In mid-November, the AJFVC Project GAP team conducted a survey in Malaysia and Singapore to assess the GAP (Good Agricultural Practice) certified logo and develop marketing strategies for ASEAN GAP and National GAPs.
Both Singapore and Malaysia are actively promoting GAP products through various approaches. In Singapore, the number of local producers is limited, and to enhance food self-sufficiency, the government encourages the purchase of locally produced goods identified by the “SG” logo. Within this initiative, GAP products are classified as two-star items. To promote these products, marketing strategies in Singapore use different channels, such as TV ads, social media campaigns, and branding characters to connect with consumers.
In Malaysia, both governmental entities and producers are actively working to promote GAP products. These items are available in major retail stores as well as in smaller supermarkets. Producers take great pride in offering these certified products and often provide agricultural and eco-tours to educate consumers about their practices.
A notable challenge in the retail environment might be that some consumers struggle to identify GAP-certified products while shopping. This can lead to purchases made without awareness of a product’s GAP certification status. To address this issue, it should be essential to highlight GAP certification prominently at the point of sale. By improving product visibility, retailers can help consumers easily recognize and select GAP-certified items, ultimately enhancing their shopping experience.
