The agriculture sector in Malaysia stands as an important pillar of the nation's economy, contributing significantly to its GDP and employment of a large workforce as well. With a rich diversity of crops ranging from palm oil and rubber to tropical fruits and vegetables, the industry is vital for domestic consumption and also for export. However, the sector faces multifaceted challenges, including traditional supply chain inefficiencies, the urgent need for sustainable practices amidst climate change, and the necessity to embrace technological advancements to stay competitive globally. In this evolving landscape, Haroct Technologies (HAROCT) enters the market with an aim to transform the fresh produce value chain by leveraging technology to create a more efficient, transparent, and sustainable ecosystem. It offers a digital marketplace that facilitates direct transactions between farmers and B2B buyers, bypassing traditional middlemen to ensure fairer prices and more secure dealings. In this episode, we speak with Dylan Lee, the Founder and CEO of Haroct Technologies, on how the company’s approach can help to improve the economic welfare of small-scale farmers, as well as addressing broader issues such as food security and the environmental impact of farming practices. See omnystudio.com/listener for privacy information.