Malaysia has launched a global alliance to strengthen collaboration on sustainability, traceability and responsible sourcing across the natural rubber (NR) industry.

The MSNR alliance was launched on 2nd Oct by plantation and commodities minister Noraini Ahmad at the Malaysian Rubber Industry business networking dinner 2026, the Malaysian Rubber Board announced.

The initiative brings together government agencies, industry associations, financial institutions, universities, research institutions and international industry partners.

The move builds on the Malaysian Sustainable Natural Rubber (MSNR) framework, introduced in 2024 to promote responsible production, traceability and transparency across the supply chain.

It also provides support for compliance with evolving international requirements such as the European Union Deforestation Regulation (EUDR).

As part of the process, MRB has also introduced the 'MSNR trace system', a digital platform that tracks NR through the supply chain using geolocation and supply chain data. It incorporates geolocation data and supply chain information to strengthen transparency, accountability and traceability.

Malaysia marked its first export of MSNR compliant NR to the European Union in December 2024. The country's NR industry generated RM31.5 billion (Euro 6.9 billion) in export earnings in 2025, according to the MRB.