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Malaysia External Trade Development Corporation | 1

1) OVERVIEW OF MALAYSIA
2) MALAYSIA EXTERNAL TRADEDEVELOPMENT CORPORATION (MATRADE)
3) MALAYSIA TRADE PERFORMANCE
4) STRATEGIC PARTNERS - INDUSTRIAL
DEVELOPMENT & EXPORT PROMOTION
5) VENTURING INTO EXPORT MARKETS

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1) OVERVIEW OF MALAYSIA

MALAYSIAAFRICA- located in South East Asia
- between Thailand in the north and Indonesia, in the south
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2000s
1990s
1980s
1970s

1957

www.matrade.gov.myPromoting Exports Of Services

Manufacturing Of High Technology
Products & Moving into Export Of
Services.

Manufacturing For Export Markets.

Manufacturing Import Substitution
Products.

Independence : Rubber Plantation &Tin Mining.

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 Ministry of Commerce and Industry – established in
April 1956
 Renamed - Ministry of Trade and Industry in Feb 1972
 Ministry was separated into two ministries on 27 Oct
1990- Ministry of International Trade and Industry (MITI)- Ministry of Domestic Trade and Consumer Affairs(KPDN)
 Export Promotion was handled by a unit called
MEXPO
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Malaysia External Trade Development Corporation | 52) MALAYSIA EXTERNAL TRADE DEVELOPMENTCORPORATION (MATRADE)ESTABLISHMENT
Act of Parliament,
Malaysia External
Trade
Development
Corporation Act
1992

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OPERATIONAL

Since March 1993ROLE
The National Trade
Promotion Agency
under the Ministryof International
Trade and Industry(MITI)

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VISION
Positioning Malaysia as a
Globally Competitive Trading Nation

MISSION
Promoting Malaysia’sEnterprises to the World

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BOARD OF DIRECTORSCHIEF EXECUTIVE OFFICER(CEO)DEPUTY CEOTRADE AND SERVICES PROMOTION DIVISION IELECTRICAL &ELECTRONIC AND
SPECIAL
ICT SECTION
PROJECTS I_______
MALAYSIA
KITCHEN

FOOD,
BIOTECH& HALALSECTION_______NORTH AMERICA KOREA, TAIWANLATIN AMERICA
JAPAN,
AUSTRALASIADEPUTY CEOTRADE AND SERVICES PROMOTION DIVISION II

HEALTH &OIL & GASENVIRONMENTAL
AND CHEMICALPRODUCTSSECTIONSECTION______________CENTRAL ASIA
SOUTH ASIA

INTERNAL
AUDIT
UNIT

GCC, IRAN,
IRAQ, YEMEN,LEBANON,
PALESTINE,SYRIA, JORDAN

SPECIAL
PROJECTS IIPROJECT
QATAR
& MSE

BUSINESSSERVICES& BUILDING
MATERIALSSECTION_______CHINA,
HONG KONG& MACAU

TRANSPORT,CONSTRUCTIONLIFESTYLESERVICES &LOGISTICS,
SECTION
MACHINERY &PROFESSIONAL_______MRO SECTIONSERVICESSECTION_______NORTH AFRICA_______SUB-SAHARANEU
AFRICAASEAN
EASTERN EUROPE

STRATEGIC PLANNING
DIVISION

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Warsaw
LondonMoscowFrankfurt
Kiev
The Hague
Budapest
Paris
Tashkent
Milan Istanbul

Toronto
New York
Los Angeles

BeijingChengduGuangzhou

Seoul Tokyo
Osaka
Cairo
Shanghai Taipei
Doha
MumbaiHong Kong
Hanoi Manila
Jeddah Dubai
Bangkok
Ho Chi Minh City
Phnom Penh

Miami
Mexico City

Chennai
Singapore
NairobiJakartaSantiago

Sao Paulo
Buenos Aires

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Johannesburg

 HQ - KL 35 Trade Offices
 8 Marketing Offices= 650 employees

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Northern
Regional
Office(Penang)

Eastern Regional
Office(Kuala Terengganu)

Kota Kinabalu (Sabah)

MBIC(Perak)MBIC(Malacca)

Southern Regional Office(Johor)

Kuching(Sarawak) 5 Regional Offices
 2 Malaysia Business Information Centre (MBIC)
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ExportPromotion

Exporters
Development

Policy andStrategy
Formulation

Trade &
MarketInformationwww.matrade.gov.my

Trade
Advisory
Services

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Aim:
 Assist SMEs to develop the necessary skills and knowledge topenetrate and further expand their export markets.

Programme: Company with export potential are selected to join programme Company will be closely guided for 3 years to help them export
 Activities : export promotional activities, training, seminars andvisitation programmes
 provide market and product consultation
 Company allowed to participate in 3 events organised by
MATRADE for 3 years

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MATRADE Portal

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3) MALAYSIA’S TRADE PERFORMANCETOTAL TRADEEXPORT

IMPORT
TRADE BALANCE

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Eastern
Europe1.3 % ShareEU
10.4 % shareAsia
71.3% Share

North America
8.7% Share

Africa
2.6% Share
Latin America
1.8% Sharewww.matrade.gov.my

Oceania &Australasia
4.4% Share

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Compiled by : MATRADE

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RM billion

IMPORTS (DEBIT)EXPORTS (CREDIT)

TRADE BALANCE

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4) STRATEGIC PARTNERS- INDUSTRIAL DEVELOPMENT & EXPORT PROMOTION
Government Sector
Ministry ofAgriculture andAgro-based
Industry (MoA)

PrivateSector

Technology Park
Malaysia (TPM)

Farmer’s
Organization
Authority Malaysia(LLP)

Federation of
Malaysian
Manufacturers(FMM)

National Savings
Bank (BSN)Standards &Industrial ResearchInstitute of
Malaysia (SIRIM)

Malaysia Timber
Council (MTC)

Industry and Trade
Associations

Malaysia Palm Oil
Board (MPOB)

FederalAgriculturalMarketingAuthority (FAMA)

Construction
Industry
Development
Board (CIDB)

Chambers ofCommerce

Malaysia Rubber
Export Promotion
Council (MREPC)

Malaysian
Agricultural
Research &Development
Institute (MARDI)

State Government
Agencies

Business Councils

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SME CORP MALAYSIA Established on 2 May 1996.
 An agency under the MITI and is the central point ofreference for information and advisory services for all SMEs
in Malaysia
 Functions:• Coordination of policies and programmes for SMEs
• Provide business advisory and information for SME• Develop competitive SMEs through capacity building
programmes

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STANDARDS AND INDUSTRIALRESEARCH INSTITUTE OF MALAYSIA(SIRIM) Established on 1 September 1996
 National organisation for standards and quality
 Prime mover in industrial R&D & promoter of technological excellence in
the Malaysian industry
 Increase international acceptance of Malaysian products and services
 Functions:• Develop Malaysian standards and promote standardisation andquality assurance for greater competitiveness• Promote and undertake scientific industrial research• Provide technology transfer and consultancy services

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MALAYSIAN AGRICULTURE RESEARCH
AND DEVELOPMENT INSTITUTE (MARDI)
 Established in 1971
 Involve in generating and promoting new, appropriate and efficienttechnologies towards the advancement of the food, agriculture,
and agro-based industries
 Functions:• Conducts commercial research and production• Disseminates information and advisory services - throughpublication of reports, periodicals and organise conferences andlectures• Provides expert services such as consultancy services,laboratory analysis, quality assurance and contract R&D• Provides trainings to cater for the development of food,agriculture and agro-based industry

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FARMER’S ORGANIZATION AUTHORITY
MALAYSIA (LLP) Established on 14 February 1973.
 Responsible to alleviate the agro society economy and social under
one umbrella/body Oversees farmers’ organisations and agriculture based cooperatives
 Functions:• Boost, encourage and endeavour economic and social progressof farmer’s organisations• Register, control and supervise Farmer’s Organisations• Design and implement any agricultural development in Farmer’s
Organisations• Control and coordinate the implementation ofactivities
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FEDERAL AGRICULTURAL
MARKETING AUTHORITY (FAMA) Established on 30 September 1965
 Marketing agency for food and agriculture products
 Functions:• Coordinate agricultural marketing activity both in private sector orgovernment agencies• Improve marketing system and expand new markets• Collaborate with private sector and government agencies to create
efficient and effective agriculture marketing infrastructure andsupply chain system• Enhance management efficiency in agricultureindustry related to marketing activity orprocessing of agricultural products

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TECHNOLOGY PARK MALAYSIA(TPM)
 Established on 1 September 1996
 Support development in manufacturing industries, including ICT, biotech andengineering Provides prime locations for industries
 Functions:• Incubate and nurture knowledge-based enterprises by providing expertiseand support in technical & business skills.
• Provide handholding services - comprehensive coaching, mentoring,consultancy & training to enhance technopreneurship.
• Facilitate R&D, Innovation and Commercialisation activities by providing
advanced infrastructure, equipment & facilities.
• Facilitate government & private sector
smart partnerships in technology development &commercialisation of research results.
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BANK SIMPANAN NASIONAL
MALAYSIA/NATIONAL SAVINGS BANK(BSN) Established on 1 December 1974
 Government owned bank in Malaysia aimed to encouragesavings, investments and smart financial management
 Functions:• Provide loans to SMEs
• Promote savings, particularly from small savers• Inculcate the habit of thrift and savings

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5) VENTURING INTO EXPORT MARKETSMUHAZRIN HOLDING SDN BHD
 Established in 2010
 Brand : VIAS
Website:www.viasfood.com
www.muhazrin.com

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Products(i)

Ready To Use Pure Wet Spices (packed in glass
bottles)e.g. Ginger puree, lemon grass puree, red chilli puree,
turmeric puree, coconut puree, etc(ii)

Malay Ethnic Food Convenient Packe.g salted sour fish, hot chilli tempoyak sauce,
pickled hot chili pepper, etc.

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Capping Machine

Cooking Kettle

Roughness Grinder

Paste Filler

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RetortWet Grinder

Ink jet PrinterShrink Wrap Machinewww.matrade.gov.my

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Operation
 Started operating at Home, moved to shop lot & now
operating in Technology Park Malaysia (TPM) TPM provides R&D support for commercialisation &product improvement
 Recipe of products from company
 Offer wide range of products, to facilitate buyers
 Source raw materials/agricultural produce from open
wholesale market, FAMA & Farmer’s Organisaton
Authority
 Company has grown - annual turnover of RM60,000(USD20,000) in 2010 to RM360,000 (USD120,000) in 2011www.matrade.gov.my

Malaysia External Trade Development Corporation | 39How Company Started Exporting Attended exporter development seminars on productrequirement and market organised by MATRADE Participated in various trade fairs in London, Malaysian
Kitchen Programme & other fairs (Royal Perth Show,
Consumer Fair Brunei), specialised marketing mission
organised by MATRADE & Food Trade Association
 Company able to adapt to changes fast - able to make fast
decision Obtained loan from BSN
 Participated in development and capacity building
programmes organised by SME Corp

Export Markets – London, Singapore, Mauritius,
Australia, US.

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PAWADA FOOD INDUSTRIES SDN
BHD Established in 1991
 Brand : PAWADA
 Website:www.pawada.com.my

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Products
 Original black paper sauce Hot and spicy black paper sauce
 Chili sauce Dark soy sauce Tomato sauce Young coconut juice with Pulp
 Sweet corn
 Borneo pineapple Lemongrass in Brine Cordials drink

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Operation
 Started as a grocery shop in 1986 with 2 staff
 Produced soya and tomato sauce in a small factory ventured into pepper based food products in 1997 - pepper is one of
the famous food ingredient grown in Sarawak operating a factory at Sarawak Industrial area - rented from state
government, with 15 workers
 Expanded - turnover of RM500,000 (USD 166,000) in 1991 and now
RM1.5 million (USD 0.5 million) in 2011
 Driven by Quality oriented philosophy• ISO 9002 certified by SIRIM• Halal Certification• In Process of obtaining Hazard Analysis and Critical Control Points(HACCP)• Recipient of the Industry Quality Excellence Award in 1997 own R&D team, and assisted by SIRIM and MARDI
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How Company Started Exporting Under MATRADE Hand Holding programme in 2004
 Attended exporter development seminars organised by
MATRADE Participated in International Food Exhibitions such as SIAL
Paris and ANUGA in Frankfurt organised by MATRADE &other exhibitions under FAMA and State government
 Work with Sarawak government, MARDI and SIRIM for R&D,
Agricultural department for source of materials

Export Markets- Africa, UK (Tesco), Ireland, Singapore,
Brunei, Jeddah and Arab Saudi.

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BORNEO TO THE WORLD SDN BHD
 Established in 2011
 Brand : Borneo to the World Website:www.borneototheworld.com

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Products
 All natural bath and facial soaps, hand made with goodquality, natural ingredients.
 Uses Dabai Fruit, Sago stem, Sarawak Pepper, Bario Riceand Kacangma leaf & goat’s milk, which have been used by
the locals of Borneo for generations containing
therapeutic properties that benefit the skins.
 Common commercial soaps’ ingredients like artificial
colorants, fragrances and preservatives are excluded.

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1) Body Bath
 Dabai Sarawak• Rich in minerals and antioxidants, and is moisturizing andhydrating. Good for damaged and mature skin. Kaffir lime has
energizing and rejuvenating properties.
 Lada Sarawak• Rich in vitamins, minerals and antioxidants. Excellent for muscle
and joint pains.
 Beras Bario• Packed with minerals. Traditionally used for skin whitening,
detoxifying and toning.
 Sagu Mukah• Traditionally skin whitening and pigmentation remedy. Excellent
as toner and gentler scrub. Kacangma is rich in minerals. It is usedby mothers in Borneo after childbirth to restore strength anduterine muscle tone.
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 Beras Bario with Green Tea• Packed with minerals. Traditionally used for skin whitening,
detoxifying and toning. Green tea contains powerful antioxidants.
Helps eliminate toxins and good for acne. Soya rich in vitamin E
and natural antioxidants. Good moisturizing properties.
 Limau Masam• Kaffir Lime has energizing and rejuvenating properties.
 Lada Sarawak with Luffa• Rich in vitamins, minerals and antioxidants. Excellent for muscle
and joint pains.

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2) Body bath for mothers and babies Honey and Oats
• Honey is antibacterial. Natural and healer rich in vitamins,
minerals, amino acids and antioxidants. Oats restores moisturebalance and soothes skin. Gentle exfoliation gives smooth, softand glowing skin.

3) Facial cleanser Dabai Sarawak• Dabai is rich in minerals and antioxidants - is moisturising andhydrating. Good for damaged and mature skin.
 Lavender Geranium• Lavender is antibacterial. Light and pleasing aroma enhancesmood and produces a sense of peace and calm. Geranium isantibacterial and deodorizing with astringent properties. Aids
elimination of body odor. Enhances mood.
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Pepper

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Wide Range ProductMalaysia External Trade Development Corporation | 52

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Operation
 Started in 2010 with 2 staff and now operating with 15 staff
 Position their brand as all natural premium skin products Incorporate CSR elements in marketing products• Donate 10% of net profits from the sale of soaps madefrom the ingredients of Rain Forests of Borneo to
Malaysian National Commission for UNESCO's
Conservation Fund for the Gunung Mulu National Park,
the only World Heritage Site in Sarawak.
• Buy jungle fruits and herbs which are sustainably
harvested from the Rain Forests of Borneo directly fromfarmers in villages in Borneo at fair prices to help improvetheir quality of life and economic well being.
• Employ less fortunate members of the local community( 4 persons), those with speech and hearing impairment ,provide them security with stable income.

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 Adopt world-class standards in manufacturing processes
and service deliverables• Factory is certified with Good Manufacturing Practices(GMP) and the ISO 9001:2008 Quality Management
Systems.
• Use Cold Process in soap making to retain and maintainthe original state and constituents of the naturalingredients. The cold process is a time consuming
process - takes up to 1 month for soaps to age naturally
before it can be sold, unlike other process which takes
hours to age and ready for use.

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How Company Started Exporting Started from the house and now operating in a factory In-house R&D and supported by Agriculture ResearchCentre, Sarawak Participated in trade fairs with MATRADE Undertake E-commerce, radio promotion
 Outlets in airports in Malaysia
Export Markets – Singapore and whole world.

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MTC ADVANCE MARKETING SDN
BHD Established in 2005
 Brand : Madu Unggul
 Website:www.maduunggul.com.my

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Products
 All types of honey- royal jelly- propolis- bee pollen- polyflora honeywww.matrade.gov.my

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Operation
 Started as a trading company supplying food items.
 End of 2011 – started operating 3 honey farms in Penang.
 To date - 12 honey farms in Penang & expanding.
 Work closely with MARDI on R&D & with Agricultural and Forestry
department on placement of honey boxes in selected locations.
 Honey boxes are placed in farms/lands belonging to farmers andAgricultural Department and in forests.
 Bees will feed on the surrounding habitat – flowers from fruits andflowers.
 Each honey box can produce 40 kg of honey, every month.
 Honey boxes are also sold at RM1,000 (USD 330) per box together
with the queen bee and bees to individuals under contract
arrangement.
 Honey produced are sold to MTC Advance Marketing.
 Factory is certified with Good Manufacturing Practices (GMP).

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Malaysia External Trade Development Corporation | 65How Company Started Exporting Under MATRADE handholding programme.
 Participated in trade fairs organised by MATRADE : Canton
Fair 2011(Guangzhou), Gulf Food 2012 (Dubai), Malaysia
Week 2012 (Xian).
 Work closely with Penang Regional development authority(PERDA) to develop the packaging and quality.
 Attended development programmes organised by SME
Corp.
Export markets - Brunei & China

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THANK YOU
AUREEN JEAN NONIS
Director
MATRADE HQ
aureen@matrade.gov.my
Website: www.matrade.gov.my

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