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Pepper Marketing Board Gaining global recognition for Sarawak the pepper way
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| We shall explore new markets
and new market segments says En. Gerunsing Ayom, General Manager of PMB |
Probably unknown to many, Sarawak pepper
has a worldwide acceptance and continues to maintain a dominant market share ,
an impressive 60% market domination , in Japan, Korea and Spain. With the quality
of Sarawak pepper, buyers’ confidence in almost all parts of the world has
been gained, paving the way for a global recognition of this Sarawak spice. But
like most success stories, this did not happen overnight.
Research on pepper dates back to 1955, when one plant pathologist was recruited
by the Department of Agriculture Sarawak to investigate serious outbreaks of Phytophthora,
a foot-rot disease which caused an estimated revenue loss of 1.7 million sterling
pounds. This led to the establishment of a small research laboratory which eventually
became one of the largest divisons of the Department of Agriculture , Sarawak.
The Pepper Marketing Board (PMB) was established in 1972 as a federal statutory
body under the Pepper Marketing Board Regulations 1971 to regulate, promote and
improve the marketing of pepper throughout the world. The PMB is committed to
develop a modern, efficient and competitive pepper industry in Malaysia with the
underlying objective of improving the economic well-being of the pepper farmers.
As the PMB continues to do its part in improving the economic aspect of the pepper
farmers, it is not spared from economic challenges. For one, Malaysia’s internal
pepper consumption is very low, only 1,800 m/tons and therefore, about 92% of
pepper production is for the export market. The main markets for Malaysian pepper
are Japan, Souh Korea, Taiwan, USA, Spain, Germany, United Kingdom, Netherlands
and the Middle East. Sarawak has also established a foothold in Japan and in the
higher end niche markets of Europe. “We believe that the PMB is one of the
leading marketing agencies in Malaysia” says En. Gerunsing Ayom, General
Manager of Pepper Marketing Board Sarawak.
At present, the PMB has a staff strength of 221 all over its nine branches located
in Kuching (114), Serian (10), Sri Aman (13), Sarikei (33), Bintangor (13), Sibu
(16), Bintulu (5) Miri (4) and Johor Bahru (13). Together, they built a team in
facing the challenges in the global pepper market through various strategies.
One of these is the production of better quality specialty pepper products for
the niche markets such as:
-l Sterilized pepper (Mikrokleen),
- Naturally clean black pepper (NCP),
- Creamy white pepper (CWP),
- Ground pepper and other value-added pepper products.
PMB’s Development Efforts
The PMB embarks on various programmes and activities to further enhance its
functions as a marketing board.
One of its noteworthy programmes is on Farmers’ Development. This programme
encourages the pepper farmers to change production and processing techniques,
employing the use of blowers, spiral separators, drying yards and other equipment
to produce Lada Berkualiti Eksport (LBE).
The PMB also built cement tanks and dams to produce creamy white pepper (CWP)
and to produce naturally clean black pepper (NCP). Special processing facilities
are located at PMB centers in Bintangor and Sri Aman.
In addition to these, a focused extension programme to inform producers on the
market prospects and requirements is being implemented. Courses and talks such
as Kursus Bimbingan Pemprosesan Lada Istimewa with participation of about 5,000
farmers were conducted for the past two years . These courses enabled farmers
to know the latest development in the pepper industry.
In more concrete terms, the PMB provides alternative outlets for farmers to
sell their pepper and pepper products at competitive prices. PMB also leads
the way to pioneering entry into new markets or destinations or new market segments
such as Russia and South Africa.
Vision
To be a leading marketing agency in Malaysia with worldwide recognition in the
international spice and food trade
Mission
To provide efficient, effective and dynamic services to PMB’s clients,
stakeholders and the pepper industry as a whole in order to increase the industry’s
contribution to rural and national economy.
Objectives
- Improve the marketing system and encourage fair and effective marketing practices
for Sarawak pepper
- Encourage production and facilitate
marketing of value-added pepper and pepper products
- Improve the quality of Sarawak
pepper for export and the domestic market
- Diversify market outlets and actively
promote Sarawak pepper and value-added pepper and pepper products.
Quick Facts on the World Pepper Market
- Malaysia has established a foothold
in Japan and in the higher end niche markets of Europe
- Malaysia ranks fourth in world
pepper export. Brazil ranks first, India second and Indonesia third.
- Pepper price is on a downward trend
after peaking in 1999 due to surplus supply over demand (consumption)
- Vietnam is becoming the number
one producer and exporter of pepper in the world
- However, Indonesia remains to be
the main producer for white pepper
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| PMB’s new products…
to diversify the usage of pepper and add value to pepper at various levels |
The Pepper Marketing Board has
a staff strength of 221 assigned in its nine branches all throughout Sarawak
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