Cases For Publication (UCWC103)
Abstract

CALLING FOR FARMERS' PARTICIPATION: THE KLANG VALLEY FARMERS MARKET (PASAR TANI)

Noor Raihan Ab. Hamid
Nor Khomar Ishak

The case presents an overview of farmers' market operation in Malaysia. Through FAMA, the government has offered facilities and support to farmers from the rural areas to sell their products directly to the consumers. The main objective of the farmers market was to provide the platform for the farmers to earn better income, hence enabling growth in their business ventures. However, after many years of its operation the response from the farmers had been lukewarm. A study carried out at selected farmers market in the Klang Valley area indicated that the farmers markets were largely participated by the middle-men who marketed the farms product bought from the farmers. The case discussed the findings from this study and highlighted some issues and challenges facing the farmers on their participation in the farmers markets.