UMK ELEVATES ‘IKAN BEKOK’ WITH SMART PACKAGING, DIGITAL MARKETING

By Muhammad Afiq Mohd Asri

KOTA BHARU, March 29 (Bernama) -- Universiti Malaysia Kelantan (UMK) is elevating ikan bekok (fermented fish) products through packaging innovation and digital marketing to uplift the livelihood of the local community.

UMK Innovation Park (InnoPark) director Dr Tengku Fauzan Tengku Anuar said the project to commercialise the traditional delicacy began after researchers found that ikan bekok, popular in Kampung Geting, Tumpat, is largely unknown outside the area despite its high commercial value.

He said the main problem was the traditional packaging using newspapers and non-airtight plastic, which made the product spoil quickly, turn slimy, and develop an unpleasant smell.

“UMK introduced packaging using vacuum sealing machines, while also providing exposure to the community on branding and digital marketing to improve the product’s competitiveness in the market,” he told Bernama recently.

He said the project, which was approved on Dec 13, 2019, was implemented from 2020 to 2021 and involved 14 UMK researchers from various fields.

Tengku Fauzan said the project was coordinated by the Institute for Poverty Research and Management (INSPEK), with the participation of 24 local food and seafood product entrepreneurs in Tumpat.

He explained that the term ikan bekok does not refer to a specific fish species, but rather a method of preserving dried salted fish that is briefly fermented, using various local fish such as gelama (croaker), cencaru (torpedo scad), kekek (ponyfish), layur (ribbonfish), stingray and talang (queenfish).

“This product was chosen due to its commercialisation potential, as well as its ability to reduce losses from food spoilage through the use of modern packaging technology.

“The implementation of this project has also benefited the local community, including creating job opportunities for women and single mothers in processing and marketing activities,” he said.

Based on project monitoring, he said participants’ income reportedly increased by up to 100 per cent per month, with estimated total sales reaching RM400,000 monthly.

The product is now marketed under the brand ‘Ikey Bekok Tumpat’ and promoted through various e-commerce platforms such as TikTok, WhatsApp, Shopee, Facebook and Instagram, opening up wider market potential, including among local and international customers.

Tengku Fauzan said UMK also plans to expand the project through the use of green technology, diversified packaging, and social impact monitoring to ensure continued strengthening of the local community’s economic development.

-- BERNAMA