Dr. Juwaidah Sharifuddin is a Senior Lecturer at the Faculty of Agriculture, UPM specializing on Agribusiness Marketing. She graduated with a Bachelor of Science in Business Administration majoring in Marketing and Economics from Drexel University, USA. She obtained her Masters of Business Administration (Marketing) from Universiti Putra Malaysia and PhD in Marketing from Cardiff University, UK. Her main interest in research is in agribusiness marketing and consumer behavior towards agro-related and food products. To date, she has secured research grants worth nearly RM200,000 to conduct five projects from Universiti Putra Malaysia and the Ministry of Higher Education Malaysia. She has been involved in 4 consultancy projects at the national as well as international levels. These include projects with Malaysian Institute of Economic Research (MIER), Majlis Agama Islam Wilayah Persekutuan (MAIWP), and The Southeast Asian Regional Center for Graduate Study and Research in Agriculture (SEARCA). In addition, she has authored and co-authored not less than 20 book chapters, journal articles and conference proceedings, and presented over 25 papers in local and international conferences in her area of expertise. She is also actively participated in the development of Agri-Entrepreneur Incubation Program conducted yearly by UPM since 2012, and is appointed as one of the trainers in the program.