Local durian producer takes a leap to China

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Sweet deal: (seated from left) Leng, Xiang, Ho and Fu at the MoU signing ceremony that will bring Beho Fresh’s durians to .

LOCAL fruit supplier Beho Fresh Group has signed a memorandum of understanding (MoU) with Tmall, China’s largest B2C marketplace, and Alibaba Group’s global aggregated sourcing platform for perishable food, Shanghai Win Chain Supply Management Co Ltd (Win-Chain), to sell export-quality frozen whole Musang King durians to China.

Under the strategic cooperation, Beho Fresh will supply Win-Chain with frozen whole Musang King durians for distribution on Tmall and Alibaba’s other China retail marketplaces, which together are visited by more than 660 million mobile active users each month as at September this year.

The company also signed an agreement with China Certification & Inspection Group (CCIC) which will provide product traceability inspection services to ensure that the fruits supplied to Win-Chain meet China’s quality control standards. CCIC is an independent third-party inspection company accredited by China’s State Administration of Quality Supervision, Inspection & Quarantine as well as the Certification & Accreditation Administration of China.



Beho Fresh was established in 2017 to cultivate durians, particularly the celebrated Musang King variety, with local growers. Apart from trading whole – fresh and frozen – fruits, the company also carries a variety of durian products such as Musang King gelato bar, durian mooncakes, durian cakes and durian white coffee.

The signing of the multilateral agreement was done by Beho Fresh Group executive director Ho Chung Meng, leader of Tmall Fresh’s Fruit and Vegetables Sector Haijing Leng, Win-Chain’s Import Fruit Business Unit senior sourcing manager Jason Xiang and CCIC managing director Richy Fu.

Alibaba Group said the cooperation represents its latest effort to help Malaysian businesses seize global cross-border trade opportunities by taking advantage of the Alibaba ecosystem.

In July, with the support of Malaysian agencies such as the Malaysian Digital Economic Corporation (MDEC), the Malaysia Investment Development Authority (MIDA), Malaysia’s Trade Promotion Bureau and Tourism Malaysia, Alibaba launched a week-long campaign to promote brand awareness of Malaysian businesses and products on its online marketplaces with more than 50 Malaysian companies participating.

In November last year, Alibaba launched its first international eHub in Malaysia under the eWTP initiative, with an emphasis on facilitating exports for Malaysian SMEs and creating the infrastructure to support global trade with services encompassing e-commerce, logistics, cloud computing, mobile payment and talent training.

Alibaba has made progresses on multiple fronts, including an e-fulfilment hub near the International Airport, the opening of a local data centre to provide Malaysian enterprises a local choice to build their businesses on a world-class cloud platform, external trade promotion programmes and e-commerce training to develop the skills of Malaysian SMEs and entrepreneurs.





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