FAMA (the Federal Agricultural Marketing Authority) is a statutory body under the Ministry of Agriculture and Food Security, established on 30 September 1965 under the Federal Agricultural Marketing Authority Act 1965 [Act 141]. Its core function is to market agrofood produce — vegetables, fruits, flowers and food-industry products — by expanding market space, building marketing infrastructure, developing entrepreneurs, and overseeing the grading and labelling of agricultural produce. FAMA operates a network of farmers' markets and retail outlets such as My Farm Outlet and Agrobazaar Rakyat that connect small producers directly to consumers.
- Statutory body under the Ministry of Agriculture and Food Security; established 30 September 1965 under Act 141
- Marketing scope is agrofood — vegetables, fruits, flowers and food-industry products — not rubber, palm oil or paddy
- Five pillars: market-space development, marketing infrastructure, entrepreneurship, product marketing and marketing regulation
- Oversees the registration, grading, packaging and labelling of agricultural produce through subsidiary regulations under Act 141
- Direct-sale channels include Permanent Farmers' Markets, My Farm Outlet, Agrobazaar and Fresh Fruit Stalls
- Producers can take part through programmes such as Contract Farming and the RANTAI supply chain
Who this applies to: Farmers, smallholders, agrofood entrepreneurs and consumers who want to understand FAMA's role in marketing farm produce and how to access its sales channels.
On this page
A vegetable farmer in the Cameron Highlands may grow the finest produce, yet the price received at the farm often differs sharply from the price on a city stall. That gap — between farm and plate — is the business of a statutory body whose name is rarely mentioned but whose work is often felt.
At a glance
| Full name | Lembaga Pemasaran Pertanian Persekutuan (Federal Agricultural Marketing Authority) |
| Abbreviation | FAMA |
| Type | Federal statutory body |
| Under | Ministry of Agriculture and Food Security (KPKM) |
| Incorporated | 30 September 1965 |
| Establishing act | Federal Agricultural Marketing Authority Act 1965 [Act 141] |
| Website | fama.gov.my |
What does FAMA do?
FAMA is a marketing agency, not a production agency. It does not teach people how to farm — that is the job of other departments. Its focus begins after the harvest: how produce reaches buyers at a reasonable price while producers still earn a fair return.
Its marketing scope is agrofood — vegetables, fruits and flowers, as well as food-industry products and basic agricultural produce. Three core aims guide its work:
- Expanding market opportunities for agricultural produce at home and abroad.
- Increasing producers’ incomes.
- Ensuring agricultural produce and food remain readily available and affordable to consumers.
How does FAMA organise its work?
FAMA sets out its approach through five development pillars. Each pillar addresses one part of the marketing problem.
| Pillar | What it manages |
|---|---|
| Market-space development | Opening and expanding places where produce can be sold |
| Marketing infrastructure development | Physical facilities — markets, collection centres, logistics |
| Entrepreneurship development | Training and upgrading agrofood entrepreneurs |
| Product marketing development | Sales, promotion and branding programmes |
| Marketing regulation development | Registration, grading, packaging and labelling |
What laws does it enforce?
FAMA’s authority derives from Act 141, supported by several subsidiary regulations that govern how agricultural produce is registered, graded and labelled:
- Registration Regulations (1989) — registering those involved in the processing or marketing of agricultural produce.
- Grading, Packaging and Labelling Regulations (2008) — grade and label standards for agricultural produce.
- Fruit Export Licensing Regulations (1990) [P.U.(A) 65/90].
- Marketing Schemes for selected commodities — among them the Coconut Marketing Scheme (1973), the Vegetable Marketing Regulations (1975) and the Coffee Marketing Scheme (1971).
How do small producers sell through FAMA?
This is where FAMA is most visible to the public — a network of direct-sale channels that bypass middlemen and bring farm produce straight to consumers.
| Channel | What it is for |
|---|---|
| Permanent Farmers’ Market (PTK) | Fixed farmers’ markets, usually 6am–4pm |
| Agrobazaar (ABR / AKR) | Retail premises selling food and fresh farm produce |
| My Farm Outlet (MFO) | Modern retail outlets — including in Putrajaya and Chendering |
| Fresh Fruit Stall (GBBS) | Fresh fruit stalls |
| Contract Farming | Grow-and-buy agreements; applications processed within 14 working days |
| RANTAI | Supply-chain programme — sales through marketing partners, training and logistics |
To give a sense of the scale of this network, an October 2021 news report quoted FAMA reporting sales of RM122 million from 1 September to 18 October 2021 — less than two months — across 368 locations reopened under standard operating procedures after movement restrictions. According to the same report, that figure covered 35 permanent farmers’ markets, 266 farmers’ markets, 19 fresh fruit stalls, five Agrobazaars at R&R areas and five pasar tamu. (This figure is a 2021 quotation, not current data — see the verification notes.)
A note on rates and conditions
This page does not list registration fees, programme eligibility conditions or
outlet locations in detail. These details change from time to time and are
handled by different divisions within FAMA. Confirm at fama.gov.my or contact
the Marketing Institutions Development Division on the date of your dealings.
What’s next
If you are an agrofood producer or entrepreneur, first identify the channel that
suits you — direct sales at a farmers’ market, placement in an Agrobazaar or My
Farm Outlet, or participation in programmes such as Contract Farming and RANTAI —
then check the participation forms and conditions at fama.gov.my. If you are a
consumer, a list of FAMA farmers’ markets and outlets in your area is also
available on the agency’s official site.
Under what act was FAMA established?
FAMA was established under the Federal Agricultural Marketing Authority Act 1965 [Act 141], with the Authority incorporated on 30 September 1965.
What agricultural produce does FAMA market?
FAMA is responsible for marketing agrofood products such as vegetables, fruits and flowers, as well as food-industry products and basic agricultural produce.
How can small farmers sell through FAMA?
Producers can market directly to consumers through FAMA channels such as Permanent Farmers' Markets, Agrobazaar, My Farm Outlet and Fresh Fruit Stalls, or take part in programmes such as Contract Farming and RANTAI. Participation details are confirmed at fama.gov.my.
The following are deliberately unstated or described only qualitatively until confirmed by a subject-matter expert:
- Angka jualan RM122 juta (1 Sept–18 Okt 2021) dan pecahan 368 lokasi adalah petikan akhbar 2021 — bukan data terkini; sahkan sama ada FAMA menerbitkan angka rasmi terkini sebelum digunakan sebagai statistik semasa.
- Komponen lokasi yang disenaraikan (35 pasar tani kekal, 266 pasar tani, 19 gerai buah segar, 5 Agrobazaar, 5 pasar tamu) berjumlah 330, tidak 368; sumber sendiri melaporkan jurang ini. Perkataan 'termasuk' menandakan senarai separa — sahkan pecahan penuh dengan FAMA jika angka tepat diperlukan.
- Bilangan tepat, lokasi dan waktu operasi outlet (Pasar Tani Kekal, My Farm Outlet, Agrobazaar, GBBS) berubah dari semasa ke semasa; sahkan di fama.gov.my pada tarikh penerbitan.
- Tajuk, tahun kuat kuasa dan rujukan P.U.(A) peraturan subsidiari perlu disemak semula terhadap teks warta rasmi (bukan ringkasan laman FAMA) sebelum sebarang penggunaan undang-undang.
Sources
- Latar Belakang — FAMA — Lembaga Pemasaran Pertanian Persekutuan (FAMA)
- Objektif / Undang-Undang — FAMA — Lembaga Pemasaran Pertanian Persekutuan (FAMA)
- Akta / Peraturan (Regulatori) — FAMA — Lembaga Pemasaran Pertanian Persekutuan (FAMA)
- Soalan Lazim (FAQ) — FAMA — Lembaga Pemasaran Pertanian Persekutuan (FAMA)
- FAMA outlets record RM122m of sales in less than two months — Malay Mail
Change history
| Version | Date | Change | By |
|---|---|---|---|
| 01.00 | 1 Aug 2026 | Approved and published. | — |