The Federal Agricultural Marketing Authority (Fama) has highlighted the export growth of La Fruta Food Industries Sdn Bhd, which has entered the Jordanian market with its first shipment valued at about US$76,000.
Fama chairman Aminuddin Zulkipli said nine stock-keeping unit (SKU) products were shipped by sea, including pineapple and mango-based items. "This shipment marks another market breakthrough for the company in the Middle East, following its success in Kuwait, Saudi Arabia, Qatar, and Libya. Fama was involved from the early stages through promotional efforts, including bringing the company to international exhibitions and assisting with packaging and labelling. We hope such launches will continue to expand market opportunities. Fama will also play a role in encouraging local fruit producers, particularly those growing mango, passion fruit, jackfruit, dragon fruit, and pineapple," he said.
He made the remarks during the flag-off ceremony for La Fruta Food Industries' first shipment to Jordan, held in Kota Kemuning. Also present were Fama director-general Abdul Rashid Bahri, La Fruta Food Industries managing director Emily Siew Teen, and food and services manager Richard Low.
Aminuddin said Fama would continue to strengthen collaboration with industry players to ensure local products have access to more international markets. "The main strategy for Fama is to build strong partnerships with industry players and adapt products to meet real market demands in the Middle East, as consumer preferences vary by country. Sharing market insights is vital. In addition, Fama, together with other agencies under various ministries, implements campaigns to boost planned production and offer incentives based on key focus areas while maintaining required quality standards. This cooperation ensures the continuity of marketing and production for local fruits, whether in domestic or international markets," he added.
La Fruta Food Industries, known for its Fruttose brand, produces fruit-based decorative toppings and holds certifications including MeSTI, Halal, Good Manufacturing Practice (GMP), and Hazard Analysis Critical Control Point (HACCP).
Looking ahead, the company is carrying out research and development to create new fruit-based products using local fruits such as durian and pisang berangan, targeting export markets in China and South Korea. Fama will also work with the company at the Fama Rengit Food Processing Centre to support the production of fruit-based jams currently in development.
Source: SinarDaily
