Budget airline group AirAsia has long been looking at opportunities to move into other non-airline revenue streams.
Its latest venture is the most random diversification yet.
It unveiled Ourfarm, an e-commerce platform to connect farmers directly with food businesses.
It was launched by agriculture and food industries minister Datuk Seri Dr Ronald Kiandee, and will initially be available in the Klang Valley region around Kuala Lumpur.
Ourfarm set up as a strategic partnership with the ministry, which plans to cut out unnecessary middleman costs for more than 1,000 government contract farmers and private farm owners.
AirAsia Group executive chairman Datuk Kamarudin Meranun reckons it will be a market ‘disruptor ‘ for an industry which is badly in need of modern innovation.
"Ourfarm will help increase the profit margin of agriculture producers by eliminating the middleman cost. This platform provides a more efficient supply chain management system which supports the food security agenda of the nation," he said.
AirAsia’s value to the business venture comes from its cargo, logistics and payment capabilities, as well as leveraging its big data of customers and businesses.
