AgriTech start-up, Fefifo (/fee-fai-fo/) announced that online applications are opened for eligible farmers from B40 communities in the country to undergo Fefifo’s Farmer Digitalisation Programme, powered by PayNet’s digital payments using Fefifo’s Magic Bean app.
The Programme is part of a strategic collaboration forged with Payments Network Malaysia (PayNet), the national payments network and central financial infrastructure provider, formalised in November 2023, which included the following:
- Support Fefifo to nurture B40 farmers to become digitally savvy rural Agropreneurs
- Incentives, training and programme sponsorships from PayNet for farmers in the B40 community who are in Fefifo’s Farmer Digitalisation Programme to adopt cashless payments
- Support from PayNet to lower the cost of operating Fefifo cashless distribution centers, maintaining a logistics fleet that transports farm produce for sale to Fefifo’s network of offtakers
Fefifo’s Farmer Digitalisation Programme is catered for digitalisation of smallholder farmers so that they can produce quality food crops by providing a comprehensive value chain solution via Fefifo’s proprietary mobile platform “Magic Bean”. Solutions include MyGAP- certified step-by-step, on demand digital farming SOPs, agronomic expert support, lower priced key agri-inputs, guaranteed 100% offtake and access to financing facilities.
It has been designed to help smallholder farmers to achieve sustainable livelihood by growing quality crops more consistently for a ready offtake.
Fefifo recently received recognition at the World Summit Awards 2023 (WSA), a prestigious international forum co-funded by the European Union with two decades of experience showcasing cutting-edge digital innovations with positive impact. The WSA stands as a quality seal demonstrating how ICTs benefit society in each of the 182 participating countries.
Leveraging Fefifo’s expertise in food crops know-how, proprietary digital farming platforms, complimented by PayNet’s broad network of ecosystem participants and range of digital payment products and services, this synergistic collaboration helps to strengthen the national food security priorities, increase local food production, and reduce reliance on imported food, in support of National Agrofood Policy 2021-2030.
“This sponsorship helps farmers as a kick-starter financial support by subsidising the initial cost of seeds and nutrients required at the start of a crop growing cycle,” said Kelveen Soh, the Co-Founder of Fefifo. “Small farmers in Fefifo’s network appreciate this big help to start a new cycle of growing, on top of all the other benefits and value that comes being a part of our fast-growing network of farms and farmers,” he added.
Among the earliest beneficiary is FELDA second-generation settler, Muhamad Hafizam Rasidi, 24, who had undergone a 3-month on-the-job training at Fefifo Co-farm in Perak since December 2023 and is now back in his village in Pahang onboarding other interested farmers.
“I used to grow lemongrass at my family farm. Income was uncertain, due to price and harvest. I heard that chilies yield better harvest and steadier income if grown using proper techniques. Then I was introduced to Fefifo and decided to try. It has been a good experience, learning hands-on how to grow chili at commercial scale. I look forward to returning to my kampung to get others to join this Programme. The modern methods and digital SOPs in Fefifo’s mobile app Magic Bean and ongoing support makes it easy for me to change to this new way of farming. I also don’t need to worry about sales, because Fefifo takes care of it. Everything is fully cashless and received immediately,” he said.
With the help of PayNet, sponsorships will be provided to up to 100 B40 farmers to join the Programme and several distribution centers will be established throughout the country in the coming months, to be closer to rural farmers under the programme to send their produce to Fefifo and be paid digitally. In addition, PayNet has also funneled potential additional cohorts from its other ESG initiatives. This includes graduating university students from the B40 communities who are returning to their hometowns to start their own social enterprises, 1 from a public university Pahang and another, in Johor. Also in the pipeline are cohorts from B40 communities in Sabah from another PayNet-supported fintech.
“This is an extension of our PayNet Cambah programme where the aim is to create virtuous cycles of sustainable, cashless-enabled communities and the first in AgriTech.
It has the potential to truly transform and revolutionise the agriculture sector, enabling innovative yet practical application of technology for small farmers to earn more from improved farming techniques, lower cost of production and assured returns. They no longer need to worry about handling cash or payment delays because everything is cashless and credited to their accounts directly,” said Azleena Idris, Senior Director (Head), Strategy & ESG, GCEO Office of PayNet.
“Apart from Fefifo, PayNet is also working with public sector bodies, NGOs, start-ups, fintechs and local entrepreneurs to advance cashless payments integration and equip these target segments with digital literacy skills. To reap the benefits of digital economy for these segments at an accelerated pace, working together collaboratively is key,” she added.
The pioneer batch of this Programme under PayNet’s sponsorship comprising 10-20 farmers at Ara Kuda, Penang is being selected in collaboration with the DOA in Penang.
The Farmer Digitalisation Programme had already garnered significant interest from participating ecosystem partners and communities throughout Negeri Sembilan, Pahang, Perak and Selangor. This programme is expected to further expand to Johor, Penang, Kedah and Sabah in the near future. Various discussions with government agencies and local communities for large-scale participation, including with Department of Agriculture (DOA) of Penang, the Malaysian Communications & Multimedia Commission (MCMC) and other local co- operatives.
To know more about the programme details, please visit www.fefifo.co/fdp. All online applications will be followed by in-person verification process by Fefifo programme advisors to evaluate the applicant and the existing farm conditions.