Marketing Development



  • The Marketing Support Services Unit was established to achieve the main objective of helping entrepreneurs and the Fishermen’s Associations to be actively involved in marketing fish at all levels. To achieve this objective, assistance is provided in the form of incentives as well as upgraded infrastructure facilities and fish marketing project tools carried out by the target groups. Marketing Support Services Program is divided into three development projects, namely: –


  • Fishermen’s Market was established as an alternative marketing channel to provide opportunities for fishermen to market their catch directly to various levels of consumers. Apart from that, it aims to reduce the involvement of middlemen so that fishermen get better and more profitable price margin, while consumers will get supply of fresh fish at a reasonable price.
  • The fishermen’s participation has contributed to the increase in the fishermen’s income from below RM1, 000.00 per month to more than RM1, 500.00 per month. The fishermen market layout has also become more organised and centralised due to the under-one-roof sales location concept with better and more comfortable infrastructure facilities and equipment.

The main objectives of the Fishermen’s Market are as follows:

  • To encourage the participation of fishermen / their families / PNN / PNK or NEKMAT in business and entrepreneurship opportunities.
  • To expand market opportunities for fish produce.
  • To enable the fishermen to get higher price returns.
  • To enable consumers to obtain supplies of fresh and quality fish at reasonable prices.

The objectives of the Fishermen’s Market are as follows: –

  • To establish alternative market opportunities in an integrated and localised manner.
  • To reduce the role of middlemen, thus increasing profit margins of the participants.
  • To increase fishermen’s income and living standards.
  • To stimulate national economy.
  • To eradicate hard-core poverty among fishermen.

The concept of Fishermen’s Market is as follows: –

  • The Fishermen’s Market Concept is aimed at establishing market opportunities in the city or near the landing complex / centre by providing opportunities to the fishermen to market their catch directly to consumers. Fishermen Market participants comprising of fishermen / their families/ PNK to reduce involvement of middlemen so that fishermen will be able to enjoy better and more profitable price margin while consumers will get fresh fish at reasonable prices.Konsep Pasar Nelayan
    *Image available in Malay version only.

Fishermen’s Market Category are as follows: –

  • Fishermen’s Mini Market (PNM)
  • Fishermen’s Medium Market (PNS)
  • Fishermen’s Large Market (PNB)
  • Fishermen’s Extra Market (PNE)


  • Fish as a commodity like others, is significantly affected by the increase in price especially the species which are popular such as Indian Mackerel, Yellowtail Scad, Hardtail Scad, Round Scad, Short Mackerel, Freshwater Catfish. These species are known as Ikan Rakyat (People’s Fish) due to the popular demand.
  • The participations of NEKMAT, Persatuan Nelayan Negeri (State Fishermen’s Associations) and Persatuan Nelayan Kawasan (Local Fishermen’s Associations) could facilitate the programme implementation based on their vast experience in fish marketing and the basic facilities that they have such as cold rooms, truck, machinery and others.
  • The Fishermen’s Associations also have a very good networking and they could assist in terms of resource supply and distribution related matters such as exporters, manufacturers, marketing entrepreneurs and fish retailers.
  • LKIM as the facilitator will assist in terms of logistics, distribution and marketing as well as providing soft loans to fund the fish stocks purchase to the main players.

People’s Fish Packaging is as follows:-

Pembungkusan Ikan Rakyat


Skills development programme benefits fish marketing entrepreneurs, especially in terms of providing exposure to good operating practices and improving their skills in the fish marketing field.

The suppliers of Ikan Rakyat are as follows: –

  • National Fishermen’s Association (NEKMAT)
  • State Fishermen’s Association of Kedah (NEKAD)
  • State Fishermen’s Association of Perlis (PELARIS)
  • State Fishermen’s Association of Sarawak (PENESA)
  • South Johor Fishermen’s Association
  • Syarikat Long Harvest Fish Market Sdn. Bhd.


  • This programme helps to increase and expand the market for fisheries products by planning, regulating, market development and expanding demand through activities such as expositions, domestically and internationally as well as increased marketing for fishery products.
  • Domestic and international promotional activities, expositions and trade missions have been planned to help entrepreneurs to develop and expand their product market at the domestic and international levels. In addition, these activities also provide opportunities for new and innovative value-added products to be introduced.
  • The implemented activities have indirectly educated consumers on the use of new products in the existing markets, or existing products in new markets and product varieties in the major and existing markets.
  • Other activities in this programme designed to create and enhance marketing network through the Business Matching concept while raising sensitivity in domestic and international market changes.

Eksposisi Di Peringkat Domestik
Expositions at the Domestic Level

Eksposisi Di Peringkat Antarabangsa
Expositions at the International Level


This programme aims to generate information in the fishery sector as a reference to our stakeholders, either government, researchers, entrepreneurs, fishermen or public in general. Primary data obtained from ePengisytiharan on-line system and WICCS are the sources of important information to know the fish landing, fish trading and fish supplies every day, every month and every year. This programme consists of four activities as follows:

Price Survey

  • This activity involves the gathering of information for the coastal, wholesale and retail fish prices. Wholesale and retail price information allows users to obtain information on fish prices in wholesale markets and retail markets throughout Malaysia. The reported prices are classified according to the market, location and state, while the price validity periods in a weekly, monthly and yearly basis. Price survey will enable the users to see the trend in fish prices, especially during festive seasons. In addition, the information from the price survey is used as a reference by other government departments and agencies such as Ministry of Domestic Trade, Cooperatives and Consumer Affairs (KPDNKK) to overcome the problem of an upsurge in fish price in certain periods of time.

Market survey

  • This activity involves the dissemination of information via the LKIM Website to all interested parties as above. Market survey reports are published on monthly and yearly basis. This activity allows all stakeholders to have the information in terms of fish landings, imports and exports and supply of fish in each month and year. With this information, the government can identify the use of marine resources, sharing of marine resources, profit margins, the fish trading trend and all factors that may affect fish supply each month. In this report, the user is also able to get guidance on the wholesale and retail average price for a month. Fishing operators can use this market survey to see the source of supply for the fish to be processed in all states in Malaysia. Overall, market survey is important not only to consumers but, it also indicates the impact of the government policy in terms of the use of marine resources, fish trade and the exploitation of fish stocks in the country in the most updated manner .

Supply and Demand Study

  • This activity involves a scientific study about supply and demand on fish. The study is conducted with higher education institutions and some agencies which have the expertise and the capabilities to conduct such research. The study will be able to determine the adequacy level of fish consumption based on the country’s per capita consumption benchmark. The findings will be able to identify the consequences and propose solutions to solve the matter. The findings will also be a source of reference for the government in formulating the fish price stabilisation policies in the future.

ePengisytiharan and The Catch Incentives

  • This activity involves the monitoring of all landing declaration centres across the country to facilitate the catches incentive payment system of RM0.10 / kg which is being implemented by the government. At present, there are about 240 centres with 502 personnels and 36,000 vessels. An estimated 8,000 fish landing declarations are made by fishermen on a daily basis. In addition to managing payments and complaints related to the catch incentive, this programme also ensures that all declarations and claims made by fishermen are transparent and in accordance with the established procedures.


  • Establish reasonable regulations in controlling the import, export (Sabah & Sarawak) and fish trading to encourage good marketing practice in supporting development of the nation’s fishing industry. Enforcing the Law and Regulations as stipulated in the LKIM Act 1971 and existing laws contained under it. (LKIM Fish Marketing Regulations 2010 and Methods (Fisheries Complexes, Fisheries Harbours and Fisheries Landing Jetties) Rules 2010. Execute monitoring and evaluation of relevant legislation.

Aquaculture Commodity Market Section

Freshwater Fish Marketing

  • This activity focuses on improved efficiency of aquaculture products marketing through a good provision of freshwater fish marketing and promotional activities such as:
    1. Distribution hub for freshwater fish.
    2. Collection Hub for freshwater fish.
    3. “Eating freshwater fish” Promotional activities and campaigns.

The distribution and collection of freshwater fish hubs are established to:

  • Provide benefits for the to marketing business of Fishermen’s Associations and Marketing Entrepreneurs.
  • To assist small-scale animal breeders to market their products.
  • To instill confidence to the small-scale farmers to increase production.
  • To establish the market links between farmers and marketers.
  • To increase consumers’ acceptance of fresh water fish which is easily available at a reasonable price.
  • To increase consumers’ confidence since fish sold is certified by the Department of Fisheries.

Stockpile Programme

  • This activity focuses on controlling and reducing daily prices of everyday items especially fish by ways of reducing the dominance of middlemen in the fish marketing chain.

Programme Objectives are as follows:

  • To stabilise fish prices by reducing the dominance of middlemen in the marketing chain.
  • To make Fishermen’s Associations and NEKMAT as price setters in order for fishermen to sell more of their catch and for consumers to purchase at reasonable price.
  • To establish stockpiles to ensure continuous fish supply and the fluctuating differences of fish prices can be minimised.

Activities held are as follows:

  • Participation of Fishermen’s Association and NEKMAT in the farmer’s market supervised by FAMA.
  • Purchase of fish stocks in large quantities.
  • Direct purchase of the haul from fishermen.
  • Provision of transportation and storage.

Aquaculture Service Programme

High Impact Aquaculture Project (HIP) is a MOA programme aimed at developing the Aquaculture Industrial Zone (ZIA) by identifying suitable land and waters to be developed into a commercial-scaled aquaculture project. LKIM has been allocated RM1.64 million under the National Food Security Policy (DJBM) programme to implement aquaculture projects managed by Fishermen’s Associations (PN) and private sector. Until 2013, 44 Fishermen’s Associations (PN) ventured into aquaculture as an economic project which involved NEKMAT, State Associations and Area Fishermen’s Associations. Whereas 16 projects and project sites owned by LKIM were leased to private sectors and Fishermen’s Associations (PN) for the same purpose.

Among the aquaculture projects under the services and guidance of LKIM are:

    1. High Impact LKIM Aquaculture Projects (HIP-ZIA)
      1. Taman Akuakultur LKIM Badong, Pahang
      2. Taman Akuakultur LKIM Telaga Air, Sarawak
      3. Taman Akuakultur LKIM Sebatu, Melaka
      4. Prawn and Fish Hatchery Centre, Rhu 10, Setiu, Terengganu
      5. Prawn and Fish Farming Project, Pantai Merdeka, Kedah
      6. Prawn and Fish Farming Project, Kg Fikri, Terengganu
    1. Fishermen’s Association Aquaculture Project
      1. Fish Cage Farming
      2. Fish Tank Farming
      3. Fish Nursery in the Tank
      4. Prawn Farming
  1. Poverty Eradication Project (SUKRAN)
    • This programme is a profit distribution scheme to the poor via aquaculture projects. Project is carried out commercially to ensure profitability and distribution to participants. A total of 300 participants were chosen through the list of hard core poor from e-Kasih. The targeted dividend distribution is RM300.00 per participant per month.

Project locations are as follows:

a) Naka, Kedah
b) Tok Bali, Pasir Putih, Kelantan
c) Pagoh, Johor
d) Kuala Pahang, Pekan, Pahang