Successful Overseas Venture by Malaysian SME Through MATRADE’s Market Readiness Programme

KUALA LUMPUR, July 3, 2023 -- The on-going pandemic COVID-19 throughout 2021 which hindered global movements prompted the Malaysia External Trade Development Corporation (MATRADE) to design an alternative programme to support the business recovery of Malaysian exporters particularly MSMEs through exports. The Market Readiness Programme which embarked in October 2021 entails collaborative approach with partners in Germany to bring in Malaysian F&B products into the shelves of local retailer with a network of 40 branches throughout the country.

MATRADE Deputy CEO (Export Acceleration) Sharimahton Mat Saleh who officiated the flag off session told reporters that the Market Readiness Programme by MATRADE is an effective platform for Malaysian companies to venture into new markets as it offers an engaging and comprehensive hand-holding programme designed to equip capable Malaysian companies with the necessary skills, knowledge and resources to ensure success. Rigorous selection process was undertaken by partners to ensure products marketability and those shortlisted were required to undergo detailed assessment of readiness on regulatory compliance including labelling and packaging.

"The success of reordering by the German buyer to Doluvo is a testament that Malaysian products are accepted by the German market specifically and the Europe market generally. 5 SKUs of shelf-stable ambient ice bars will be exported in this second shipment of full load 20-footer container, after the initial trial shipment of 4 pallets in 2021", said Sharimahton.

Yasmin, CEO of Doluvo Sdn Bhd further added, "Participants such as Doluvo had gained access to global market intelligence, as well as training and mentoring from experienced MATRADE officers and partners throughout the programme. It was quite timely when MATRADE introduced the programme amid the challenge faced by us to recover our business from the pandemic. Programme participants were given with a precious opportunity to secure access to markets abroad although we were unable to be in the market physically”.

Meanwhile, Remee Yaakub, Director of Halal, F&B and Agro-based Section MATRADE said that as the national trade promotion agency of Malaysia, MATRADE will continue its efforts to create export opportunities for Malaysian exporters particularly MSMEs. With the perspective to grow Malaysia’s export of Halal products and services, MATRADE is all geared up to organise the 19th edition of Malaysia International Halal Showcase (MIHAS) exhibition. "This year will be the biggest showcase ever with 1,500 booths being offered to both local and international exhibitors", said Remee.

MIHAS 2023 will focus on showcasing 13 key pillars representing growing halal sectors across the globe. These include long-established sectors such as food and beverage, education, pharmaceuticals, services and enablers, and franchise. While the more contemporary sectors comprise modest fashion, Islamic finance, cosmetics, and personal care, media and recreation, Muslim-friendly travel, e-commerce, food technology and Islamic arts and culture.

MIHAS is a world-class Halal showcase that harnesses and amplifies Malaysia’s strengths as the global halal hub and will take place at MITEC Kuala Lumpur from 12 to 15 September 2023.

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