangoes are sent in semi-ripe condition and require time to ripen properly, adding that logistics providers have been able to meet the requirement.
Consumers are advised to check the fruit upon arrival. “Fama also enforces the 3P regulation – grading, labelling and packaging – in which sellers are required to clearly label the origin of the fruit to prevent misleading claims and enforcement action can be taken against those who violate these rules.
“Consumers may also lodge complaints with the Domestic Trade and Cost of Living Ministry if they encounter scams or misleading practices.
No major scam cases have been reported, but we remain vigilant,” said Abdul Rashid.
He encouraged consumers to make the most of the short Harumanis season, support local farmers and continue consuming local fruits, adding that the produce is also exported to Brunei, Sabah and Sarawak, particularly in 3kg packaged boxes.
The Harumanis Sales and Promotion Programme held at Busana @ Menara Mara in Kuala Lumpur, which started on Monday and runs until tomorrow, marks the fourth edition of the initiative aimed at promoting Harumanis mangoes in the city and reaching more buyers in the Klang Valley.
