Health Ministry proposes adding fresh produce to Sara, says Dzulkefly

CYBERJAYA: The Health Ministry will propose to the Cabinet that fruits and fresh produce be included in the Sumbangan Asas Rahmah (Sara) redemption list to promote healthier eating, said Datuk Seri Dr Dzulkefly Ahmad.

The Health Minister said adding fresh produce to the SARA list would encourage the public to eat more fruits and vegetables.

“This could be part of the ‘nudging’ strategy as some age groups do not like to eat vegetables and fruits,” he said at a press conference on Thursday (September 25).

“I believe making it accessible through Sara is how we make them more accessible and affordable to the public,” he added.

Currently, Sara recipients can redeem food items such as rice, bread, cooking oil, flour, biscuits, instant noodles and milk, including personal care products such as shower gel and sanitary pads.

Dzulkefly earlier launched the National Blueprint for Behavioural Insights in Health.

During his speech, Dzulkefly said pilot projects using ‘nudging’ strategies have encouraged healthier habits.

He said one example was relocating fruit displays and adding positive verbal prompts, which led to a threefold increase in weekly fruit sales from RM337 to RM987.

“It’s not that people do not know fruits are good for them, but by making them more visible and attractive, you can make the healthier choice the easier one,” he added.

The National Blueprint for Behavioural Insights in Health was developed by the Health Ministry in collaboration with the World Health Organisation (WHO).

Dzulkefly said it is a landmark roadmap showing that health and well-being must be transformed not only through medicine, but through behaviour, systems and shared responsibility.

“This blueprint shifts the focus for health from awareness to action, and from treatment to promotion and prevention by addressing the behaviours, environments and systems that shape health,” he said.

“It is about giving Malaysians the support they need to act on what they already know is good for them,” he added.

As part of this agenda, Dzulkefly said Malaysia will host its first National Conference on Behavioural Science for Health next year.

The conference will bring together policymakers, health professionals, researchers and community leaders to exchange knowledge, showcase innovations and strengthen collaboration.