LKM stresses storytelling as key to cocoa industry growth
KOTA KINABALU (April 22): The Malaysian Cocoa Board (LKM) believes that the development of the cocoa industry is not solely about export and production figures, but also about building a compelling narrative.
LKM Director-General Datuk Dr Ramle Kasin said the narrative of hope, resilience, innovation and community impact must be widely shared.
'In this regard, we view the collaboration between LKM and the media not merely as a communication need, but as a strategic plan that must be developed together — sharing stories and news content that can holistically advance the nation's cocoa industry.
'In terms of export and production achievements, I'm pleased to share that the cocoa sector continues to grow and has recorded positive performance,' he said at the Media and Strategic Partners Appreciation Night here yesterday.
He said that in 2024, Malaysia recorded export earnings of RM15.06 billion, showing an increase of RM6.86 billion — an 83.66 percent rise compared to RM8.20 billion in 2023.
Local cocoa production also saw an increase, with a total of 445.37 metric tonnes.
As such, he said this year LKM is planning more high-impact communication initiatives, particularly in the lead-up to the Malaysia International Cocoa Fair (MICF) 2025, which will be held in Sabah.
'We want Malaysia's cocoa story to be told not only to the people of Malaysia but also on the global stage, and we are confident that only through close collaboration with the media can this be achieved.
'LKM also welcomes proposals from the media for collaborative efforts such as journalism workshops related to the cocoa industry, media familiarisation programs, and joint publications of special features. We are ready to listen, discuss and act,' he said.
Meanwhile, Sabah Journalists Association (SJA) president Mariah Doksil said that in Malaysia, media practitioners carry a significant responsibility as the role of journalists is to report accurate, verified and responsible information to the public.
'Looking at LKM's perspective, in my view, an industry's story is not just about reporting numbers. Not all media content is based on export and production statistics.
'For those of us in the creative industry, storytelling can come from many angles.
'Stories about cocoa plantations and bean production, we may often read about them in print or watch them on electronic media but if we delve deeper into the lives of communities around the plantations, stories of youth returning to their villages to work on cocoa farms, innovation and technological adaptation in remote areas, and grassroots stories from the cocoa downstream sector … these are all stories of great value,' she said.
According to her, such stories are not only of interest to the local community but also serve as a joint effort to place Sabah on the radar of investors and global industry players.
She said SJA is ready to continue offering support, whether through coverage or storytelling, to add value to the cocoa industry in the state.
'We also welcome the organisation of the Malaysia International Cocoa Fair 2025, which will be held at the Sabah International Convention Centre (SICC) next month.
'Undoubtedly, a world-class platform such as this will bring wide-ranging benefits to the local economy and the people at large,' she said.
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