Abstract
The Malaysian economy has experienced robust economic growth over the past few decades, averaging around 6 per cent a year since 2000. With competitive pressure for resources from non-agriculture sectors, there is likely to be an inadequate capacity to increase agricultural production. Attaining agriculture business performance continued relevance remains demanding in the Eleventh Malaysia Plan. Anchored in the supply chain management philosophy, this paper highlights cattle businesses and the interrelated elements of supply chain integration and a digital marketing perspective. The cattle meat industry in Malaysia is gradually transforming from unorganized backyard farming into organized farming. However, the supply chains are still characterized by inefficiencies, diseconomies of scale, lack of investments, and inadequate arrangement. Therefore, to improve the efficiency and economy of scale, added value chain is required. One form of value creation is technology adoption. The digital marketing part of technology currently leads to the adoption new business policies in agriculture production. Policies and procedures also need to be eased to facilitate investments to increase production. This paper concludes that, in many important ways, the Malaysian Government still sees food security as a public obligation, especially in the case of protein-based products, and is working attentively to increase food security for its citizens.
Highlights
Agriculture production is common in many developing nations, where a considerable percentage of the population participates
Torres [17] defines supply chains as "a system comprised of material suppliers, manufacturing facilities, distribution services, and customers that are connected by the feedforward flow of materials and feedback of information." The food supply chain is viewed as a series of steps that constitute a particular sequence of economic activities through which resources and materials flow downstream for the manufacturing of commodities and provision of services destined for ultimate consumer consumption, as well as information feedback
By cultivating animal products within identity-protected supply chains, producers can increase the value of their products
Summary
Agriculture production is common in many developing nations, where a considerable percentage of the population participates. For a variety of reasons, the number of Malaysians involved in agriculture is steadily declining. Rapid development pushes rural residents towards cities in search of better employment opportunities. As a result, finding people to manage farms becomes increasingly challenging. Development impacts the amount of arable land accessible for farming. More and more buildings and factories are being constructed, arable land continues to shrink over time. Compared to Malaysia's thriving pig and poultry industries, livestock production is a dying business. In the ruminant industry, escalating productivity is a major problem, as it struggles with the efficient use of natural resources and adoption of integrated supply chain solutions for livestock production
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