Article Summary
Demand for raw ingredients typically rises as Aidilfitri approaches driven by increased home cooking and preparations for traditional festive dishes.

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By: Aimi Mohamad Farid

 

 

 

SERDANG, 13 March - Demand for raw ingredients typically rises as Aidilfitri approaches driven by increased home cooking and preparations for traditional festive dishes.

 

Director of the Putra Agriculture Centre (PAC), Universiti Putra Malaysia (UPM), Assoc. Prof. Dr. Siti Zaharah Sakimin, said demand for ingredients such as vegetables, chicken, fish, coconut milk and cooking herbs usually increases significantly during the festive season.

 

“Fresh products such as mustard greens, salad leaves, chillies, onions, lemongrass and other herbs often see higher demand as households prepare traditional dishes for Aidilfitri,” she said.

 

She added that consumers today are increasingly concerned about food quality and safety, preferring products that are fresh and sourced from known producers.

 

According to Prof. Dr. Siti Zaharah, price fluctuations during festive seasons are often influenced by sudden spikes in demand, supply disruptions caused by weather conditions or crop diseases, and rising input costs such as fertilizers, livestock feed and transportation.

 

 

However, she explained that modern agricultural practices such as greenhouse farming, fertigation, hydroponic systems and the use of crop monitoring technology can help stabilize production by allowing farmers to manage crop cycles more efficiently throughout the year.

 

“Controlled agricultural systems allow producers to plan their harvest schedules more consistently, helping to ensure stable supply and more affordable prices for consumers,” she said.

 

She added that purchasing agricultural products directly from local farms or university farms offers several advantages, noting that such products are often harvested shortly before being sold, in line with the “farm-to-table” concept that emphasizes freshness and traceability.

 

“This allows consumers to obtain fresher produce while also supporting local farmers and agricultural entrepreneurs,” she said.

 

 

Prof. Dr. Siti Zaharah also highlighted that many universities farms, including UPM, are now opening their facilities to the community through agricultural sales initiatives, allowing the public to access fresh produce while learning more about food production and agriculture.

 

“These initiatives also provide opportunities for students and young agri-enterpreneurs to participate in the agricultural value chain,” she said.

 

In conjunction with the upcoming festive season, UPM will organize the Jualan Mega Raya on 17 and 18 March 2026 at Putra Mart Jalan Golf, UPM Serdang from 9 a.m. to 4 p.m.

 

The event will feature a variety of products including fresh beef, venison, chicken, fish, eggs, vegetables and fruits, as well as kuih raya and cordial produced by the UPM cooperative.

 

Visitors can also find products from local small and medium enterprises such as banana chips, kuih raya, rendang and lemang, along with dairy products from Farm Fresh.

 

The initiative aims to provide the public with access to agricultural produce directly from producers while supporting local agriculture and the community.

Date of Input: 13/03/2026 | Updated: 13/03/2026 | hairul_nizam