Durian season has begun—to the delight of many, and the dismay of some. But what do we know about the industry's prospects as a high-value commodity? Is there strategic and coordinated planning at the policy-making level to further develop and support this industry? Melisa Idris speaks to pomologist Associate Professor Dr Siti Zaharah Sakimin, Director of the Putra Agriculture Centre at Universiti Putra Malaysia.