This evolution , propelled by a blend of unwavering dedication and strategic foresight , has not only reshaped MATRADE but also positioned it as a pivotal player in Malaysia ’ s journey towards a high-income nation .

The man at the helm , with a wealth of 30 years of experience within the organisation , offers a unique and insightful perspective on its evolution .

Mohd Mustafa ’ s journey with MATRADE began in 1994 , following stints in the diplomatic service and the Economic Planning Unit in the Prime Minister ’ s Department . This diverse background equipped him with a broader vision for MATRADE , enabling him to see the organisation from a multifaceted perspective .

“ I never looked back ,” he said , reflecting on his long tenure that saw him serving under eight CEOs and chairmen before stepping into the leadership role himself .

TRANSFORMING MATRADE

Taking over as CEO in December 2020 marked the beginning of a radical transformation for MATRADE .

“ When I became CEO , I had a clear aspiration that I wanted MATRADE to become ‘ Gemilang , Terbilang , Warganya Cemerlang ’ ( GTC ), an organisation of excellence ,” he explained .

This aspiration was rooted in three fundamental elements : attitude , values , and culture - principles that he observed in developed nations and sought to instil within MATRADE .

One of the most significant moves under his leadership was the bold reshuffling of 133 officers to align their roles more closely with their experience and knowledge .

This restructuring was part of a broader transformation initiative , which included 70 distinct programmes aimed at overhauling the organisation .

Despite initial scepticism , these efforts bore fruit . By 2022 , MATRADE had earned the title of the world ’ s best trade organisation for the best use of technology , a testament to the effectiveness of these initiatives .

Datuk Mohd Mustafa Abdul Aziz

While the CEO ’ s leadership has undoubtedly left a mark , he is quick to downplay the notion of a personal legacy .

“ I don ’ t want my people to look at my legacy as a legacy , but rather , I want them to see whatever we are experiencing now as a way to move forward , to help the government achieve its aspirations ,” he asserted .

This selflessness is a recurring theme in his leadership style . For him , it ’ s about giving back - to the organisation , to the country , and to the people who have supported him throughout his career .

A deep commitment to MATRADE characterises Mohd Mustafa ’ s leadership , which has been nurtured over three decades . This commitment is evident in his approach to overcoming challenges , such as financial constraints , through strategic collaborations with private sector partners and other government agencies .

These partnerships have not only sustained MATRADE but have also reinforced its role as a vital component of Malaysia ’ s economic machinery .

He credited the success of these initiatives to the collective effort of his team : “ With the full support of my people , we managed to overcome our financial constraints and run the organisation without even asking for additional funding .”

Looking ahead , he envisions MATRADE as an organisation that will continue to evolve and adapt , driven by a clear focus on digitalisation , sustainability , and the national trade blueprint .

His leadership journey reflects a deepseated commitment to excellence and a relentless drive to position Malaysia as a high-income nation through strategic trade initiatives .

As MATRADE enters its next phase , it does so with renewed energy and a clear sense of purpose . The transformation that began under this CEO ’ s leadership has set the stage for sustained growth and success , ensuring that MATRADE remains a cornerstone of Malaysia ’ s economic future . –

“ When I became CEO , I had a clear aspiration that I wanted MATRADE to become ‘ Gemilang , Terbilang , Warganya Cemerlang ’ ( GTC ), an organisation of excellence .”

– Datuk Mohd Mustafa

Abdul Aziz

Prime Minister Datuk Seri Anwar Ibrahim visits the MATRADE booth during MIHAS 2023 .

MALAYSIA is enhancing its presence in the Middle East and North Africa ( MENA ) region through MATRADE ’ s international rendition of the Malaysia International Halal Showcase ( MIHAS ), MIHAS @ Dubai . MATRADE ’ s objective with MIHAS @ Dubai is to connect Malaysian companies with key buyers and investors in the MENA region .

The event will focus on promoting halal products and services across nine clusters . Among them are food and beverages ( F & B ), beauty , franchise , agriculture , Islamic finance , Muslimfriendly travel , health & wellness , and sustainable living .

In addition to this , MIHAS @ Dubai will feature seminars , workshops , and business matching sessions . These activities are designed to support innovation and collaboration within the halal industry .

Moreover , several Malaysian government agencies and organisations have confirmed their participation , including the Ministry of Entrepreneur and Cooperatives Development ( KUSKOP ), Ministry of Rural and Regional Development ( KKDW ), Ministry of Agriculture and Food Security ( KPKM ), SME Corp , SME Bank , EXIM Bank , Bahagian Perancang Ekonomi Negeri Pahang , Halal International Selangor ( HIS ), and Malaysia Franchise Association ( MFA ).

MATRADE will bring MIHAS to Dubai , named MIHAS @ Dubai , and will be showcasing prominent Malaysian brands including Mamee Double Decker , Bubbles O2 , Perak Duck , Powerpets Food , Richiamo , Santan , and Zus Coffee .

MATRADE anticipates MIHAS @ Dubai to generate up to RM1 billion worth of trade opportunities . This figure will likely consolidate Malaysia ’ s leadership in the halal sector and pave the way for future opportunities in other key markets .

MATRADE CEO Dato Mohd Mustafa Abdul Aziz commented : “ MIHAS @ Dubai marks the beginning of a new chapter for MIHAS , potentially leading to future showcases in other key markets , such as Asia and Europe .”

So far , exhibitors have booked nearly 200 booths , ensuring a significant representation of exhibitors .

MIHAS @ Dubai will be inaugurated on Nov 18 by Deputy Prime Minister Dato Seri , Dr Ahmad Zahid Hamidi .