Market expansion: (Front row, from fourth left) Aminuddin, La Fruta Food Industries director Emily Siew Teen and Abdul Rashid with the La Fruta Food Industries and Fama teams at the company’s product export flag-off ceremony in Kota Kemuning.
SHAH ALAM: The Agriculture and Food Security Ministry, through the Federal Agricultural Marketing Authority (Fama), celebrated the successful market expansion of La Fruta Food Industries Sdn Bhd — a homegrown manufacturer and supplier of premium, halal-certified fruit fillings and gourmet tropical fruit ingredients — into the Middle East with a product export flag-off ceremony bound for Jordan.
The ceremony, held at the company’s premises in Section 31, Kota Kemuning, was officiated by Fama chairman Aminuddin Zulkipli, in the presence of Fama director-general Abdul Rashid Bahri.
The first consignment of La Fruta’s export shipment to Jordan being flagged off.
A fruitful journey
La Fruta Food Industries, which has been operational since 2017, is among the entrepreneurs guided by Fama to expand their businesses into various global markets. Founded by a team of food industry experts with over 15 years of experience in managing and distributing food ingredients across Malaysia, the company has continued to grow steadily.
This year, La Fruta has strengthened its research and development (R&D) focus by establishing an in-house R&D team and collaborating closely with prominent Malaysian public and private food research institutions.
Well-known for its Fruttose brand of fruit-based toppings, the company has obtained several certifications — Skim Pensijilan Makanan Selamat Tanggungjawab Industri (MeSTI), Halal, Good Manufacturing Practice (GMP) and Hazard Analysis and Critical Control Point (HACCP) — reflecting its commitment to food safety and quality standards.
The initial shipment of downstream tropical fruit products, including fillings and toppings for the food service segment, is valued at US$86,515.40 (approximately RM364,666.57). The first consignment to Jordan comprises nine Stock Keeping Units (SKUs), including pineapple and mango varieties, shipped in a 40-foot sea container.
Fruttose offers a vibrant selection of premium fruit fillings and gourmet tropical fruit ingredients, produced for global taste buds.
Global reach
This milestone follows La Fruta’s participation in the Fine Food Australia 2025 exhibition in Sydney under a Fama programme, as well as its receipt of the Product Packaging and Labelling Improvement Incentive for the Export Market worth RM25,000 to strengthen product branding in Kuwait and Qatar.
Fama remains committed to helping small and medium enterprises (SMEs) expand their export markets. To date, Fama has been instrumental in La Fruta’s growth, which now spans over 12 markets — including Singapore, Brunei, Thailand, the Philippines, Hong Kong, India, Maldives, Timor Leste, Bangladesh, Saudi Arabia and Kuwait.
In line with its commitment to human capital development, the company also maintains a strategic Corporate Social Responsibility (CSR) partnership with Universiti Putra Malaysia (UPM), offering industrial training to students with the potential for permanent employment upon graduation.
Future plans
Looking ahead, La Fruta Food Industries aims to enhance its R&D efforts to create new export products based on popular local fruits such as durian and pisang berangan for the Chinese and Korean markets.
Fama will continue to support this ambition by providing access to facilities at the Fama Rengit Food Processing Centre to aid the company’s planned production of new fruit-based jam products.
The flag-off ceremony stands as clear evidence of Fama’s success in guiding local SME entrepreneurs toward global markets, strengthening the international competitiveness of Malaysian agricultural products. To know more about Fama’s initiatives and services, visit https://www.fama.gov.my/utama .
