Farm fresh products at petrol stations

The Segar@Mesra campaign aims to assist local farmers by connecting them directly to consumers.

PETRONAS Dagangan Bhd (PDB) has launched Segar@Mesra – a farmer-to-consumer concept of locally farmed fresh poultry, fish, vegetables and fruits sold at affordable prices.

The collaboration with the Domestic Trade and Consumer Affairs as well as Agriculture and Food Industries ministries aims to assist local farmers by connecting them directly to consumers. This will also ensure the latter have easy access to affordable fresh produce that are currently capped at RM10 price point.

“This is a strategic collaboration between the two ministries that regulate the products and basic needs of the people and PDB which has direct access to the end consumer through its network of petrol stations and Kedai Mesra throughout the country, ” said Domestic Trade and Consumer Affairs Minister Datuk Seri Alexander Nanta Linggi at the launch of the campaign.

“I am confident that this will help to realise the ministry’s vision of accelerating main domestic sectors and protecting consumer interest.

“Specifically, we hope to create a more efficient trade ecosystem for our local farmers and fishermen by shortening the supply chain to help boost their livelihoods while providing competitive pricing to better support the cost of living, especially amid the Covid-19 pandemic.”

Nanta said through the Agriculture and Food Industries Ministry, three agencies would play a key role in ensuring the success of Segar@Mesra, namely National Farmers Organisation (Nafas), National Fishermen’s Association (Nekmat) and Federal Agricultural Marketing Authority (Fama).

“Nafas will supply freshly packed premium chicken, obtained from farmers in Johor and bred through contract farming.

“Nekmat will supply a range of fish, which is frozen at its facility in Kuala Kedah.

“Fama will be supplying fresh local vegetables and fruits sourced from Selangor, Negri Sembilan and Pahang, where items will be delivered to Kedai Mesra every three days to ensure freshness, ” he explained.

Agriculture and Food Industries Minister Datuk Seri Dr Ronald Kiandee said, “It has always been the ministry’s priority to continuously look for ways to enhance the livelihood of our farmers.

“We deem this a great platform for them to expand their reach while showcasing the quality of local produce and encouraging consumers to buy local.

“Currently, some 40 farmers are benefitting from this initiative and we expect to widen our reach as Segar@Mesra expands.

“The ministry will also assist the agencies by funding the necessary equipment at Kedai Mesra, such as chillers, freezers and promotional cost, if any, ” he added.

For the pilot phase, Segar@Mesra will be made available at four Petronas stations at Unikeb 2, Seksyen 4, Bandar Baru Bangi; Persiaran Jaya/Sg Ramal Dalam; Prima Saujana 2, Kajang and Pelangi Semenyih.

These stations are chosen based on the surrounding community profiling mainly targeting the M40 and B40 groups.

“At Petronas, we are committed to generating a positive social impact as part of our sustainability agenda, ” said Petronas downstream marketing vice-president Ahmad Adly Alias.

To encourage support for Segar@Mesra items, the first 10,000 customers will be able to enjoy a cashback of RM2 with a minimum purchase of RM20 worth of Segar@Mesra items through the Setel app until Jan 31.

For details, visit

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