by Danial Siah
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Datuk Ng Lian Poh proudly launched the strategic partnership with SIRIM alongside with Dato’ Arham Abdul Rahman and Dato’ Dr Ahmad Sabirin Arshad

During the launching of D.Masking’s second flagship store in Lot 10, Bukit Bintang, Malaysia’s first integrated durian specialist, DSR Taiko Berhad (DSR), is now marketing homegrown Musang King durian specialties to the global stage by expanding it to 15 different countries such as China, United Arab Emirates (UAE), Indonesia, Singapore, and South Africa. To showcase its downstream durian products internationally DSR will be participating in the World Expo 2020, which will be held in Dubai next month. 

With extensive knowledge in the upstream of orchard management, DSR is capable of forming a strategic alliance with Daily Fresh, for their know-how in product development, state-of-the-art facilities, and its wide distribution networks. This allows the DSR’s new store to boost its sales on their specialty durian products such as durian pizza, durian truffle popcorn, Musang King gelato, as well as Musang King gelato filled confectionery.

Dato’ Arham Abdul Rahman, Chief Executive Officer of the Malaysian Investment Development Authority (MIDA), stated, “One of MIDA’s ethos is to be an effective conduit for product development efforts by Malaysian companies, starting from seeding their research and development (R&D) right up to spurring commercialization and marketing reach in the domestic and international markets. MIDA via the Domestic Investment Coordination Platform (DICP) has successfully assisted many SMEs and local businesses including DSR to pursue their business plans by providing the missing link between businesses, funding, technology, and research capability. We are proud to play a role in facilitating an all-win scenario that would be the pride of the nation.”

By having a project agreement between DSR and SIRIM Tech Venture, the subsidiary of SIRIM Berhad will be developing its own industry-standard Musang Kings via Musang King Integrated Tracking System (MKITS) for product traceability enhancement. With ongoing development, entities such as PERKESO and University Research Centres, are involved to create the ‘gold’ standard Musang Kings for the industry. With this collaboration, a spur in job opportunities is expected and as well as the development in many new skill sets in the agriculture department.

Dato’ Dr Ahmad Sabirin Arshad, President and Group Chief Executive of SIRIM Berhad, commented, “Establishing a quality standard for agriculture facilitates three important steps for future industry development, by setting a baseline, enabling product quality enhancements in a meaningful and quantifiable manner, and replicating the system to scale up the operations.”

“We are pleased to pioneer this standard for Musang King in partnership with DSR to raise the industry benchmarks for Musang King plantations in Malaysia. I believe this would also advocate sustainable agriculture practices, by inculcating a discipline in plantation owners to utilize responsible farming methods towards achieving steady growth in the coming years,” added Dato’ Dr Ahmad Sabirin. 

Dato’ Ng Lian Poh, Chief Executive Officer of DSR Taiko Berhad said that “DSR is now taking it a step further to enhance fresh durians’ added value by developing unique specialty products. We are grateful to collaborate with key government agencies to bring Malaysia’s distinctive taste to the world. With the support of MIDA, we are aggressively undertaking R&D and opening up new overseas markets via Daily Fresh’s existing outlets to entice global palates.”

Dato’ Ng concluded, “This journey that we are embarking on will be a long one — akin to the duration a durian tree takes to grow — but we are looking forward to making this particular king of fruits species the pride of Malaysia across the world. We are confident that this growth in the agriculture industry will continue to boost the nation’s economy.”

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