How will MAHA 2022 benefit farmers and consumers directly?

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MAHA 2022 Will Facilitate Direct Transactions Between Producers and Consumers to Reduce Exploitation

The Malaysia Agriculture, Horticulture and Agrotourism Exhibition (MAHA) 2022 is designed to establish a direct business chain between agricultural producers and consumers. This initiative aims to eliminate the role of middlemen, thereby preventing them from exploiting the situation and accumulating excessive wealth, as highlighted by Deputy Minister of Agriculture and Food Industries Datuk Nik Muhammad Zawawi Salleh. The event, scheduled from August 4 to 14 at the Malaysia Agro Exposition Park Serdang (MAEPS), seeks to foster a more equitable system within the agriculture sector and food supply chain, a goal previously emphasized by Prime Minister Datuk Seri Ismail Sabri Yaakob in efforts to control the rising cost of living.
Establishing a Direct Producer-Consumer Business Chain

MAHA 2022 will create a direct business model that bypasses intermediaries, allowing for transactions to occur between farmers and consumers without third-party interference. This direct engagement is intended to ensure that producers receive a fairer price for their goods and that consumers benefit from more competitive pricing, as the profit margins typically captured by middlemen are redirected. The exhibition will serve as a physical nexus for these direct dealings, facilitating connections that might otherwise be difficult to establish.
Addressing Middlemen Exploitation and Inflationary Pressures

The explicit objective of eliminating middlemen stems from concerns about their practice of exploiting market conditions and accumulating wealth, particularly in the context of rising inflation. By removing these intermediaries, MAHA 2022 aims to directly address the issue of inflated prices that affect both farmers' profitability and consumers' purchasing power. This approach aligns with broader government efforts to manage the cost of living, as advocated by the Prime Minister on May 18.
Projected Impact and Visitor Engagement

The exhibition is anticipated to be a significant event, projecting an attendance of 1.1 million visitors over its 11-day duration. Beyond facilitating direct trade, MAHA 2022 is expected to generate substantial economic activity, with a projected potential sales value exceeding RM250 million. This economic projection underscores the scale of the intended market engagement and the potential for direct transactions to drive significant revenue for producers and value for consumers.
Thematic Focus on Future Food Security

Under the theme “Food Security for the Future,” MAHA 2022 will showcase various innovations and concepts within the agricultural sector. While the primary focus is on the economic benefits derived from eliminating middlemen, the broader theme suggests an underlying commitment to ensuring a stable and accessible food supply for the future. Attractions like the Agro-Food Floriculture Park, featuring concepts such as the Miracle Garden and smart farming technology, aim to highlight advancements that contribute to a more sustainable and secure food ecosystem.

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How will MAHA 2022 benefit farmers and consumers directly?

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