KUALA LUMPUR (April 12): Malaysia’s first integrated durian partnership DSR Fruits Sdn Bhd has unveiled its first flagship store called D’MasKing — short for Durian Malaysian King — in Bentong, Pahang, to show the public downstream durian products.

In a statement, DSR Fruits said D’MasKing would include a 1,452 sq ft retail space, kitchen space, and dine-in area.

“Both durian aficionados and casual durian consumers will get to experience D’MasKing’s fresh Musang King durians and specialty durian products such as durian pizza, durian bun, durian truffle popcorn, Musang King gelato as well as Musang King gelato filled croissants, puffs, waffles and tarts,” it said.

DSR Fruits said the store will also serve drinks such as durian coffee and authentic Bentong ginger milk tea, which compliment its durians and durian-based snacks.

“Apart from D’MasKing, these downstream durian products will be available at over 1,600 Daily Fresh retail outlets across 16 countries including Malaysia,” it added.

According to DSR Fruits co-founder Datuk Ng Lian Poh, the launch of the store fulfils the company’s goal of becoming the first integrated orchard-to-market durian player in Malaysia.

“Going forward, we aim to expand our market reach by launching more concept stores in major cities nationwide,” he added.

Meanwhile, MIDA deputy chief executive officer II Ahmad Khairuddin Abdul Rahim, who launched the event, said DSR’s initiative to promote Musang King from “farm to table” will augur well for the industry.

“Furthermore, with the adoption of Industry 4.0, DSR would be able to capitalise on the Internet of Things and big data analytics in presenting an integrated durian orchard management system to monitor the entire upstream and downstream activities,” he said.

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