Establishing a Graduate Agropreneur Business Model for Food Security: A Case Study of the Melon Manis Terengganu (MMT) Fertigation Project

  • Fakhrul Anwar Zainol Faculty of Business and Management, Universiti Sultan Zainal Abidin, Terengganu, Malaysia
  • Norhayati Ngah Faculty of Bioresources and Food Industry, Universiti Sultan Zainal Abidin, Terengganu, Malaysia
  • Wan Norhayate Wan Daud Faculty of Business and Management, Universiti Sultan Zainal Abidin, Terengganu, Malaysia
  • Chua Kim Aik Green World Genetics Sdn Bhd
Keywords: Food security, graduate agropreneurs, business model innovation, Melon Manis Terengganu (MMT), Agriculture


Revitalizing Malaysia’s agriculture, to cater to food security issues, has become a priority, given the current economic conditions faced by the government, due to the worldwide COVID19 pandemic.  There are, however, a set of complex issues, which involve human capital development, trade agreements, domestic structural problems, and the appropriateness of techniques that must be tackled. Graduate agropreneurs, though, seem to be the future of the nation; while they, continue to struggle with profitability in these difficult economic times. The agricultural industry, however, supports the view that through business model innovation, farms can increase their competitive advantage. This paper identifies and describes some of the elements needed for these graduate agropreneurs when they consider business model innovation. A qualitative approach was used in this study to interview successful graduate agropreneurs involved in Melon Manis Terengganu (MMT) fertigation farming. The paper concludes that the relevance of a business model, in agriculture, relies on the fact that global competition and technological advances urge agropreneurs to look for new business structures and new ways to interact within the business environment. On the other hand, the agropreneur projects should take into consideration the viability of the agriculture projects to encourage a new generation of farmers; the young, energetic, and knowledgeable agropreneurs, to venture into high technology farming which also has substantial income potential. All factors, however, merit attention when graduate agropreneurs develop new business models for their farms.


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How to Cite
Zainol, F. A., Ngah, N., Wan Daud, W. N., & Aik , C. K. (2021). Establishing a Graduate Agropreneur Business Model for Food Security: A Case Study of the Melon Manis Terengganu (MMT) Fertigation Project. The Journal of Management Theory and Practice (JMTP), 2(1), 30-37.
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