The importance of packaging design for own-label food brands: Federal Agricultural Marketing Authority (FAMA) / Noor Wahidah Ngariffin

In the large context, agricultural activities are good not only as food security, but also helps to increase rural incomes through agricultural entrepreneurships and thus reduces income gap in the country. The packaging for agriculture products also very important because it will determine the quality of the product and protect the products from a barrier to oxygen, water vapor and temperature. The purpose of this study is to identify the importance of packaging design for own label food brands at FAMA Tangkak. The problem statement for this study is about the packaging for agricultural product especially for durian produce. They using a simple plastic that easy to tear and there is no label information. So that the quality for the product cannot maintain and the taste will change. The method for the research paper uses qualitative study. To conduct the qualitative study, interview session were conducted. The usage of qualitative is to explore the importance of packaging for agriculture product especially product durian and to understand the characteristic of effective packaging for durian produce. The findings showed that the characteristic of food packaging play a role for the food produce and the quality of the products. For the packaging for durian paste, they using a plastic nylon and there have a specific thickness for the plastic. From the research, we can see that the packaging are very important because packaging is the technology of enclosing or protecting the products for distribution, storage, sales and use. Packaging also can be describe as a coordinated system of preparing goods for transports, warehousing, logistics, sales and end users.