Students from the Bachelor of Agribusiness Study Program, Hasanuddin University had the opportunity to attend a guest lecture on sustainable agriculture and agribusiness market dynamics presented by Assoc. Prof. Nitty Hirawaty from Universiti Putra Malaysia (UPM). This lecture activity took place on Thursday (02/05) virtually through the Zoom platform.

In this guest lecture, Prof. Nitty Hirawaty explained the important elements in sustainable agriculture, namely environmental, social, resource efficiency and waste reduction, economic sustainability, innovative agricultural practices, and adaptability to climate change. According to her, sustainable agriculture does not only focus on food production but also considers environmental impacts and social welfare.

She also shared insights to students on how the demand for organic products in Malaysia is supported by government policy through the National Agricultural Policy. This policy aims to increase the area planted to organic farming practices, create economic benefits, as well as maintain the stability of the certification system to ensure the quality of products that remain according to standards. With this policy, Malaysia strives to encourage the growth of a sustainable and competitive organic sector.

In the context of agribusiness, Prof. Nitty discussed various factors that affect production, including climate, technology, regulation, people’s habits, purchasing power, and population growth. In the agribusiness market dynamics lecture, Prof. Nitty explained that market dynamics occur when trends in consumer preferences change, for example with the increasing demand for organic products. Market dynamics in agribusiness are also related to agronomic challenges, global markets, and technological advances that continue to develop.

The Bachelor of Agribusiness Study Program hopes that this lecture can provide deep insights for students about the complexities and challenges faced in sustainable agriculture and agribusiness. This guest lecture is also expected to accommodate students in expanding multicultural insights by learning directly from foreign lecturers who share perspectives, culture and agricultural conditions in their home countries and how Malaysian agriculture is developing including how they face challenges in today’s agricultural world