THE Federal Government’s Jualan Agro Madani Mega programme made its biggest appearance in Sabah this year, with an estimated half a million sales and 10,000 visitors.
“This is the fifth Agro Madani event in Kota Kinabalu this year and the largest in scale. Fama Sabah previously held smaller editions at Damai, Luyang and Pasar Tani Asia City,” said Chan.
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“This is a focused government initiative to ensure the public has access to food supplies at more affordable prices, while at the same time opening a wider market platform for local entrepreneurs to grow their businesses,” he said.
The two-day event, which ended Sunday, was organised by Fama in collaboration with LPP and LKIM, brought together 74 local entrepreneurs across 72 lots, covering agro-food clusters, food and agro-based industries, food bazaars and agency exhibitions.
Benefits from the programme was expected to reach some 40,000 households. Calling it a low cost but high impact initiative, Chan said the event directly targeted lower-income households, young adults just starting out in life and small farmers and rural entrepreneurs, groups most affected by the rising cost of living.
Prices at the event are set at 10 to 30 per cent below market rates.
Key items include rice at RM25 for 10kg compared to the usual RM26 to RM27 at its cheapest in Sabah, chicken at a RM2-per-kg subsidy that Chan described as among the lowest prices in Kota Kinabalu this year, fish at RM8 per kg and prawns at RM25 per kg. Vertical farm vegetables were offered at RM1 per kg.
“A signature feature of the event is the Agro Madani combo pack, typically priced at RM15, reduced to RM10 and further to RM5 during designated happy hour slots,” he said.
Some 2,000 combo packs, 10,000kg or 10 metric tonnes of fresh produce including fruits and vegetables, and 3,000 visitor incentive coupons valued at RM15,000 were made available throughout the event.
Chan said fresh produce on offer included vegetables from Sabah’s rural villages, premium Sabah avocados, local durians sourced from farms in Tenom and Keningau and traditional Sabah greens such as pucuk ubi, petai, jering and fresh fern shoots, items rarely found on supermarket shelves.
A seafood section by LKIM featured fresh and frozen tenggiri, kerapu, prawns and squid, while fresh poultry and locally reared beef were also available at subsidised prices.
Some 3,000 visitor incentive coupons with a total value of RM15,000 were distributed free to early visitors, those who participated in interactive activities or those making purchases above a minimum of RM30.
For every purchase of RM50 and above at any participating stall, shoppers were eligible for a lucky draw, with prizes including local SME products and food hampers.
The food bazaar segment featured more than 100 menu items across 21 stalls, including nasi linopot (rice wrapped in a leaf in the traditional Kadazandusun style), Laksa Sabah, mee goreng, soto, satay, grilled chicken and fish and traditional kuih, including kuih jala, kuih pinjaram and kuih cincin.
Chan noted the timing was fitting, with the Kaamatan Festival approaching.
Twelve lots were dedicated to agency and department exhibitions, including Agrobank, Mardi, LPP, LKIM and the Road Transport Department.
Cultural performances, fruit carving demonstrations, cooking demonstrations featuring bamboo shoot and tempeh dishes and children’s activities were also scheduled throughout both days.
Each participating entrepreneur was estimated to earn some RM6,944 over the two days of the programme.
“That is a considerable income. My congratulations to all entrepreneurs involved,” Chan said.
The Lintasan Deasoka location was deliberately chosen for its high weekend foot traffic, complementing the existing night market.
Noting the presence of Chinese visitors at the event, Chan hoped they would take the opportunity to buy local products not commonly found elsewhere.
“Nationally, the Jualan Agro Madani programme, relaunched on April 16, 2023, as a rebranding of the Jualan Terus Dari Ladang direct-farm-sales scheme, has recorded consistent growth under the supervision of the Ministry through Fama, with support from LPP and LKIM,” he said.
“In 2023, a total of 5,271 programmes were held against a target of 5,000, generating RM90.87 million in sales, 158 per cent above the target.
“In 2024, sales climbed to RM129.5 million, 225 per cent above target, with 81,382 entrepreneurs participating nationwide. For 2026, the national target is 5,000 programmes,” he said.
