Volume 12, Issue 2 · 2026
Malaysia’s food system is increasingly reliant on imported food and a narrow range of staple crops, making it vulnerable to climate change, global supply disruptions, and economic volatility. While underutilised local crops, valued for their nutrient density and climate resilience, offer a promising pathway toward more sustainable food systems, their adoption remains limited due to low consumer awareness and market barriers. Small-scale food entrepreneurs may help promote these crops within local markets, yet their perspectives remain underexplored, particularly among women from low-income urban households. This study examines the potential role of women entrepreneurs from low-income (Bottom 40, B40) urban households in Malaysia in the commercialisation of underutilised crop-derived products by analysing their perceptions, market-related product attributes and challenges in business integration. A mixed-method approach was employed combining qualitative and quantitative data collected through semi-structured interviews and surveys from 25 participants in a community-based intervention programme. The analysis of perspectives on underutilised crops indicates that participants reported general awareness of the crops, knowledge of their roles and benefits, and critically, their appreciation for the crops' commercial potential. Participants valued these crops for their perceived health, medicinal, functional, and practical benefits, a perception reinforced by 75% who believed the incorporation of underutilised crops could enhance their household nutritional status, showing a viable market opportunity for health-focused consumers. In terms of product attributes, participants associated the marketability of underutilised crops-based products with sustainable packaging and high-quality ingredients (mean=4.65), reflecting emerging consumer preferences for environmentally responsible and premium products. Additionally, taste, perceived health benefits, and affordability (mean=4.5) were identified as key drivers of consumer expectations. However, several challenges hinder the integration of underutilised crops into business ventures. These include consumer scepticism (40%), low market familiarity (30%), and operational constraints such as supply limitations and processing difficulties (30%). The findings highlight the role of women entrepreneurs in linking underutilised crops with modern food markets, emphasising the need for entrepreneurship training, consumer awareness, and supply chain support to commercialise underutilised crops in urban food enterprises