KUALA LUMPUR – Grab Malaysia is expanding its ongoing collaboration with the Federal Agricultural Marketing Authority (Fama) in support of Malaysia’s agrifood industry, with the digitalisation of the new ‘Pasar Tani Kekal’ Putrajaya – bringing onboard 18 different vendors onto the Grab platform.
According to Grab Malaysia, the collaboration enables merchant partners offering fresh produce, as well as food and beverages, to be listed on GrabMart and GrabFood, thus increasing visibility and opportunities to generate income for local businesses.
It explained that since 2023, nearly 300 traders at over 30 Farmers’ Markets (Pasar Tani) and Permanent Farmers’ Markets (Pasar Tani Kekal) in Kuala Lumpur, Selangor, and Johor Bahru have been digitized through the Grab and Fama partnership.
This effort, it added, helps merchant partners reach a wider potential consumer base beyond just the customers who visit their physical premises.
Meanwhile, Director of Commercial and Deliveries, Grab Malaysia, Tan Jiong Jian, said that guided by the ethos of #GrabBersamaMalaysia, the company is constantly looking for ways to leverage technology and innovation to drive meaningful change in the community.
“In collaboration with FAMA, we are empowering local businesses through the Grab platform – making it accessible and simple to come online, be discovered, and sell.
“The aim is to help them grow by elevating their economic potential, offering wider visibility while making purchasing even more convenient and seamless for consumers,” said Jiong Jian.
Meanwhile, Fama Director-General, Abdul Rashid Bahri, stated that the agency is committed to collaborating with partners like Grab Malaysia to optimise their complementary capabilities to strengthen marketing and sales avenues for our local agriculture and agrifood businesses.
“By incorporating modern approaches such as on-demand deliveries, we can continuously improve economic value and income potential for local, traditional market vendors, in turn attracting new participants in this critical sector,” he added.
As part of the partnership and Grab’s commitment to further support traditional market vendors, the company will also be running a Pasar Incubator Project with Pasar Tani Kekal Datin Halimah in Johor Bahru and its vendors to help them grow and succeed on the platform.
This effort is aimed at helping the local vendors grow by leveraging the various tools and solutions on the GrabMerchant platform available to them.
“This includes a curated GrabMasterclass programme that focuses on upskilling vendors with the essential knowledge through dedicated training to help them thrive on the platform,” he said.
Meanwhile, Muhammad Nur Iman Aminunnajmi and his mother, Julaidah Mohd Po’at, who run Barangan Kering Julaidah, a stall selling groceries and household necessities at the Permanent Farmers’ Market (Pasar Tani Kekal) Permas Jaya, Johor Bahru for the past five years, expressed their happiness at being able to join the digital economy and learn new ways to do business.
“The Grab platform is so user-friendly – I quickly became well-versed with the system, and even my mother who is less digitally-savvy is now comfortable using the GrabMerchant app.
“We used to depend on walk-in customers during weekends. With Grab, we get online traffic every day we operate. Since last year, we have already recorded approximately 12% growth in sales, thanks to the platform,” he said.
Also sharing her experience was Norlizawati Abdul Sukur, who has been operating the Norliza Sayur stall at the Permanent Farmers’ Market (Pasar Tani Kekal) Selayang in Selangor for nearly three decades, selling vegetables and household necessities since 1998, and only recently joined the Grab platform in May 2025.
“Initially I was unsure about joining a digital platform, but the Grab team’s in-person assistance during the activation process and care in addressing all our questions significantly alleviated my worries. Being able to join an existing system like Grab was also a great help,” she said.
According to Norlizawati, she does not need to build her own e-commerce system or manage logistics, but can instead focus entirely on preparing goods and sales.
“In the past, I tried other ways to improve sales, as we don’t get sufficient walk-in customers daily.
“Now, with Grab, I have achieved 20% sales growth. Having access to Grab’s online customer base really helps,” she said. – October 1, 2025