FAMA AND SHOPEE TO INCREASE PARTICIPATION OF LOCAL FARMERS AND ENTREPRENEURS AFTER ENCOURAGING E-FAMAPLACE PERFORMANCE
The Federal Agriculture Marketing Authority (FAMA) and Shopee are looking to invite more local farmers and entrepreneurs into their eFAMAPLACE campaign after recording nine times return on investment (ROI) in just two months since the campaign began on 17 December 2020.
To digitalise marketing for Malaysia agro-food products, FAMA has established a strategic collaboration with e-commerce operators including Shopee. eFAMAPLACE on Shopee is part of FAMA’s continuous efforts to help farmers and entrepreneurs open online stores and equip them with digital marketing knowledge. The aim is to prepare them for more challenges in the face of the Covid-19 pandemic. FAMA’s Agrobazaar Malaysia store on Shopee which opened in May 2020 has listed more than 250 products produced by local farmers and entrepreneurs.
The eFAMAPLACE features a microsite that is home to 7,000 items ranging from fruits and vegetables to seafood, poultry as well as flowers. Malaysians can find durian, tomatoes, starfruits, dragon fruits, beef, chicken, fresh cut flowers, orchids as well as anchovies, cooking paste, spices and more, making it a one-stop site to source for Malaysian agro-food products. To access the e-marketplace, Shopee users only need to type “FAMA” or “eFAMAPLACE” in the search bar.
The campaign now seeks to assist even more local farmers and entrepreneurs to set up their online stores on Shopee, and will collectively be marketed via the eFAMAPLACE microsite. To encourage users to purchase and support local products, FAMA has allocated 50,000 vouchers valued between RM5 to RM20 for the entire duration of the campaign till August 2021.The vouchers that have been redeemed in the past two months since 17 December 2020 so far have recorded more than half a million Ringgit in sales.
Dato’ Zainal Abidin Yang Razalli, Director General of FAMA said, “From the results thus far, we can see that digital marketing is essential. Therefore, FAMA will encourage our farmers and entrepreneurs to venture into digital marketing which enables them to market their products directly to consumers for everyone’s benefit. Our partnership with Shopee has proven to be an effective method to assist local farmers and entrepreneurs expand their market reach. Shopee has also committed to support the farmers and entrepreneurs with onboarding and education via Shopee University. We hope that these efforts will improve the standard of living for farmers and entrepreneurs nationwide.”
To match FAMA’s contribution, Shopee is providing support in the form of publicity and exposure to the sellers via its marketing assets on the App, website and through social media. Efforts by Shopee to promote local produce and products include dedicated livestreaming shows with Shopee Celebrity Squad A-lister Erma Fatima or better known as Mak Cun via its channel Shopee Live.
Commenting on the collaboration with FAMA, Ian Ho, Regional Managing Director of Shopee said, “In a win-win for local communities, we are able to give consumers access to agricultural products directly from the hands of the local farmers and entrepreneurs through this campaign. Our partnership with FAMA empowers the agricultural community and shows how e-commerce breaks longstanding divides between farmers, fishermen and the direct consumers of their goods. It is truly humbling to be given this opportunity to support the digitalisation of Malaysia’s agricultural economy by providing a robust ecosystem for fishermen and farmers to sell on.”
To know more about eFAMAPLACE, users can tune in to Shopee Live at 5PM on 1 and 3 March 2021 to catch the FAMA edition of the Mak Cun livestream series. Hosted by Erma Fatima, together with Datin Rita Sosilawati on 1 March and Datin Nur Shahida binti Mohd Rashid on 3 March together with Senior Director of FAMA’s Market Promotion Division, Pn. Rosilawati Abu Hassan, they will share mouth-watering recipes using the freshest ingredients available at eFAMAPLACE. They will also be giving away exclusive vouchers during the shows for users to enjoy attractive savings when they shop at eFAMAPLACE.
Users who check out eFAMAPLACE during the Shopee 3.3 Supermarket Sale from now till 3 March 2021 will also enjoy RM20 off with a minimum spend of RM80. Additionally, the 3.3 Supermarket Sale is offering users free shipping with minimum spend of RM10, daily 50% deals and bargains from as low as 33 sen when they shop on Shopee.
Shop and support local farmers and entrepreneurs at eFAMAPLACE via https://shopee.com.my/m/efama.
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