COVER STORY
May-June. 2025 | @ AGROBiz
COVER STORY
09
FARMERS FIRST: Razak on-site with farmers, fueling Ladang’ 57’ s commitment to hands-on quality and care.
GROWING FOR YOU: Razak and the Ladang’ 57 team working together, bringing the best produce from farm to your table.
Abdul Razak Aya
is the farm-to-export journey; each product is traceable, responsibly grown, and certified for international standards."
This dedication to quality helps build trust with customers worldwide. Additionally, Malaysia ' s strong halal credentials make Ladang ' 57 particularly appealing to consumers from the Middle East.
The emphasis on halal certification is especially crucial in markets where dietary laws significantly influence purchasing decisions, thereby enhancing the brand ' s appeal and reputation.
EXPANDING PRODUCT RANGE
In addition to the MD2 pineapples, Ladang ' 57 recently completed a successful trial shipment of fresh watermelons to Dubai, UAE. This expansion of their product range reflects a strategic move to diversify offerings.
Razak shared: " Ladang ' 57 is actively scaling its export portfolio to include other Malaysian tropical treasures such as papaya, jackfruit, and Cavendish bananas."
This expansion aims to showcase a broader range of Malaysia ' s agricultural diversity.
The company is also cultivating new crops, including golden
melon, passion fruit, and rockmelon, through its Agro Rangers programme.
" These crops are grown with export potential in mind, ensuring quality consistency and suitability for overseas demand.
" We plan to gradually introduce these fruits to Middle Eastern and Asian markets, building on the MD2 and watermelon model."
STRATEGIC MARKET POSITIONING
Ladang ' 57 ' s strategy for penetrating and expanding its footprint in the Middle East is both comprehensive and innovative.
" Our strategy is threefold: quality consistency, strategic partnerships, and storytelling," he explained.
The brand places great emphasis on ensuring that all fruits meet stringent quality and phytosanitary standards, supported by a robust cold chain infrastructure and contract farming. This logistical framework is essential for maintaining the freshness and quality of produce during transit.
On the ground, Ladang ' 57 collaborates closely with importers, wholesalers, and premium retailers to foster trust and establish brand awareness.
This collaboration is crucial in cultivating a strong market presence. Furthermore, the brand invests in digital traceability tools to create a narrative around each product, highlighting the journey of the product from the Malaysian farm to the consumer ' s table.
" This holistic model not only supports product acceptance but also drives loyalty among our overseas partners and end consumers, ensuring that customers feel connected to the origins of their food."
REPRESENTING MALAYSIAN QUALITY
Ladang ' 57 is committed to more than just selling fruit; it aims to convey a compelling story of quality, heritage, and ethical farming practices.
Ladang ' 57 stands for ' Premium Malaysian Goodness ', and its name pays homage to Malaysia ' s year of independence, which connects the brand to national pride and local farmers.
For international markets, the brand ' s narrative extends beyond the product itself. " For international markets, we tell the story behind each fruit: who grows it, how it ' s harvested, and why it matters," Razak noted.
Building an emotional connection with customers in the Middle East and Asia is vital for Ladang ' 57. Razak noted that consumers want to know more than just the quality of the product; they also care about its impact on farming communities.
EXPANDING WITH CONFIDENCE
Exporting fresh produce presents several challenges that Ladang ' 57 must overcome.
Razak acknowledged these hurdles: " Exporting fresh produce comes with