The document examines the role of consumers in ethical vegetable production in Cameron Highlands, Malaysia, focusing on the impact of transnational regulations on farming practices. It highlights concerns such as land clearing, deforestation, and pesticide use, and reveals that while consumer demand in Singapore influences production standards, there remains a lack of consumer maturity and civil society action in Malaysia. Ultimately, the findings suggest that business incentives and consumer engagement are essential for fostering an ethical food production system.

1. Passing on Responsibilities: Role of Consumers in “Ethical” Vegetable Production in Cameron Highlands, Malaysia November Peng Ting TAN M.A. Candidate, Department of Geography, National University of Singapore

2. Objectives To examine the impact of transnational regulations and consumption on “ethical” vegetable production in Cameron Highlands, Malaysia Slide 1

3. Cameron Highlands Key Markets Kuala Lumpur Johor Bahru Singapore Ipoh Penang Other Export Markets Thailand Taiwan Japan 1 2 3 4 5 Slide 2

4. Slide 3

5. Potential “Ethical” Food Production Concerns on Cameron Highlands Land Clearing and Soil Erosion Deforestation and Biodiversity Loss Water Contamination Pesticides and Food Safety Migrant Labour Fair Trade Slide 4

6. 40 interviewees were asked to rank (in order of influence, 1-Most Influential; 4-Least Influential) the following have on changing their business and farming practices towards a more “ethical” one. Malaysia Market Malaysia Law Singapore Market Singapore Law Slide 5 Methodology Respondents were asked, given a scenario where if there was a push for “ethical food” by any of the 4, 1) which change would affect them 2) which one would they most likely r espond to; and this was to be ranked in order of the factor that they would respond to first.

7. Methodology 100% Technology Intensive, High Capital Farms Mostly Singapore export-oriented Slide 6

8. Results Slide 10

9. Malaysia Market ranked #1 Results Most producers were still primarily concerned with domestic market and law Slide 12

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11. Slide 8

12. Slide 9

13. Singapore Law ranked #1 Results Collectors / exporters who deal with Singapore Law on a daily basis as their key business are more aware of the regulations. Potential for ethical sourcing and trading Slide 11 2 3 4 1 MS C S 3 2 4 1 SM C S 3 2 4 1 SM C M 3 4 2 1 S H L 4 3 2 1 S C M 4 3 2 1 S S S M Law M Mkt S Mkt S Law Ranking Market Farming Method Size

14. Does Consumer Power Exist? YES! Singapore consumer demand for safety and quality Results in strict transnational regulations which does affect production Discussion Slide 13

15. Does Consumer Power Exist? NO! Market factor weakens “ethical” system Consumer maturity is lacking Absence of consumer or civil society action / pressure Discussion Slide 14

16. “ If I could turn back time, I would rather not take the high road [and not be an organic farmer]. Instead, it would have been easier if I could use some chemical pesticides while practicing organic soil fertility management” - Mr S, organic farming pioneer on Cameron Highlands Slide 15

17. Conclusion Law is interpreted differently at different scales There must always be business incentives. Consumer maturity and civil society action is a necessary ingredient. Slide 16