Sustaining Commodity Technology Practise: Persuasive Packaging Approach for Fermented Dried Salted Fish of Ikan Bekok

The technology of cured fish that relies on recipes of local organoleptic preferences has gained popularity in local gastronomic products. In Malaysia, post-handling of catch has been processed into several products such as budu (fermented anchovies), belacan, cencalok (fermented shrimps), pekasam, ikan bekok (fermented salted fish), fish crackers, etc. As ascending demand, it has been recognised from domestic to global. These products have been packed with conventional methods to prevent stinky rotten smells. Besides, the unstructured promotion of local products turns to vanish the commodities’ identity with irresponsible claims. Therefore, this study aims to propose persuasive packaging for better storage, marketing, and commercialisation. This paper uses qualitative descriptive methods by reviewing documents on the fermented, dried salted fish technology, merging with the fieldwork observations, and interviewing the processor. Based on the outcome, salt and water were the main ingredients to cure ikan bekok. The processors tend to put the ready stock in the freezer, wrapped in plastic, or stored in containers. Once purchased, they are wrapped with newspaper and plastic bags. This paper proposes packaging that can enhance the conventional storage methods and sanitation quality, and be visually persuasive. In conclusion, the cross-sectional methods give a holistic approach to the technology. It has the potential to extend into the chain of systematic operations, methods of storage, and commercialization, as well as a convincing identity for local products.