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Advanced data analytics ensures authenticity and premium marketability of Malaysian agricultural products

A new data-driven tracking system will ensure that durian lovers around the world buy authentic frozen durian from Malaysia. With the Mi-Trace Traceability System, jointly developed by the Department of Agriculture, MIMOS, Federal Agricultural Marketing Authority (FAMA) and the Malaysian Durian Exporters Association, consumers can use their smart phones to scan the QR code on the fruit packaging and know its origin, expiry date, production date, exporting and importing companies.