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Tuesday, July 14, 2020

FAMA, Shopee Host First Virtual Durian Fair

 Hello Tuesday, how's everyone doing? Any Durian lovers here? If yes, stay on this page to read.

The Federal Agricultural Marketing Authority (FAMA) is working with Shopee, Malaysia’s no. 1 e-commerce platform on yet another initiative, the Durian E-Fiesta, as a display of commitment to its e-commerce agenda.

Dato’ Zainal Abidin bin Yang Razalli, Director General of FAMA said, “When the Covid-19 outbreak in Malaysia was at its peak back in March, it took the entire country by shock and various sectors including agriculture were no exception. Prior, no one thought they could sell their fresh and frozen produce online, but the outbreak led to many including farmers exploring selling online for the first time. This move is also in line with the Prime Minister’s hope that the business sector improve on e-trade and make it a new business channel. That is why, we are working with Shopee to further incentivize the agriculture sector to stay in the online game and more importantly, for more farmers to benefit from e-commerce, even post-RMCO. We will do this via a series of thematic campaigns starting with the Durian E-Fiesta on Shopee in conjunction with the durian season that is upon us.”
The Durian E-Fiesta on Shopee will be the first-ever virtual durian fair in Malaysia. Taking place from 15 to 19 July and featuring over 220 deals, durian lovers can choose from a myriad of durian species such as Musang King, Udang Merah, D24, Hor Lor, Kampung, amongst others.

As an impetus for enterprise transformation, both FAMA and Shopee will provide durian sellers with a boost through funding of attractive vouchers like the RM5 off with a minimum spend of RM1, RM20 off with a minimum spend of RM100 and more. Additionally, consumers can also find Musang King on Shocking Sale for only RM10 during the Durian E-Fiesta.

Commenting on the collaboration with FAMA, Ian Ho, Regional Managing Director of Shopee said, “It is usually the incubation period for both the sellers and consumers that is most difficult. First, we need to ensure that sellers stay in the system and that their service is up to par. Simultaneously, we have to train consumers' acceptance and get them used to buying their fresh produce online. Therefore, we are very encouraged to have a partner like FAMA that has a deep understanding of the e-commerce ecosystem and is willing to work with us to propel the digitalisation of Malaysia’s agriculture sector. Additionally, what better time than now to do this as Malaysians have an undeniable love for durian.”

Both organisations also accounted for those who do not appreciate the King of Fruits. The Durian E-Fiesta will also have other local selections such as mangosteen, mangoes, pineapples and more at the campaign. The first edition of this campaign will be limited to Klang Valley and to ensure the freshness of the fruits, deliveries will be made the following day once orders are placed.

Fruits, particularly durian sellers will receive maximum marketing support and exposure throughout the campaign via in-app banners, dedicated microsite, push notifications and more.

It is understood that FAMA and Shopee’s objective for this long-term partnership is to push the agriculture sector to be self-sustainable in the long run.

Shopee, on the other hand, revealed that over 2 tonnes (2,000kgs) of durians were sold on its platform within 24 hours upon receiving exposure in its 6.6 Super Sale campaign last June. Keyword ‘durian’ has also been one of consumers’ most searched words on the platform.
To satisfy your durian cravings, head over to

In addition to the Durian E-Fiesta, FAMA will also be extending vouchers to customers who purchase products from their official store on Shopee.

Visit to enjoy a RM10 off with minimum spend of RM50 on items such as chicken, beef, vegetables, fruits and more.

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