Fama celebrates La Fruta’s breakthrough into Jordan market with exports worth over RM364,000
Nine stock-keeping unit (SKU) products were shipped via sea containers, including pineapple and mango-based items.
SHAH ALAM – The Federal Agricultural Marketing Authority (Fama) celebrates the success of La Fruta Food Industries Sdn Bhd in expanding its export business, marking a new milestone as the company breaks into the Jordanian market.
The Fama-mentored company made its first export shipment to Jordan, valued at RM364,316.35.
Its chairman Aminuddin Zulkipli said nine stock-keeping unit (SKU) products were shipped via sea containers, including pineapple and mango-based items.
“This shipment marks another market breakthrough for the company in the Middle East, following its success in Kuwait, Saudi Arabia, Qatar and Libya.
“Fama was involved from the early stages through promotional efforts, including bringing the company to international exhibitions and assisting with packaging and labelling.
“We hope such launches will continue to expand market opportunities. Fama will also play a role in encouraging local fruit producers, particularly those growing mango, passion fruit, jackfruit, dragon fruit and pineapple,” he said.
He said this after officiating the flag-off ceremony for La Fruta Food Industries Sdn Bhd’s export products to the Jordanian market in Kota Kemuning on Thursday.
Also present were Fama director-general Abdul Rashid Bahri, La Fruta Food Industries Sdn Bhd managing director Emily Siew Teen, and food and services manager Richard Low.
Aminuddin said Fama would continue to strengthen strategic collaborations with industry players to ensure local products gain access to more international markets.
“The main strategy for Fama is to build strong partnerships with industry players and adapt products to meet real market demands in the Middle East, as consumer preferences vary by country.
“Sharing market insights is vital. In addition, Fama, together with other agencies under various ministries, implements campaigns to boost planned production and offer incentives based on key focus areas while maintaining required quality standards.
“This cooperation ensures the continuity of marketing and production for local fruits, whether in domestic or international markets,” he added.
The company, well known for its Fruttose brand, produces fruit-based decorative toppings and has obtained several certifications including the Industry Responsibility Safe Food Certification Scheme (MeSTI), Halal, Good Manufacturing Practice (GMP), and Hazard Analysis Critical Control Point (HACCP).
Moving forward, La Fruta Food Industries is conducting research and development (R&D) to create new fruit-based products using local fruits such as durian and pisang berangan for export to China and South Korea.
Fama will also collaborate with the company to provide facilities at the Fama Rengit Food Processing Centre to support the production of fruit-based jams currently being developed by the company.
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