Youngriculture Meets MyTulen (Newsletter MAR - JUL 2023)

Newsletter Youngriculture Meets MyTulen March - July 2023 \"Our Campaign and Us\" By Anurag and Calista Thu ProPassion'23, Taylor's University We are a group of final year Public Relations Events The \"Youngriculture Meets Mytulen\" PR campaign has achieved remarkable results in the past 60 days. With a target audience of students of March 2023 semester from Taylor’s School of 816 individuals, the campaign's reach surpassed expectations, Media Communication working on our final year project by averaging 180 audiences per post. This highlights the campaign's crafting captivating PR campaigns. Currently, we collaborate ability to effectively capture the attention and interest of the with ABS Greentech, a company that specialises in the end-to- intended demographic. Additionally, the campaign generated end solutions in farming using training, technology transfer substantial engagement, with the highest post engagement and integrated pest management practices, and Department reaching 168. This signifies a strong connection between the of Agriculture, Malaysia. audience and the campaign's content, leading to meaningful interactions and discussions. Our recent campaign, “Youngriculture meets MyTulen” aims at creating awareness in responsible consumption and The success of the \"Youngriculture meets MyTulen\" PR campaign agriculture industry in Malaysia. Armed with this objective, we was further reinforced by the positive feedback received from infuse Sustainable Development Goals (SDGs) in every aspect Jabatan Pertanian Malaysia, a respected agricultural authority. Their of our work using creativity and dedication to inspire change, recognition of the campaign's efforts underscores its effectiveness and to shape a brighter future for generations to come. in raising agricultural awareness among the target audience. Throughout the campaign, a total of 25 social media postings, including 8 creative videos, were strategically crafted to engage the audience. These visually appealing and compelling content pieces played a vital role in capturing the audience's attention, fostering higher levels of interaction, and effectively conveying the campaign's message.

March - July 2023 Youth Carve a Future in Agriculture Through Smart Farming and Agro Tourism Project By Kong Xi Kun (Kelvin) ProPassion'23, Taylor's University A sustainable collaboration between Moreover, technology has been at the forefront of this collaboration. SOMAC School of Media and Communication and SHTE will harness the power of (SOMAC) and School of Hospitality, Tourism, digital innovation, data analytics, and and Events (SHTE) at Taylor’s University emerging technologies to revolutionise spurs interest among students to shape a agricultural practices. From precision future for agriculture in Smart Farming. farming techniques to smart supply chain management and agritech A planned initiative to add value and advancements, this partnership will experience to students in farming and agro explore cutting-edge solutions that can tourism through Sustainable Tourism drive productivity, sustainability, and Impact Lab at Taylor’s University is resilience in the agricultural sector. supported by ABS Greentech Sdn. Bhd. and the Department of Agriculture (DOA) Agriculture plays a pivotal role in our Malaysia. society, providing food security and supporting economic growth. However, This partnership among different schools, with the ever-increasing global industry, and government elevated the population and the impact of climate project’s outcome through various levels of change, the industry faces numerous exposure to the students, who come from complex issues. To tackle these diverse perspectives and fields, one from challenges, ABS Greentech is leveraging communication, and the other from tourism. their unique expertise and resources to drive meaningful change with Integrated Students from both schools are deeply Pest Management (IPM). engaged in various initiatives related to smart farming and IPM field research. They actively participate in hands-on seminars, and community outreach activities in Kalumpang where ABS Greentech is based. Through their involvement in these activities, the students gain practical experience and contribute to the development and implementation of sustainable agricultural practices in the region. Their dedication and commitment in this field showcase the importance of interdisciplinary collaboration in addressing agriculture challenges. 2

CHANGING THE WORLD - REVOLUTIONISING LOWLAND FARMING WITH IPM TECHNOLOGY By Syed Osama Ali Technology played a pivotal role in this In conclusion, the collaboration with collaboration, as SOMAC and SHTE ABS Greentech and the exploration ProPassion'23, Taylor's University harnessed digital technology, data analytics, of lowland farming with IPM and emerging technologies for the techniques have brought about a Final Year Project under ProPassion agricultural practices campaign. Precision colourful change in the mindset of farming, smart supply chain management, the young students on the Consult of Taylor's School of Media and agritech advancements were explored possibilities in the agriculture Communication (SOMAC), took the students to enhance productivity, sustainability, and industry. Through this campaign on an exciting journey with ABS Greentech, resilience in the agriculture sector. The team and activities, as a team, we are a company specialising in sustainable had the opportunity to witness potting and enlightened and inspire change for farming practices. seeding techniques employed by young a brighter future to the agricultural farmers at ABS Greentech's lowland farm, industry. This collaboration resulted in a discovery gaining valuable insights into the industry's journey of understanding, realising, and challenges and opportunities. As students, promoting Integrated Pest Management we recognise the importance of raising (IPM) and low-land farming. The formation awareness among young adults on of the ‘Youngriculture meets MyTulen’ agriculture through various channels, campaign through this joint venture aimed including social media platforms. Essential at promoting food security and sustainable steps were identified such as reducing development within Malaysia's agriculture resources and machinery prices, organising industry where ABS Greentech is workshops and programs, and providing successfully implementing pesticide-free guidance to encourage youths involvement lowland farming techniques, revolutionising in agriculture. Moreover, collaborations the agriculture sector. This campaign was between agencies, private sectors, and made possible through the understanding mentorship programs were recommended and partnership between Taylor's School of to enhance agricultural skills and knowledge Media and Communication, ABS Greentech, among the youth. and the School of Hospitality, Tourism, and Events (SHTE). Together, SOMAC and SHTE The team gathered valuable insights and conducted preliminary research on smart came up with creative digital promotional farming methods and IPM tactics, seeking materials during their activities with ABS innovative solutions for agriculture Greentech in Kalumpang. They experienced technique promotions through public the operations of a modern farm, learned relations initiatives. Students from both about IPM, and produced awareness-raising schools actively participated in seminars, videos for social media platforms. Moving community outreach activities, and field forward, the team hopes that the success of research at ABS Greentech's lowland farm in this campaign and collaboration with ABS Kalumpang. The project intends to improve Greentech will open doors for future projects public perception, increase brand and partnerships. The team aspires to work awareness, and generate positive media with larger brands and organisations to coverage for ABS Greentech. further enhance their skills and contribute to the public relations industry in Malaysia. 3

March - July 2023 Cultivating the Next Generation with KSIAF Young Farmers and Youngster Involvement in Agriculture for A hands-on Learning By Joyeeta Kazi ProPassion'23, Taylor's University On May 18 2023, myself and my team members from the School of Media and Communication (SOMAC) represented the Public Relations Events Consultancy and accompanied the students from the School of Hospitality, Tourism, and Events (SHTE) on a site visit to Kalumpang, where ABS Greentech's lowland farm is located. Upon arrival at the farm, we were divided into various groups to engage in different farmland activities. Four SOMAC students, including myself, and three SHTE students had the opportunity to learn about potting and seeding from the youthful farmers at Kalumpang Smart IPM Agriculture Farm (KSIAF). Moreover, young adults are actively Raising Awareness Economic and political circumstances, involved in the agro-food system at social norms, the agro-food system, various stages of the supply chain, Raising awareness among the youth is institutions, parental and peer encompassing formal and informal crucial and can be achieved through influence, media, past experiences, and occupations, unpaid family labour, self- various channels, including social media gender relations all influence our employment, and collective and mass media. Considering that 97% of decision to pursue agricultural work. involvement. They earn a living through Generation Z utilises social media a variety of means, including on-farm, platforms like YouTube, TikTok, Instagram, Organizing off-farm, and non-farm vocations, self- Facebook, and Snapchat, online promotion Workshops/Programs & employment, and migration. Contrary to becomes an effective strategy to capture Providing Guidance popular belief, disinterest in agriculture our attention. Leveraging the internet has been attributed to challenges such allows for peer-to-peer communication, Promote cross-agency and private-sector as inadequate compensation and a lack generating word-of-mouth and increasing of appreciation among farmers in awareness. collaborations to support young countries like the Philippines, as well as perceptions of outdated and Reducing Prices of agropreneurs in their efforts to promote unprofitable farming practices in Resources and Machinery Nigeria. To encourage our generation's engagement in agriculture, the agricultural modernisation and government should provide affordable farm equipment such as ploughs, tractors, entrepreneurship. Enhance farmers' skills and cultivators. We are more inclined towards modernisation, technology by collaborating with the industry and adoption, and the potential for higher wages rather than low-paying and low- offering updated training courses. The value production. young agropreneur program, in partnership with Agrobank, universities, and training institutes, provides start-up financing and mentorship. Government facilities and expert mentors should provide ongoing training and workshops to enhance the agricultural abilities of young individuals. 4

March - July 2023 Kalumpang, Tanjung Malim Cultivates a Blooming Agricultural Landscape By Anurag Jaiswal ProPassion'23, Taylor's University “….only fifty hashtags present in Tik-tok with Agriculture” - Adam Abdullah S tudents with no prior exposure to However, he emphasised that technology Adam Abdullah, the Head of Operation can make the industry more appealing to Excellence at ABS Greentech, agriculture had the opportunity to entrepreneurs. The adoption of Internet of highlighted the power of social media experience a day as \"agriculturists\" at ABS Things (IoT) in farming practices has and the role of youths in changing the Greentech's Smart Farm in Kalumpang, transformed smart farming into digital fate of agriculture. By sharing and using Tanjung Malim. This activity was made agriculture. By using smart sensors to hashtags related to IPM farming, the possible through the support of industry monitor various aspects of farming, students were encouraged to raise experts, including the Group CEO, Mr. R. M. farmers can collect real-time data awareness and create more content Ravichandar, and the Department of remotely, reduce costs, increase related to agriculture. While there are Agriculture. production volume, and enhance overall only fifty agriculture-related hashtags on efficiency. TikTok in Malaysia, countries like the USA During the day trip, the students gained have over a hundred thousand posts, the in-depth exposure through insightful talks According to Tan Sri, there needs to be a UK has over sixty thousand, and Pakistan by various speakers at Pusat Latihan change in how people perceive the has roughly over forty thousand posts in Pertanian Kalumpang, Hulu Selangor. Tan occupation of farming, as it is often the past year. Raising awareness among Sri Abdul Rahman Mamat, the Chairman considered a dirty job. Currently, only 2% the youth can bridge the technology and Advisor of ABS Greentech, shed light of agriculture graduates in Malaysia divide present among farmers, as most on the current challenges faced by the pursue a career in farming, choosing of them are under B40 and less inclined farming industry in Malaysia. other industries instead. However, once to be online. the industry attracts interest from “Agriculture isn’t attractive anymore” industry players, the attitude of fresh “Why IPM?” - Encik Saiful - Tan Sri Abdul Rahman Mamat graduates towards farming will change. The agriculture industry has immense During the talks, Mr. Encik Saiful, an potential as an evergreen sector that will Entomologist & IPM Specialist, educated always have a demand for food and great the students on the holistic practices and opportunities for eco-tourism. approaches in farming, specifically Integrated Pest Management (IPM). He shared a case study on Kale, explaining different types of pests and local challenges faced by farmers. The discussions concluded with the students having the opportunity to meet an actual farmer who shared his experiences and the support he received from organisations that helped him progress. 5



March - July 2023 MASTERING THE ART OF DINING WITH UNFORGETTABLE FLAIR By Kong Xi Kun (Kelvin) ProPassion'23, Taylor's University \"There is a difference between Understanding the intricacies of table dining and eating. Dining is an art, setting and cutlery usage proved to be eating is a pleasure.\" complex. Remembering to use cutlery from the outside in and recognising that all These wise words by Mr. Tengku Murad cutlery, except for the soup spoon, comes in pairs helped us navigate the dining bin Tengku Mokhtar, a Senior Lecturer from experience with ease. Proper placement of the School of Hospitality, Tourism, and the napkin on the lap and observing the Events (SHTE), perfectly encapsulates the host's lead contributed to a smooth meal. A essence of the dining etiquette workshop positive attitude and consideration for others he conducted. indicate our care and respect for those around us. Etiquette plays a significant role in shaping our behavior and identity. Good table In conclusion, the workshop provided us, the manners, in particular, demonstrate SOMAC students, with a comprehensive elegance and refinement, especially in understanding of eating etiquette, formal or business settings. They allow us to equipping us with the confidence and grace stand out, showcase our appreciation for to conduct ourselves adeptly at social events social norms, and display our cultured and as we enter the professional world. considerate nature. As students from the School of Media and Communications (SOMAC), our understanding of dining etiquette has grown, fostering a deeper appreciation for the art of dining and the importance of appropriate table manners. During Mr. Murad's workshop on eating etiquette, we gained invaluable insights that will shape our behaviour at the dining table, particularly in private and professional settings. Dressing appropriately for the occasion sets a sophisticated tone for the dinner, and we learned the significance of a firm handshake and punctuality in creating a favourable first impression. Demonstrating respect for the occasion involves waiting for the host to be seated and turning off our phones before the meal. Attention to seating arrangements, keeping personal items off the table, and treating the maitre d' with courtesy reflect our meticulous attention to detail and exemplify good manners. 7

March - July 2023 Navigating Challenges & Issues in Agriculture Farming on the PR Student's Journey By Hao Jia Yi (Phoebe) ProPassion'23, Taylor's University The project's three partners, ABS Agriculture is a completely new industry for Greentech, Propassion Communication us, and many team members have had limited prior exposure to it. This has agency, and SHTE, represent distinct presented numerous challenges during the research process, primarily due to the organisations, leading to occasional uncertainty and vastness of information available. Gathering information and scheduling conflicts and a lack of materials, being the first to know, has been a significant hurdle. Once initial work is information sharing during meetings and completed, it is crucial to consult relevant stakeholders to address their concerns and, if communication. This hinders our necessary, revise the project plan, schedule, and methodology while keeping them departments' ability to promptly informed of problem resolution progress. This approach minimises disruptions to the overall communicate customer needs and project objectives. Each department must prioritise tasks based on their potential effectively promote the project. ABS impact and urgency, with a focus on addressing high-priority challenges to Greentech, being a busy company, works minimise their impact on project objectives. with multiple organisations, sometimes Team projects are inherently more challenging than individual initiatives and resulting in time conflicts. Additionally, our require management attention in all areas. It is essential to foster a collaborative company comprises multiple environment where team members feel comfortable expressing their concerns and departments, each with different progress suggestions. Holding team meetings and brainstorming sessions facilitates idea and timelines due to individual curriculum generation and consensus building for decision-making. Mutual engagement and plans. These factors impede timely task cooperation among project teams are critical for solving difficulties and problems completion, occasionally leading to project collectively. delays. Staffing, timing, and coordination present ongoing challenges. We often feel unsure about the specific requirements for our customers before meeting them or visiting farms. After communicating with our customers, the new challenge lies in delivering a high-quality final program and content and achieving effective online publicity. 8

March - July 2023 Unleashing Green Innovations: A Day of Workshop and Activities with ABS Greentech in Kalumpang By Liu Qin Yu ProPassion'23, Taylor's University At the same time, we also filmed videos during the experience, which will appear as promotional videos on our social media platform to further promote our project. The operation of modern farms is very interesting to us, and we had also strengthened our determination to complete the project. This will break the existing agricultural operation system, adapt to the times, and achieve new progress in agriculture. After a day of negotiations, the event also came to an end. We took a group photo under the plaque of our partner, and the photo will appear on our social media, which is a witness to our friendly cooperation. Although felt a bit tired, everyone's expressions were very happy at the closing ceremony, which was an unforgettable experience. At the closing ceremony, both of us felt our confidence in this project, and our partners presented us with souvenirs to commend our friendship and the joy of cooperation. Through this event, we had also accumulated a large amount of video materials, which we will post on Tik Tok and other social media as promotional materials for our project. O ，n May 18, 2023 We had benefited greatly from our activities with clients in ，Kalumpang The farm's partners took us to experience IPM effectively, We continued to promote our project and obtain more promotional materials in this event. This was not just an agricultural experience event, but our sense of responsibility was strengthened through the opening speech during the event. At the same time, the patient explanations from our partners allowed us to further understand the IPM we are engaged in. Detailed and professional explanations are beneficial for us to continue to complete the work of Progress One. We personally experienced the life on the farm, and the interactive agricultural experience made us feel very novel. We entered the farm and our collaborators patiently explained the operating principles of the farm, allowing us to try sowing and potted plants. This was a rare experience, and we were divided into groups to experience different aspects of farm work. With the help of our partners, we successfully completed our task, which made us feel excited and satisfied. 9



March - July 2023 What's Next For ProPassion? By Misha Iliyana Mohd Denny ProPassion'23, Taylor's University With the success of the campaign YoungriculturexMyTulen, it is hoped that the collaboration between ProPassion and ABS Greentech is prolonged with bigger projects and objectives. As this semester comes to a close, ProPassion would be handled by a new team of students, therefore, it is with greater hope that ProPassion would embark on a brand new journey with bigger brands and organisations which could sharpen the skills of the team and allows the team to learn and understands more with regards to be working within the PR industry in Malaysia. This year, ProPassion was given the opportunity to work and collaborate with ABS Greentech, a company which specialises in end-to-end solutions for young farmers, providing them with training on technology transfer, and the introduction to Integrated Pest Management (IPM). IPM is a biocultural technology developed in the Netherlands which is created to provide safer, healthy crops pesticides-free which is safe to consume for the consumers, and ABS Greentech is the pioneering company that brings this well-known technology around the world to the local agricultural industry. ProPassion would like to convey our sincere gratitude and appreciation towards ABS Greentech Group for the opportunity that was given to help them promote not only their brand, but also the initiative that they bring into the market through this YoungriculturexMyTulen campaign. ProPassion wishes everyone in ABS Greentech Group all the best on their future endeavours and new initiatives that they would bring into the country. Finally, ProPassion would like to thank Taylor’s University for this wonderful opportunity that was given to the team for the wonderful experience throughout the semester. 11

OVERALL FEEDBACK PROPASSION'23 CALISTA THU PUI EE Project Leader, ProPassion'23, Taylor's University I would like to express my heartfelt appreciation to Taylor’s University for the privilege of serving as the Project Leader of the ProPassion team. Learning about IPM technology and being part of Taylor's University has provided us with a valuable platform to grow and excel as a team. I want to express my sincere appreciation to each team member for their dedication and contributions, as it is through our collective efforts that we have achieved success and made the most of this incredible opportunity. ASHLEY TEOH ZI WEI Secretary, ProPassion'23, Taylor's University It has been such an honour to work on this project. To be able to learn and share all about sustainable farming and the importance of healthier living with everyone has been a blast and so much fun. I love the passion and creativity we all had put into Propassion. ANURAG JAISWAL Content Department Leader, ProPassion'23, Taylor's University It was a lifelong learning experience for me working in Taylor University's ProPassion Team. I was exposed to a first-hand experience of a professional working environment and different challenges that one faces when working together in a unit. Under the guidance of our lecturer and the respective leaders, I learnt how to overcome them successfully. MISHA ILIYANA MOHD DENNY Content Department, ProPassion'23, Taylor's University It is such an honor to be given the opportunity to be working in Taylor's University ProPassion team. I gained a lot of new knowledge about smart farming and the benefits that come from it. Going to the KSIAF farm was also such an eye-opening experience. It was such a wonderful experience working through the whole semester. NUR ARISSA SYAZA Marketing Department Leader, ProPassion'23, Taylor's University A heartfelt thank you to my incredible team, ProPassion! From planning to execution, working in a team for this project was a rewarding experience. I'm grateful for the valuable knowledge gained through our collaborations and for the opportunity to learn about farming. WONG JIA YII (CHLOE) Marketing Department, ProPassion'23, Taylor's University I am grateful for having the opportunity to participate in Taylor University's ProPassion team. I have learnt and gained knowledge about the value of IPM technology and smart farming. Going to the farm and getting involved in this project has been a wonderful experience. Keep up with us by following our social media accounts for the most recent information, research articles, and success stories from our partnership. @ProPassion 2023 @propassion.tulc