KUCHING: Farmers and agropreneurs must move beyond production and learn how to effectively market and promote their products, said Food Industry, Commodity and Regional Development Minister Datuk Seri Dr Stephen Rundi Utom.
He saith without proper marketing, even high-quality agricultural products will struggle to succeed in the marketplace.
“We have great products such as kek lapis but no one knows about them because we don’t promote. If you’re shy to sell, the product will remain unknown,” he said.
He said this in his speech during his ministry’s mandate address at Imperial Hotel here last night (Jun 18).
He urged agencies and departments under his ministry to guide rural producers and small enterprises in branding, promotion and market access strategies, emphasising that marketing is just as vital as production.
“It’s not enough to just grow or process. You must package, promote, and push it to the right channels. Promotion is key,” he said, adding that successful marketing can lift rural income and improve competitiveness in both domestic and export markets.
Dr Rundi cited real-world examples of missed opportunities due to inadequate raw material supply such as a kek lapis producer facing egg shortages, highlighting the need for an integrated agro supply chain.
“Marketing starts with meeting demand. If you don’t have the materials, how can you scale up?
“This is where we must tighten the chain from producer to consumer,” he added.
At the same time, the minister reiterated the importance of changing the agriculture mindset in Sarawak.
“We must treat it as a business, not just a tradition. The old ways of subsistence farming can no longer sustain us,” he said.
He called for stronger accountability and independence among farmers and agencies, pushing for performance-based incentives over traditional subsidies.
Dr Rundi ended with a call for action, reminding ministry staff and agencies of their role in lifting household incomes to RM15,000 by 2030, in line with the state’s Post-Covid-19 Development Strategy (PCDS 2030) agenda.
“Farmers must not be left behind. If we get marketing and production right, agriculture can be our strongest line of defence for food security and economic growth,” he stressed.
