Heterogenous market preferences on cryogenic frozen jackfruit in Malaysia

Roslina Ali, . and Suhana Safari, . and Siti Nurathirah Abu Hassan, . and Nur Azlin Razali, . and Joanna Cho Lee Ying, . and Mohd Fadzli Mohamed, . (2024) Heterogenous market preferences on cryogenic frozen jackfruit in Malaysia. Journal of Agribusiness Marketing (Malaysia), 12. pp. 52-62. ISSN 2289-5671

The recent national policy continues to strategize for higher value and more competitive value-added commodities, including jackfruit, particularly for the export markets. The most crucial challenge of the jackfruit industry is to maintain the fruit's quality due to its limited shelf-life and the consequences of being fragile and perishable, exposing the fruits to higher losses. Fresh jackfruit can be stored no longer than 14 days to maintain its physical and nutritional qualities, limiting not only market activities along the supply chains but also market access, particularly for export purposes that often take 30-60 days depending on the logistics and destination. In line with the market need for frozen fresh products, the Malaysian Agricultural Research and Development Institute (MARDI) has developed the frozen jackfruit technology using cryogenic freezing techniques as an alternative marketing solution for fresh tropical fruits. Different from other freezing techniques, cryogenic applies liquid nitrogen as a freezing agent and could extend the shelf-life up to six months, while maintaining the quality of freshness, taste, colour and most importantly, nutritional values. Previous studies revealed that rapid freezing of fruits provides better quality and improves the internal microstructure. Recent market trends showed that frozen fruit is experiencing rapid growth, becoming more aggressive and one of the most promising market segments of the agribusiness sector, as consumers are increasingly shifting toward healthier food products. Additionally, the demand for frozen fruits has shown substantial growth due to their high nutritional values, progressively being used in industry applications, and thus gaining momentum in research activities along with the growing food markets.

Full text available from: Official URL: https://www.fama.gov.my/documents/20143/0/Heteroge...

Abstract

The recent national policy continues to strategize for higher value and more competitive value-added commodities, including jackfruit, particularly for the export markets. The most crucial challenge of the jackfruit industry is to maintain the fruit's quality due to its limited shelf-life and the consequences of being fragile and perishable, exposing the fruits to higher losses. Fresh jackfruit can be stored no longer than 14 days to maintain its physical and nutritional qualities, limiting not only market activities along the supply chains but also market access, particularly for export purposes that often take 30-60 days depending on the logistics and destination. In line with the market need for frozen fresh products, the Malaysian Agricultural Research and Development Institute (MARDI) has developed the frozen jackfruit technology using cryogenic freezing techniques as an alternative marketing solution for fresh tropical fruits. Different from other freezing techniques, cryogenic applies liquid nitrogen as a freezing agent and could extend the shelf-life up to six months, while maintaining the quality of freshness, taste, colour and most importantly, nutritional values. Previous studies revealed that rapid freezing of fruits provides better quality and improves the internal microstructure. Recent market trends showed that frozen fruit is experiencing rapid growth, becoming more aggressive and one of the most promising market segments of the agribusiness sector, as consumers are increasingly shifting toward healthier food products. Additionally, the demand for frozen fruits has shown substantial growth due to their high nutritional values, progressively being used in industry applications, and thus gaining momentum in research activities along with the growing food markets.

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Item Type:	Article
AGROVOC Term:	jackfruit
AGROVOC Term:	frozen fruits
AGROVOC Term:	tropical fruits
AGROVOC Term:	freezing
AGROVOC Term:	food industry
AGROVOC Term:	liquid nitrogen
AGROVOC Term:	extended shelf life
AGROVOC Term:	fruit quality
AGROVOC Term:	market access
Geographical Term:	Malaysia
Uncontrolled Keywords:	Frozen jackfruit, cryogenic, variety J33, export, Malaysia
Depositing User:	Nor Hasnita Abdul Samat
Date Deposited:	23 Feb 2026 04:52
Last Modified:	23 Feb 2026 04:52
URI:	http://webagris.upm.edu.my/id/eprint/2660

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