New B2B platform launched to support Malaysian farmers

AirAsia has launched OURFARM, a new business-to-business (B2B) e-commerce platform connecting Malaysian farmers directly with businesses. The Malaysian airline aims to support farmers by cutting out intermediaries and providing logistical support. The platform is a partnership with the Malaysian government and was launched on 15 June by representatives of AirAsia and Malaysia’s Minister of Agriculture and Food Industries. It will initially support over 1,000 government contract farmers and private farms. OURFARM leverages AirAsia’s ecosystem, which includes cargo, logistics and payment capabilities along with its database of businesses and consumers. Also, the platform offers farmers free training to digitalise their business with e-commerce courses from the RedBeat Academy. The service currently covers the Klang Valley area, with plans to expand nationwide in the near future. AirAsia said there is also the potential to build in export/import capabilities and regional expansion in the longer term. Datuk Kamarudin Meranun, executive chairman of AirAsia Group, said the platform would reduce the cost of supplying fresh produce:

“This platform is a disruptor and will help many small businesses by reducing the cost of fresh produce procurement by up to 25 per cent as they will be able to source directly from the agriculture producers.”

Lalitha Sivanaser, chief executive officer of OURFARM, told Bloomberg there has already been interest in using the platform to export fresh fruit:

“It’s the durian season now and we’re working very hard to get them on board. The Singaporeans, the Thais, as well Indonesians have reached out for durian exports using our platform.”