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Abstract
Mushroom is a new and small industry in Malaysia. This industry, however,
is growing as one of the sources of food and a new source of wealth for
farmers. This study was carried out to understand the potential of this industry,
particularly the issues and challenges that could slow down its development from
the perspective of growers. A qualitative research paradigm was applied involving
15 people who were involved in this industry. Specifically, a focus group
discussion was used to gather information about their perception, expectation and
experience in cultivating and marketing fresh mushroom in Malaysia. This study
revealed that the three main issues of concern within this industry were related
to production, marketing and government policies and initiatives. The production
issues were related to managing the hot weather, supply of low quality seeds and
the increase in production cost. In general, the demand for oyster mushroom is
more than the quantity supplied by growers. Thus, there was no competition in
marketing the oyster mushroom, especially in the Klang Valley area. The higher
demand resulted in a higher price. The price of oyster mushroom is determined
by marketers. However, the marketers still need to strategize the marketing effort
by fulfilling the consumer needs and wants. This study also revealed that R&D
on the production system to overcome the environmental issue, introduction of
new seeds, training and subsidy on the production house are some initiatives
required from the government. The mushroom industry has the potential to be
developed due to higher demand from local and global consumers.
*Economic and Technology Management Research Centre, MARDI Headquarters, Serdang, P.O. Box 12301,
50774 Kuala Lumpur
E-mail: mth@mardi.gov.my
©Malaysian Agricultural Research and Development Institute 2013
27
agriculture food products is the remoteness however, is growing as one of the sources
of the farms from the final consumers. Thus, of food and new source of wealth for
these characteristics require special handling farmers. Mushroom is a fleshy, spore-
treatments and marketing strategies. bearing fruiting body of a fungus, typically
Cultivated mushrooms are one of produced aboveground on soil or on its
the highest-valued crops in Malaysia. The food source. Mushroom contains many
Malaysian government has categorized essential amino acids, some unsaturated
mushroom as one of the seven high-value fatty acids; provides several vitamins such
crops that will be commercially grown. as B, D, niacin and riboflavin, and is ranked
The commodity will be grown intensively the highest among vegetables for protein
with government supports. The land area content. This commodity is suitable for fresh
for mushroom cultivation will be increased consumption, pharmaceutical and cosmetic
from 78 ha in 2010 to 340 ha in 2020. products.
The demand for mushrooms in local as In 2008, the number of farmers and
well as the world market is high and companies involved in the cultivation of
increasing. This is reflected by the increase mushrooms was more than 850. However,
in importation of fresh mushrooms from the numbers have reduced dramatically
80.9 million tonnes in 2007 to more than to less than half. At present, there are
90.8 million tonnes in 2008 (FAO 2009). around 320 farmers involved in the
At the same time, the world demand for cultivation of mushrooms in Peninsular
fresh mushrooms is projected to grow 15% Malaysia (Table 1). Most of them are small
a year due to the increase in population farmers who produce 50 – 500 kg of fresh
and consumption. In the local markets, mushrooms a day.
the daily demand for fresh mushrooms is More than 300 farmers and companies
around 50,000 kg while the supply is only cultivated mushrooms in Peninsular
24,000 kg (MOA 2010). The consumption Malaysia, with a total production of
per capita is projected to grow from 1.0 kg approximately 24,000 kg per day in 2012.
in 2008 to 2.4 kg in 2020. As a result, the Of the total farmers and companies, only six
total demand for mushrooms is projected to
increase from 23,000 tonnes/year (2008) to Table 1. Mushroom growers by state (2012)
72,000 tonnes/year (2020).
However, information about the State No. of Production
industry that includes the supply and growers (kg/day)
demand of product, consumer perception Selangor 48 7830
and preferences towards fresh mushrooms Johor 67 7800
is still lacking. Not much data are available Kelantan 22 4565
for industry players and policy makers to
Negeri Sembilan 30 1036
make strategic decisions on production and
Pahang 50 550
marketing of fresh mushrooms in Malaysia.
Hence, this study was conducted to examine Kedah ˜9 455
the producers’ perspectives towards the Pulau Pinang 13 390
prospects of this industry, to understand Melaka 16 360
the issues and challenges faced by industry Perak 30 345
players and identify marketing strategies for Terengganu 29 265
mushrooms in Malaysia. Perlis 4 210
Total 318 23,806
Mushroom industry
Mushroom is considered to be a new and Source: Department of Agriculture Malaysia
(2012)
small industry in Malaysia. This industry,
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Mohd Tarmizi Haimid, Hairazi Rahim and Rozhan Abu Dardak
companies produce on a large scale of over its consumers and achieve a competitive
500 kg per day while around 60 companies advantage. These factors are crucial and will
produce in moderate scale (50 – 500 kg lead to a successful business. The process
per day), and the remaining farmers are can be divided into three steps (Lindgren
considered small-scale growers. Small-scale and Shimp 1996). Firstly, the company has
growers make up about 80% of the total to analyse the market opportunities from
population of mushroom growers, medium consumers needs and wants. Secondly,
scale at 17% and big scale at around 3%. the selection of a target market that the
company has the competitive advantage.
Marketing strategies Thirdly, penetrate the market that can
Marketing strategy is how a company increase sales and market shares in the
reaches it marketing objectives, which existing markets.
is where the company intends to be in
the future (Mercer 1999). The marketing Methodology
strategy outlines the way in which the A qualitative research paradigm was used
marketing mix is used to attract and satisfy to collect the data. This qualitative research
the target market and achieve the company’s paradigm was used because of four reasons
goals (Eveans and Berman 1997). There (Gubrium and Holstein 1997): naturalism
are many factors that affect the marketing (seeks to understand social reality in its
strategy, such as the volatile of the economy, own term), ethnomethodology (seeks to
versatile and changes of technology, the understand how social order is created
socioeconomic and lifestyle changes and through talk and interaction), emotionalism
political situation within a country. Thus, the (concerns subjectivity and gaining access
company has to consider these factors when to inside experience) and postmodernism
establishing their marketing strategies. (emphasizes ‘method talk’). Specifically,
The marketing strategy involves many this study used focus group discussion.
activities such as planning, budgeting, The focus group discussion aims to collect
control of products, promotion, distribution information and insights from a small
and pricing (Lindgren and Shimp 1996). In number of people who are involved on
these activities, the company has to analyse the subject under study. The findings from
the market opportunities that includes the the focus group cannot be generalised
prospect customers in the market who need statistically, but it represents the general
the product, how to satisfy their needs, the information or insight that can be used for
selection of target markets based on their further studies.
special requirements and how to position the This focus group involved 15
products for selected target markets. participants, mostly from the industry,
The marketing strategy is a game government sector and NGOs (Mushroom
plan, by which marketing objectives will be Association of Malaysia). The discussion
achieved through planning, budgeting and was moderated by a senior research officer
controlling the following factors: from MARDI. The main purpose of the
• Product – production of products that focus group discussion was to explore
suit the consumers want the issues and challenges faced by the
• Price – the suitable and affordable prices mushroom industries that include farmers/
• Promotion (advertising) – getting the growers, NGOs, users, marketers and
product known the government. The issues included the
• Placement – where the product is sold. production, supply of seeds, rules and
regulations, government initiatives and
The process of marketing strategy is how incentives, marketing and consumers
a company uses these factors to reach behaviour towards fresh mushrooms. The
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discussion was divided into three sections: reported that some of them had the intention
the potential of the industry, the issues and to be active in the cultivation of mushrooms
challenges in production and the strategies due to the current higher demand and price
for marketing the fresh mushrooms. in the markets.
The moderator explained the There were more than 17 varieties
purpose of the focus group discussion and of mushrooms can be cultivated in
highlighted the rules that the participants Malaysia. However, only 7 varieties were
should follow during the session. The commercially cultivated, including white,
participation in the focus group discussion pink and grey oyster, abalone, ganoderma,
was on a voluntary basis, where participants button, shiitake or black forest, monkey
can participate throughout or leave in the head and cauliflower. Among these varieties,
middle of the session. They were also grey oyster was the most popularly
informed that they had equal chances to cultivated and marketed in local markets.
speak and there were no right or wrong Grey oyster was popular for household fresh
answers. They were encouraged to give consumption, while shiitake and button were
ideas and share their opinions without any for hotels and caterers. Oyster mushroom
interference. The discussion was recorded was popular because it is easy to grow and
and then transcribed verbatim. The contents can be cultivated on low land, while shiitake
of the discussion were analysed using the and button mushrooms are only suitable for
NVIVO Software, where frequent contents high land and in cold environments. In other
and key words were gathered to identify the words, not many areas can be cultivated
trend. In other words, under the qualitative with shiitake and button mushrooms. On
research paradigms, the findings of the study the other hand, Lin Zhi is also a high-
is shaped by the content analysis (Pamela value mushroom. However, growers were
and Susan 2008). not interested to cultivate this mushroom
because of less demand from consumers.
Results and discussion This mushroom is mainly for pharmaceutical
Profile of respondents products.
The focus group discussion involved 15 Grey oyster is becoming more popular
respondents, where 11 of them were Malays, in the world market as it contains higher
3 Chinese and 1 Indian. Majority of the nutritional value, and thus, will compete
respondents were growers, while 4 of them with the button and shiitake oyster in future.
represented an association and government The focus group was asked the reasons on
organisations. Most of the respondents have why they cultivated grey oyster. Majority of
been involved in the mushroom industry the respondents stated that they cultivated
for more than 15 years, and one of them grey oyster because it was easy to market,
had cultivated mushrooms for more than there was a higher demand from consumers
30 years. Two of the respondents have been and the supply was never sufficient even for
involved in the research and development of local areas such as the Klang Valley.
mushrooms. Cultivation of oyster mushroom was
a great source of income for entrepreneurs.
Cultivation of mushrooms This is because not many growers were
The statistical data represented by the involved and thus, less competition.
Department of Agriculture revealed that The other characteristic of this industry,
the number of active mushroom growers in according to the respondents, was the price
Peninsular Malaysia had dropped from 488 of the products. The demand for fresh
in 2008 to only 318 entrepreneurs in 2012. oyster mushroom was generally high in
About 25% of the growers were not active most local areas especially in the Klang
or cultivating mushrooms. However, it was Valley. However, the demand for fresh
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Mohd Tarmizi Haimid, Hairazi Rahim and Rozhan Abu Dardak
31
Table 2. Issues and challenges faced by mushroom growers
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Mohd Tarmizi Haimid, Hairazi Rahim and Rozhan Abu Dardak
Table 2. (cont.)
33
to set standards of quality seed production not much help, particularly to the small and
of mushrooms. This recognition is a kind medium-sized growers
of security and reduces the risk to small The strategies presented are the
operators. Furthermore, seeds produced by responses to the constraints and problems
the government agency, is shoddy and not raised by producers. Overall, it can be
the preferred choice among producers. concluded that what is currently facing
Environmental stability is among the many producers is closely associated with
root of many other problems affecting the production problems and not marketing. The
production of mushrooms. Environmental technology is still at its old notch, the inputs
factors are independent dimensions that for the production of poor quality and other
are very difficult to control, particularly problems have been identified as the cause
for those who work on agricultural of retardation of the development of industry
commodities. Technological developments and unable even to meet domestic market
and research from time to time, however, demands. Ongoing research is capable of
would be able to solve these problems. providing solutions and tonic to policy
Controlling the temperature and humidity, development and the industry as a whole.
and the amount of water are among the Strength of policy support that benefit the
things that can solve the problem in producers directly will eventually give an
production of mushrooms. advantage to the consumers, as over time
To solve the problems associated with the market for the industry will develop
transportation costs, the direct strategy that stronger, organized and headed towards the
can be highlighted is the toll exemption competitive market.
for agricultural commodities throughout
the country. The exemption directly saves Marketing strategies
transportation costs and indirectly provides Products
an opportunity for operators to expand Understanding a product preferred by
the domestic market for their produce. consumers is important to any business.
Government intervention is necessary for Generally, consumers prefer products
the development of the mushroom industry. that are available and affordable. This
Provision of incentives is one of the means, marketers focus on the superiority
effective economic tools. Apart from the of products and low-price to consumers.
direct benefits to producers, incentives are Majority of respondents stated that grey
capable of attracting people to be involved oyster was the most popular and preferred
in this industry as long as other relevant mushroom by consumers in Malaysia.
policies are in line with the purpose of the However, different ethnic group looked
incentives. Assistance from government at the oyster mushroom’s physical
agencies in terms of effective training and characteristic differently. For example,
courses are also necessary. This can only Malay consumers preferred big and thick
be realized if close cooperation could be head, and long body, while Chinese
established between government agencies consumers like small head and short body.
in addressing the problems of producers. Thus, marketers need to offer different
The arrangement of a system for financial products to different ethnic groups.
support that is transparent, responsive and
efficient is also one of the dimensions that Price
could contribute to counter the producer’s In general, the demand for oyster
problems. Currently, the growers were mushrooms is more than the quantity
evidently not satisfied with the financial-aid supplied by growers. The demand for
system of government agencies for there is fresh oyster mushroom was estimated
around 50,000 kg/day, while the growers
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Mohd Tarmizi Haimid, Hairazi Rahim and Rozhan Abu Dardak
35
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Abstrak
Cendawan merupakan industri baru dan kecil di Malaysia. Walau bagaimanapun,
industri ini berkembang sebagai salah satu sumber makanan dan sumber
pendapatan baru kepada petani. Kajian ini telah dijalankan untuk memahami
potensi industri, khususnya berkaitan isu dan cabaran yang boleh menghalang
perkembangannya daripada perspektif pengeluar. Kajian ini menggunakan
paradigma penyelidikan kualitatif melibatkan 15 orang yang berkecimpung
dalam industri cendawan. Secara khususnya, perbincangan kumpulan fokus
telah digunakan untuk mengumpul maklumat berkenaan persepsi, jangkaan
dan pengalaman mereka dalam menanam dan memasarkan cendawan segar
di Malaysia. Kajian ini mendapati, terdapat tiga isu yang perlu diberi perhatian
iaitu pengeluaran, pemasaran dan polisi serta inisiatif kerajaan. Isu pengeluaran
berkisar kepada pengurusan cuaca yang semakin panas, bekalan biji benih
yang rendah kualitinya dan peningkatan kos pengeluaran. Secara umumnya,
permintaan terhadap cendawan tiram adalah lebih tinggi berbanding dengan
kuantiti yang dibekalkan oleh pengeluar. Oleh itu, tiada persaingan dalam
pemasaran cendawan tiram terutamanya di kawasan Lembah Klang. Permintaan
tinggi menyebabkan harga pasaran juga tinggi. Harga cendawan tiram ditentukan
oleh pemasar. Walau bagaimanapun, pemasar masih lagi perlu merancang strategi
pemasaran bagi memenuhi permintaan dan keperluan pengguna. Kajian ini juga
mendapati bahawa penyelidikan dan pembangunan (P&P) berkaitan dengan
sistem pengeluaran yang dapat menangani isu alam sekitar, pengenalan kepada
biji benih yang baru, latihan dan subsidi bagi pembangunan rumah pengeluaran
adalah antara insentif yang diperlukan daripada pihak kerajaan. Kesimpulannya,
industri cendawan mempunyai potensi untuk dikembangkan berikutan permintaan
yang tinggi daripada pengguna tempatan dan global.
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