i-CAM@MAHA 2026 Officially Opened by Deputy Minister of Agriculture and Food Security

SERDANG, 1 September 2026 – The International Conference on Agribusiness Marketing (i-CAM@MAHA 2026) was officially opened by YB Datuk Chan Foong Hin, Deputy Minister of Agriculture and Food Security, at Hall B, Malaysia Agro Exposition Park Serdang (MAEPS), Selangor.

Organised by the Federal Agricultural Marketing Authority (FAMA) in conjunction with MAHA 2026, the two-day international conference carries the theme “Transforming Agribusiness in Addressing Food Insecurity: A Global Approach.” The conference brings together academics, researchers, policymakers, industry players, agropreneurs and stakeholders from the agri-food sector to exchange knowledge, research findings, technological developments and industry perspectives, while strengthening collaboration in addressing current and emerging challenges in agribusiness and food security.

In his opening address, YB Datuk Chan Foong Hin highlighted the increasingly complex environment confronting the global agri-food sector. Climate change, fluctuations in input and agricultural commodity prices, changing consumer demand, supply chain disruptions and rapid technological advancement are among the challenges requiring the sector to transform and respond with greater speed, resilience and innovation. He emphasised that addressing food insecurity requires a broader perspective that extends beyond agricultural production alone. The transformation of agribusiness must encompass the entire ecosystem, including production, marketing, distribution, data and market intelligence, technology, digitalisation, innovation and strategic international collaboration.

The opening address also underscored the importance of translating policy, research and technological advancement into practical outcomes for the agri-food sector. Under the National Agrofood Policy 2021–2030, Malaysia is pursuing the development of a sustainable, resilient and technology-driven agri-food sector that supports economic growth, improves the well-being of the people and strengthens food security and nutrition.

YB Datuk Chan stressed that policies should not remain merely as policy documents. Instead, policies must be translated into action, technology into practical solutions and knowledge into economic value. In this context, i-CAM@MAHA 2026 provides an important meeting point for policy directions, research findings, technological innovations and industry experience, helping to bridge the gap between knowledge, policy and practical implementation.

The conference is therefore envisioned as more than a platform for presenting research papers. It provides opportunities for the exchange of experiences and best practices, while encouraging new ideas that can eventually lead to research collaborations, technology development, pilot projects, industry partnerships, investment opportunities and commercialisation. Such outcomes are ultimately expected to benefit stakeholders throughout the agri-food value chain, including farmers, livestock breeders, fishermen, agropreneurs and industry players.

A major emphasis of the opening address was the growing importance of data and market intelligence in shaping the future of agribusiness. In an increasingly dynamic marketplace, agricultural production can no longer be driven solely by production capacity. Producers and industry players must also understand what the market requires, what consumers want and how demand is likely to evolve.

Better understanding of consumer preferences, market opportunities and changes in demand can support more accurate decision-making and enable the agribusiness sector to become more efficient, responsive and competitive. Technology, meanwhile, should not be viewed simply in terms of modern machinery and equipment. It must function as a catalyst for transforming how the agri-food sector is managed. The adoption of smart agriculture, automation, digitalisation, artificial intelligence, data analytics, sensor technologies, forecasting systems and other innovations can contribute towards higher productivity, lower costs, more efficient use of resources and greater resilience throughout the food supply chain.

FAMA Strengthens the Data-Driven Agrofood Ecosystem

Several FAMA digital initiatives were highlighted during the opening address as examples of how data and technology are being translated into practical tools for agricultural marketing and food security. Among them is the Surveillance and Intervention on Supply and Demand of Agrofood (SISDA), which leverages the collection, integration and analysis of data to enable more systematic monitoring of agri-food supply and demand. Beyond providing an understanding of current market conditions, the use of data through SISDA can support the identification of trends, assessment of risks and development of projections for more targeted planning and intervention.

The Agri Market Insight (AMI) system complements these efforts by providing information on agri-food product prices at the farm, wholesale and retail levels throughout Malaysia, supporting access to more accurate, up-to-date and transparent market information. FAMA is also strengthening its digital service delivery through iFAMA, a one-stop platform integrating 47 services within a single portal. These include marketer registration, service applications, monitoring, assessment and reporting related to agricultural produce marketing.

Together, these initiatives demonstrate the potential of data and digital technologies to support more efficient, timely and impactful action within the agri-food marketing ecosystem. As emphasised during the opening ceremony, accurate data generates valuable information, valuable information enables better decisions, and better decisions create value, strengthen resilience and ultimately contribute towards greater national food security.

From Knowledge Exchange to Lasting Impact

The aspirations of i-CAM@MAHA 2026 are also closely aligned with the MAHA 2026 theme, “Value Creation for Food Security.” Both highlight the importance of transforming knowledge, innovation, technology and collaboration into tangible value for the agri-food sector. The conference also builds upon FAMA’s long-standing commitment to knowledge development through the Journal of Agribusiness Marketing (JABM), which has served as a platform for scholarly work related to agribusiness and agricultural marketing since 2008. Through i-CAM, this knowledge-sharing ecosystem is being expanded to provide greater opportunities for engagement among local and international academics, researchers, government agencies, industry players and agropreneurs.

The first day also featured an international keynote address by Assoc. Prof. Dr. Nirote Sinnarong, Dean of the Faculty of Economics, Maejo University, Thailand, alongside academic presentations, research poster presentations and networking activities. These sessions further supported the conference objective of connecting research and knowledge with real-world agricultural and market challenges.

The official opening ceremony was complemented by the i-CAM@MAHA 2026 launching gimmick, a visit to the exhibition and poster presentation displays, and engagement with conference participants, reflecting the combination of research, policy, industry and knowledge exchange that forms the foundation of the conference. Concluding his address, YB Datuk Chan Foong Hin expressed hope that i-CAM@MAHA 2026 would become more than a platform for sharing knowledge. He called for the conference to foster meaningful networks, drive innovation, strengthen collaboration and create lasting impact for the agri-food sector. The ultimate objective is to build a Malaysian agri-food sector that is more productive, competitive, sustainable, resilient and technology-driven, while ensuring the continued availability of sufficient, safe, quality and nutritious food for the nation.

With these aspirations, YB Datuk Chan Foong Hin officially declared the International Conference on Agribusiness Marketing (i-CAM@MAHA 2026) open, marking another step towards strengthening collaboration between knowledge, policy, technology and industry in advancing Malaysia’s agribusiness and food security agenda. Through stronger partnerships and the effective application of knowledge, data and innovation, i-CAM@MAHA 2026 is expected to contribute towards building a more resilient, competitive and future-ready agri-food ecosystem.