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Kota Kinabalu: A new company, The Fresh Story Sdn Bhd, was launched on Saturday in an effort to improve the delivery of fresh produce and open up better market access for farmers in Sabah.

The launch was officiated by Agriculture Department director general Datuk Nor Sam Alwi, said the company would support farmers by providing a more organised and reliable distribution system.

The Fresh Story, a subsidiary of Farm Price Holdings Berhad, will handle the collection, packaging and delivery of produce directly to markets across and beyond the State.

“This cooperation allows local farmers to reach more buyers, with the help of a stronger logistics network,” she said.

She emphasised that the agriculture sector must also focus on quality control, cold-chain systems and meeting food safety standards not just increasing production.

Companies like The Fresh Story are encouraged to adopt certification such as myGAP, implement traceability systems, and maintain high product standards.

“The initiative is expected to benefit farmers by helping them expand their cultivation areas, increase output and improve their income,” Nor said.

Also present were Farm Price Holdings Chairman Pauzi Yaman, The Fresh Story Managing Director Tiong Lee Chian and Agriculture Department’s Director of Agricultural Extension Dona Lakai.