Understanding the mushroom industry and its marketing strategies for fresh produce in Malaysia

Hairazi Rahim, . and Mohd Tarmizi Haimid, . and Rozhan Abu Dardak, . Understanding the mushroom industry and its marketing strategies for fresh produce in Malaysia. pp. 27-37. ISSN 1823-8149

Mushroom is a new and small industry in Malaysia. This industry however is growing as one of the sources of food and a new source of wealth for farmers. This study was carried out to understand the potential of this industry particularly the issues and challenges that could slow down its development from the perspective of growers. A qualitative research paradigm was applied involving 15 people who were involved in this industry. Specifically a focus group discussion was used to gather information about their perception expectation and experience in cultivating and marketing fresh mushroom in Malaysia. This study revealed that the three main issues of concern within this industry were related to production marketing and government policies and initiatives. The production issues were related to managing the hot weather supply of low quality seeds and increase in production cost. In general the demand for oyster mushroom is more than the quantity supplied by growers. Thus there was no competition in marketing the oyster mushroom especially in the Klang Valley area. The higher demand resulted in higher price. Ther price of oyster mushroom is determined by marketers. However the marketers still need to strategize the marketing effort by fulfilling the consumer needs and wants. This study also revealed that RD on the production system to overcome the environmental issue introduction of new seeds training and subsidy on the production house are some initiatives required from the government. The mushroom industry has the potential to be developed due to higher demand from local and global consumers.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.8%20(2...

Abstract

Mushroom is a new and small industry in Malaysia. This industry however is growing as one of the sources of food and a new source of wealth for farmers. This study was carried out to understand the potential of this industry particularly the issues and challenges that could slow down its development from the perspective of growers. A qualitative research paradigm was applied involving 15 people who were involved in this industry. Specifically a focus group discussion was used to gather information about their perception expectation and experience in cultivating and marketing fresh mushroom in Malaysia. This study revealed that the three main issues of concern within this industry were related to production marketing and government policies and initiatives. The production issues were related to managing the hot weather supply of low quality seeds and increase in production cost. In general the demand for oyster mushroom is more than the quantity supplied by growers. Thus there was no competition in marketing the oyster mushroom especially in the Klang Valley area. The higher demand resulted in higher price. Ther price of oyster mushroom is determined by marketers. However the marketers still need to strategize the marketing effort by fulfilling the consumer needs and wants. This study also revealed that RD on the production system to overcome the environmental issue introduction of new seeds training and subsidy on the production house are some initiatives required from the government. The mushroom industry has the potential to be developed due to higher demand from local and global consumers.

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Item Type:	Article
AGROVOC Term:	Mushrooms
AGROVOC Term:	Oyster mushroom
AGROVOC Term:	Agricultural industry
AGROVOC Term:	Fresh products
AGROVOC Term:	Agricultural research
AGROVOC Term:	Marketing strategy
AGROVOC Term:	Production potential
AGROVOC Term:	Perception
AGROVOC Term:	Production
AGROVOC Term:	Agricultural policies
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9710

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