December 2023 – In a strategic partnership to combat poverty and uplift underprivileged communities in line with the government's Masyarakat MADANI agenda, Unit Peneraju Agenda Bumiputera (TERAJU) and Universiti Sains Malaysia (USM) have joined forces to address pressing community challenges.

Their primary objective is to tackle persistent poverty through sustainable development strategies. This collaborative effort has given birth to the SMART Community programme, an initiative designed to elevate local products from rural areas to the global stage by enhancing production processes and product development.

The SMART Community programme, short for Sustainable Marketing for Community, is a result of TERAJU and USM's shared vision. It's an evolution of the Innovation for Community (INNO4C), a Dana Pembangunan Usahawan Bumiputera (DPUB) project.

The SMART Community programme's mission is to bridge the gap between rural areas and global markets. It achieves this by using innovative strategies and modern technology to refine local products, making them suitable for international markets. This not only enhances marketability but also ensures economic sustainability for the communities involved.

USM Vice-Chancellor, Professor Dato’ Seri Ir. Dr. Abdul Rahman Mohamed, in his remarks mentioned, “The SMART Community programme, an outcome of the shared ideals and visions of both TERAJU and USM, represents a continuation and evolution of the INNO4C DPUB programme.”

“This initiative was specifically designed to address the socio-economic challenges faced by impoverished communities, emphasising enhanced product development and process improvements,” he said.

Abdul Rahman added, “USM, a renowned institution with a strong commitment to research and development, brings its vast expertise to the table, while TERAJU provides crucial funding. This partnership has ushered in a new era of addressing poverty through sustainable economic growth and community empowerment.”

TERAJU Chief Executive Officer, Junady Nawawi said, “SMART’s remarkable success is due to its strategic partnership with seven (7) major companies, four (4) international companies and three one-stop centres, most of which are owned by Bumiputera.”

“Since its inception in 2020, the SMART programme has generated a total of RM2.55 million sales revenue. It has also established a solid foothold in six key international markets, including the United States of America, Japan, Saudi Arabia, Australia, Taiwan, and China,” he said.  

He added that these achievements reflect the programme’s long-term and unwavering commitment to uplift the B40 community. TERAJU, as an organization built upon the idea of empowering Bumiputera for nation-building, places strong importance on empowering the B40 community through strategic inclusions, visibility, and market penetrations.

“This feat was successful by creating strategic alliance with partners such as USM, Enescorp International LLC and especially to the B40 Community behind these wonderful product offerings,” said Junady.

Bringing local products from rural areas to the global market

Currently, the SMART Community programme has successfully entered markets in the United States of America, Japan, Saudi Arabia, and China, with plans to expand into Australia, Brazil, and Europe.

Backed by TERAJU's financial support, communities now have the resources needed to improve their product development processes and establish a strong presence in global markets. This initiative offers hope to impoverished regions, providing a path to economic independence and growth.

In summary, the partnership between TERAJU and USM has led to a transformative effort that combats poverty.

The SMART Community programme demonstrates the potential of collective action in driving meaningful change, offering a brighter future for communities facing socio-economic challenges.

Its global success stands as evidence of its effectiveness in uplifting communities and promoting sustainable development.

SMART Community Programme objectives

The SMART Community Programme outlines various objectives to further its mission.

Firstly, it aims to achieve Key Performance Indicator (KPI) number 8, as specified in the Fund Management Agreement between TERAJU and USM. This objective involves ensuring that SMART Community products successfully enter and gain traction in the vast American business market.

A key objective is to explore the operational intricacies of Enescorp International LLC by visiting its warehouse and main office, providing unique insights into the company's operations.

Furthermore, the SMART Community Programme seeks to create a compelling narrative, highlighting the role of Enescorp International LLC as a milestone within the initiative and projecting its future progression.

On another front, the programme focuses on creating opportunities to promote Sarawak B40 Bumiputera products. This includes enhancing the visibility of these products among local Americans and attracting partnerships with local businesses, departments, and agencies.

The initiative also offers local businesspersons a chance to experience the exceptional quality of Sarawak Bumiputera products through live experiences.

In the realm of market and business exploration, the SMART Community Programme aims to inspire innovation by drawing insights from local businesspersons and SMEs.

It also endeavours to understand how local Americans empower underprivileged communities through business and learn about the development processes of local SMEs. Meeting remarkable and successful local SMEs enriches the learning experience.

These objectives collectively emphasise the SMART Community Programme's holistic approach to fostering cultural exchange, economic growth, and community empowerment.

The Key Players/Collaborators

This project is a result of the fruitful collaboration between TERAJU, a driving force for Bumiputera economic empowerment, and USM, a leading Malaysian university committed to fostering innovation and societal progress.

Enescorp International LLC, a respected international partner of USM, leads marketing efforts to introduce Sarawak's indigenous products to the North American market.

Managing Director of Enescorp International LLC, Norizan Sharif, expressed great enthusiasm for this initiative.

Leveraging 30 years of experience in both the public and private sectors, Enescorp International LLC has executed market exploration training programmes in Malaysia, participated in expos and trade events in the United States, established networks with entrepreneurs in New York, Illinois, and Texas, and provided consultancy services to Malaysian companies.

As of October 2023, Enescorp International LLC has successfully met key performance indicators within the SMART Community programme, achieving impressive results.

Notably, they have introduced five (5) products and fifteen (15) downstream products (Sarawak Bumiputera SKU) into the United States market through ten business premises in and around New Jersey, Washington D.C., and New York, as well as eight (8) online e-commerce platforms spanning the entire country and the global region.

Enescorp is also the largest importer of Malaysian honey and stingless bee honey to the United States, with a value exceeding USD 200,000 from 2021 to 2023.

Furthermore, all 5 products marketed by Enescorp have successfully surpassed the certification standards and assessments of the US Food and Drug Administration (FDA).

Participating in Market Immersion Programme in USA

In a forward-thinking initiative to unlock economic potential and promote sustainable business practices, the SMART Community Programme has embarked on a transformative journey to the states of Washington D.C., New Jersey, and New York in the United States from 3-16 November 2023.

USM Deputy Vice-Chancellor Industry and Community Network, Professor Dr. Azlan Amran, led the delegation, joined by the Head of TERAJU Sarawak, Zarifhadi Bujang.  

During the visit, the delegation collaborated with local businesses and organisations to explore potential business opportunities and foster trade relations.

Indigenous artisans and entrepreneurs showcased their distinctive crafts and products, promising an authentic taste of Sarawak's heritage.

“This initiative doesn't just focus on business expansion; it also aims to support the less fortunate in the community. A significant portion of the proceeds from the sales of Sarawak indigenous products will be reinvested to uplift impoverished communities, providing them with better opportunities for education, healthcare, and a brighter future,” quoted Azlan.

The delegation also participated in various networking events, trade shows, and presentations to highlight Sarawak's rich culture and diverse offerings.

SMART Community Head of Programme, Syed Yusof Syed Kechik said, “It provided an opportunity for both the local communities and international markets to engage in cultural exchanges and foster sustainable business relationships.”

"As Sarawak's indigenous products find their way to the hearts and homes of the USA residents, we anticipate a transformative experience that will pave the way for a brighter and more equitable future for all involved," he added.

Text: Media Release for Market Immersion Programme: United States of America | 3-16 November 2023 | New Jersey, Washington D.C. & New York, USA/Editing: Tan Ewe Hoe