Businesses across industries in the Middle East are swiftly embracing digitalization and are implementing new technologies to reach out and connect with customers.

A leading food and beverage company in Abu Dhabi, Agthia Group PJSC, launched an ecommerce marketplace to trade dates. B2B platform eZad is a virtual platform connecting wholesale date buyers around the world with sellers from the UAE, the KSA, and Jordan.

The online platform allow selling, purchasing and processing operations with transparency and give the buyers an internationally accredited certificate for keeping up the quality of dates. 

To register on eZad, a buyer has to fill out an electronic form and upload the required documents. Dates will be sold through online auctions that last six hours, and the highest bidder will have to pay up roughly 20% of the winning bid’s value and the rest can be paid within five days of winning the bid.

“These unconventional marketing channels will enhance the competitiveness of UAE dates locally and globally, which can transform dates farming into a strategic economic activity that supports sustainable agricultural development,” said Mubarak Ali Al Qusaili Al Mansoori, executive director of the Agricultural Affairs Sector at Abu Dhabi Agriculture and Food Safety Authority (ADAFSA).

Given their historical value and the fact that they make key drivers of the nation’s food security system, ADAFSA has prioritized palm trees and date production.

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