Ismail's ministry has introduced the 'Jihad Against the Middlemen' (Malay: Jihad Memerangi Orang Tengah) initiative which aims to eliminate the role of middlemen in the agriculture sector.[18] Produce from the three agriculture sub-sectors, namely paddy, fisheries, and vegetables and fruits, are marketed directly to consumers through various platforms including Paddy Purchasing Center (Pusat Belian Padi), Fishermen's Market (Pasar Nelayan), Farmers' Market (Pasar Tani), and Agrobazaar Kedai Rakyat. Public Service Department claims that the income of crop farmers, fishermen, and livestock producers have increased as a result of this initiative, while consumers can obtain fresh products at lower prices than those offered in the public market (pasar awam).[19]