We are on the mission: To Create Malaysia's National Brand To Develop Business Opportunities
Our Mission
We are dedicated to position DSR as the Go To National Brand for durians and durian-based produce.
Our Vision
OUR CORES
SOQ
In a market filled with counterfeits, shortcuts, and imitation durians, SOQ is our assurance to consumers and partners worldwide.
It’s what sets D.MasKing® apart as the first and only durian brand in Malaysia with MS-certified downstream products.
S - Safety
Every product is handled with strict hygiene and food safety standards.
O - Originality
Only 100% authentic certified Malaysian durian - straight from the source.
Q - Quality
From farm to table every bite meets our premium quality promise.
ORIGIN MATTERS
“We are pleased to assist DSR in pioneering industry standard for Musang King Durian to raise the industry benchmarks for Musang King plantations and businesses in Malaysia. The importance of the industry standard as the backbone of technology adoption on Musang King Integrated Tracking System or MKITS, i.e traceability from farm to consumer. DSR 01:2022 – DSR Musang King Durian Standard
- DATO’ INDERA DR HJ AHMAD SABIRIN ARSHAD
President and Group Chief Executive Officer SIRIM BERHAD
ORIGIN MATTERS
We believe that Origin Matters, our Musang King durians are from Bentong & Raub, Pahang.
DSR MUSANG KING INTEGRATED TRACKING SYSTEM WITH SIRIM STV
DSR is the first integrated Orchard to Consumer Durian Company in Malaysia with the development of DSR Musang King Integrated Tracking System with SIRIM STV.
This DSR -SIRIM Musang King Durian Standard is equipped with:
Traceability via RFID Technology
Smart Packaging with QR Code
Integration of IOT
Orchard To Consumer Digital Transformation
Certified Food Safety & Security
A tracking system by SIRIM STV IoT is implemented, where the durian fruits are traceable to their orchard’s location, altitude, age of trees, type, harvest date, packaging date and delivery are recorded. The system and big data ensure effective monitoring along the production process.
These creates a full value chain which reduces unnecessary wastages, eliminating middle line operations, resulting in higher efficiency, higher quality products, lowering costs and providing affordable prices and safe to consume durians for all. Thus, this creates the real Musang King Durian standard and positioning the King of Fruits as the true Malaysia Icon.
