[KUALA LUMPUR] Imagine biting into a perfectly sweet golden melon picked just days ago in Johor, or baking with fragrant vanilla harvested from a hillside town in Selangor. This isn’t just farm-to-table – it’s backyard-to-table.
As consumers develop a growing appetite for fresh, clean and high-quality produce, a new generation of agri-entrepreneurs – or “agripreneurs” – across Malaysia is quietly redrawing the region’s food map.
Consumers no longer have to rely solely on imports from places such as Japan or Madagascar for top-of-the-line food items, as technology advances and mindsets shift.
Powered by smart farming, controlled environments and a focus on premium crops, these farms are bringing what were once considered luxury ingredients to your table – often at more accessible prices.
Reviving vanilla’s forgotten roots
Just a week before Chinese New Year, while many people were easing into the holiday mood, Dr Chong Yee Hang and CK Lew were already hard at work by 7 am.
Their task for the month was to harvest around 500 kg of fresh vanilla beans from their lush, 1.3-acre (0.5-hectare) farm tucked away in Selangor’s Kuala Kubu Bharu, 60 km from Kuala Lumpur.
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The long, green beans – fat, fragrant and filled with potential – are the fruit of three years’ labour.
After harvesting, the precious cargo is transported to Sungai Buloh, some 55 km away, where the real magic begins: fermentation. It’s a process so delicate and time-consuming that one misstep could ruin months of work.
“Raw vanilla beans don’t smell like anything. They only develop their signature fragrance after going through fermentation. That’s when they become truly valuable,” explains Dr Chong, who is also known as Cockroach Chong since his Chinese name, when said quickly, sounds like the Mandarin word for the insect.
He and Lew, along with a third partner, founded MeMe Farm during the Covid-19 pandemic in 2021.
What began as an experiment has evolved into one of Malaysia’s most promising vanilla farms, home to 1,700 vanilla vines and hundreds of staghorn ferns. It took an investment of about RM500,000 (S$152,000) and around three months to get the infrastructure in place, but growing vanilla is a long game.
Dr Chong, who holds a PhD in plant pathology from Taiwan’s National Chung Hsing University, explains that out of more than 200 vanilla types, Vanilla planifolia and Vanilla tahitensis are the most widely recognised and commercially produced.
At MeMe Farm, both types are cultivated: planifolia is known for its creamy notes, and tahitensis for its fruitier profile.
“From planting to flowering takes about three years… Then, we have to hand-pollinate each flower, tree by tree. Once the beans emerge, we wait another six months before harvest,” Dr Chong tells The Business Times.
Then comes fermentation, a meticulous six-month process involving daily sun-drying for four hours and controlled storage to prevent mould. “It’s the most crucial step. One mistake and the entire batch is gone,” he says.
Despite its challenges, the payoff can be sweet – literally and financially. Fermented vanilla beans fetch around RM1,300 per kg, with each kilogram consisting of about 150 to 160 sticks.
In comparison, raw beans sell for just RM130 per kg. “One tree gives you about 1 kg of raw beans,” Dr Chong says. “But it’s the fermentation that unlocks the true value.”
After months of fermentation, every stick gets snapped up – by boutique bakeries, artisanal gelato makers, and even foreign collectors. Dr Chong says he and his partners are not targeting the retail market yet due to limited supply.
To meet their needs, they source raw beans from smaller local farmers and undertake the fermentation process themselves to boost their production.
Globally, Madagascar remains the largest exporter of premium vanilla beans, priced at RM1,700 per kg or higher, while Indonesia’s vanilla trades at a lower range due to uneven quality.
MeMe Farm is positioning itself in between by offering a premium local alternative with a focus on quality control, including lab testing for moisture content and flavour profiling.
Vanilla, Dr Chong notes, is surprisingly well-suited to Malaysia’s climate. It thrives in warm weather and is relatively pest-resistant, with only caterpillars posing minor issues. “They will nibble on young shoots, but once the plant matures, they are not much of a threat.”
Still, it remains a niche crop in the country. “Vanilla is the world’s second-most expensive crop,” Dr Chong points out. “It grows well here, but not many are planting it seriously. It’s a missed opportunity.”
Untapped potential
He notes that many Malaysian farmers planted vanilla as far back as two decades ago, or even longer, but did not mass-produce it.
Vanilla’s premium appeal is undeniable, but it is also one of the most challenging crops to cultivate, he adds.
“It takes three years before a plant flowers, and hand-pollination must be done flower by flower, vine by vine. After that, it takes six more months before the beans reach harvest stage, followed by a tedious fermentation process.”
Currently, MeMe Farm supplies boutique cake shops and gelato makers who insist on using real vanilla instead of synthetic flavouring.
“A lot of people don’t even know that vanilla comes from a plant. They think it’s just flavouring from a bottle,” says Lew, who is a serial entrepreneur.
There is growing interest from abroad, too. Collectors from the US have purchased small batches, and the team hopes to expand its reach further.
Lew also wants to broaden how consumers use vanilla. “It’s not just for desserts,” he says. “Vanilla works beautifully in savoury dishes too, such as chicken chop, spaghetti and even fries. We need more education around that.”
The Selangor state government seems to agree. It has partnered MeMe Farm to develop a second, larger 1.7-acre (0.7-hectare) vanilla farm in Batang Kali. The new site will include a demonstration fermentation facility, an education centre, and a cafe – all aimed at turning the farm into an agritourism destination.
“We hope this will help more people understand the beauty and value of vanilla,” says Lew. “Whether they are growing it or cooking with it, it’s a special crop that deserves more attention.”
At MeMe Farm, the team is exploring technology to streamline production, from irrigation to automated fermentation controls to increase production. The dream? To establish Malaysia as a premium vanilla producer.
As Dr Chong puts it: “This could be our niche. Luxury isn’t about distance. It’s about care, craft and quality.”
Melons by design
For generations, agriculture in Malaysia has been seen as back-breaking labour with little financial reward. But in a quiet corner of Serdang, just 26 km from Kuala Lumpur, a new breed of farmers is changing that perception – armed not with hoes and sickles, but with smartphones, greenhouse sensors and a passion for premium produce.
One of them is Mohd Sofian Ali, co-founder of Mono Premium Melon and agritech solutions provider Irritec. Standing under the shade of a high-ceilinged greenhouse filled with orderly rows of melon plants, he gestures towards a cluster of golden oval fruits.
“These are Melo Sel – golden melons developed locally and uniquely in Selangor,” he says with a smile. “They have bright orange flesh, a crunchy texture, and a natural sweetness that makes them a favourite among our customers.”
While the harvest cycle for Japanese Arus muskmelons has already been completed, preparations for the next planting are underway in one of the greenhouses.
The focus has shifted in the meantime to cultivating golden melons, which take just two months to mature, faster than the three-month cycle required for Arus muskmelons.
Mono’s business model blends high-value crops with smart irrigation systems and the growing appeal of agritourism.
“Right now, everything we grow is pre-booked. (Some customers) even place orders before the next planting starts… It’s a good problem to have, but it also means we’re constantly thinking about how to scale sustainably,” says Sofian.
Mono operates with just three greenhouses – a fourth is under development – each producing about 500 melons per cycle. The output is tiny by commercial farming standards, but this allows the team to maintain strict quality control and deliver consistent results.
And that is exactly what customers are looking for. Whether they are families driving in from other places for a self-picking experience, or consumers sending their own delivery service providers to pick up their orders, they are drawn to Mono’s freshness, quality and traceability, says Sofian.
“We thought buyers might find (self-harvesting) troublesome,” he admits. “But many were actually excited. It’s a chance to connect with the food they eat and to see how it’s grown.”
While Malaysia’s year-round tropical climate is not as dry as Japan’s, it is still suitable for melon cultivation – especially with the help of controlled environments, Internet-of-Things (IoT) sensors, and integrated pest management.
Once flowering begins, only the best fruit from each plant is selected and nurtured to full size (around 1.5 to 1.8 kg).
But growing premium fruit is not without hurdles. “Melons are very sensitive to the environment, pests and irrigation timing. That’s why we rely on IoT systems to manage water, nutrients and temperature with precision,” says Sofian’s partner at Irritec, technical executive Philip Lee.
He explains that smart farming, though roughly double the cost of conventional planting methods, is a “quality game”. The significant investment is justified by the ability to cultivate superior fruits and vegetables in a controlled environment, fetching premium prices in the market.
“Demand for premium fruits and vegetables is on the rise; people are becoming more aware of how (their food is grown) and where it comes from,” he adds. “But we aren’t competing with big producers or wholesalers. We’re simply serving this particular market.”
Sofian echoes him, noting that the company is not a commercial grower as the main focus is to offer end-to-end solutions – such as greenhouse set-up, IoT integration and irrigation systems. “We help aspiring agripreneurs get started,” he says.
That help includes more than just hardware. Irritec’s system uses smart valves and gravity-based irrigation, requiring no external power supply.
“It’s sustainable and energy-efficient. The only powered components are the fan and the fertiliser mixer, which can be controlled remotely via a mobile app,” says Lee.
The initial investment for a 2,000-square-foot (sq ft) greenhouse, equipped with smart irrigation and IoT systems, is around RM70,000. Investors, however, must source their own land and provide basic infrastructure such as electricity and water.
Lee highlights that the company’s clientele extends beyond Malaysia, with customers in Brunei and Singapore acquiring its systems to begin planting in their respective countries or designated locations.
For instance, Irritec assisted a private company in setting up two greenhouses in Brunei for cultivating mini watermelons, similar to those found in Japan and Taiwan.
Additionally, several Singaporean investors have expressed interest, with one already having established a farm in Johor using Irritec’s system for the cultivation and export of golden melons to Singapore.
“Farming isn’t just for rural landowners anymore. It’s for anyone with a plan, some capital, and the right technology,” says Lee, adding that the same technology can also be used in cultivating other crops such as chillies, cucumbers and eggplants.
Irritec’s approach has resonated with a growing number of Malaysians – from fresh graduates to retirees – looking to enter the agribusiness sector. Lee estimates that 30 to 40 new investors explore the model annually, and more than half of the company’s clients are young graduates.
High selling prices are a key factor in attracting young graduates to this farming venture. Japanese muskmelons retail for RM168 per fruit, and golden melons are sold at RM188 for a pack of six.
Sofian says that despite its RM168 price tag, Mono’s muskmelon offers considerable value compared to imported Japanese varieties, which typically cost RM300 to RM400 at high-end city supermarkets.
He addresses potential biases towards imported versus locally produced melons by clarifying that local growers are not aiming to compete with importers or large grocers selling premium imported produce. Instead, their goal is to offer consumers more choices.
“In terms of muskmelons, the taste is comparable. But buying locally, you know where your fruit comes from and it might be half the price. Plus, you’ll have the opportunity to experience the harvesting process yourself – that’s some added value for consumers.”
Premium salad greens just across the bridge
In Johor Bahru, just across the border from Singapore, a new kind of farm is rising – one without soil, sunshine, or even open skies.
Spanning 52,000 sq ft, the smart indoor vertical farm is the result of a cross-border collaboration between Singapore’s Archisen and Malaysia’s FarmByte, under Johor Corporation Group.
Scheduled to produce more than 306,000 kg of leafy greens annually – including crystal lettuce, mustard greens and ice plants – it is designed to supply both Malaysian and Singaporean markets with clean, pesticide-free produce. While vertical farming is not a new concept, it took off in Malaysia only in the last few years.
“Consumers today are generally willing to pay higher prices for good-quality produce,” says Archisen CEO Vincent Wei. “There’s a niche market – boutique grocers, restaurants and health-focused households – that values locally grown, premium greens.”
The Johor project builds on Archisen’s work in Singapore, which includes a facility called Commonwealth Greens and a vertical farm designed for Hyundai Motor Group.
Rising land and labour costs in the city-state have made Malaysia an ideal staging ground for regional expansion.
Wei says that Johor’s proximity, coupled with the new Johor-Singapore Special Economic Zone, offers agribusiness owners the best of both worlds – Malaysia’s lower costs and larger scale, as well as access to Singapore’s high-value market.
“Locating the farm close to the buyer is crucial for reducing spoilage, handling damage and cold chain breakage,” he adds.
“Harvested vegetables are promptly refrigerated, with the cold chain meticulously maintained from storage through transport to the store, thereby minimising degradation from farm to table.”
Why local luxury matters
The rise of premium local crops – from vanilla and melons to pesticide-free greens – is not just about food trends. It speaks to a deeper issue: a growing dependence on food imports.
Professor Emeritus M Nasir Shamsudin from Universiti Putra Malaysia’s Faculty of Agriculture says most of the countries in South-east Asia are increasingly reliant on imports, especially for meat, fruits and vegetables.
For instance, Malaysia’s food trade deficit widened alarmingly from RM21.8 billion in 2020 to RM31 billion in 2022. The figure was RM4.9 billion in 2000.
The growing gap highlights a structural problem: rising demand and stagnant domestic production.
Prof Nasir notes that agritech is redefining farming in Malaysia and other countries, shifting the focus from land expansion to productivity and quality. It complements conventional agriculture by enabling small-scale farms to grow premium, previously imported crops year-round.
“This approach reduces food import dependence, creates new revenue streams for small and medium enterprises (SME), and is slowly changing mindsets – positioning farming as an innovation-driven, high-value enterprise rather than a low-yield, labour-intensive livelihood of the past,” he says.
He stresses that technology in agriculture is no longer a luxury but a necessity in view of land scarcity. And especially for SMEs, it is a powerful tool to boost their productivity and quality.
“Systematic farming, a controlled environment and hydroponics are not just about increasing yields,” he says. “It is about growing smarter and producing higher-value crops with better consistency, quality and resource efficiency.”
