NRTC Group launches Mazraati, a digital farm-to-fork platform improving traceability, reducing waste, and strengthening UAE food security through real-time agri-food data.
NRTC Group, one of the Middle East’s largest fresh-produce suppliers, has launched Mazraati, a digital farm-to-fork platform designed to improve traceability, quality control, and logistics coordination across the UAE’s agri-food supply chain.
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Unveiled at Gulfood Green 2026, the platform marks a key step in NRTC’s sustainability and food-security strategy, as the UAE looks to reduce waste and strengthen domestic supply resilience.
Mazraati addresses long-standing inefficiencies in fresh-food distribution, where fragmented systems and limited visibility have contributed to quality losses across farming, packing, and logistics stages. Built as a unified digital ecosystem and powered by Etheral IT Solutions, the platform connects farmers, packhouses, quality-control teams, cold-chain logistics providers, warehouses, and buyers, offering real-time visibility from harvest through delivery.
NRTC aims to onboard more than 260 farmers by 2027, supported by its expanding local-farm network and recent acquisitions, including Ripe Organic and Mahsool.
“For decades, farm-to-fork operations in the region have been constrained by fragmented processes and limited traceability,” said Mohammed Alrifai, Group CEO of NRTC. “Mazraati digitises the entire journey of produce, from the farm through logistics and quality control, creating accountability and consistency across the chain.”
Operationally, the platform automates vehicle routing, crate tracking, temperature monitoring, and packhouse receiving through QR-based verification. Transit losses are digitally recorded, while AI-supported quality grading is applied at inspection points to standardise assessments and support data-driven decision-making.
The platform is designed to deliver value across the ecosystem. Farmers gain visibility into volumes supplied, quality grades, and payment status. Logistics partners benefit from automated routing and real-time monitoring, reducing inefficiencies and losses. Buyers receive early insight into incoming stock quality and quantities, supporting improved demand planning and pricing.
Mazraati also captures ESG data at the farm level, creating a measurable baseline to support sustainability reporting, responsible sourcing, and continuous improvement.
“This is not simply a technology rollout,” Alrifai said. “It represents a structural shift in how food moves from farm to fork in the UAE.” Bhaskaran Srinivasan, Co-Founder and CEO of Etheral IT Solutions, described the platform as a “digital backbone for the agri-food supply chain,” integrating AI-driven quality verification, logistics intelligence, and end-to-end data capture.
At Gulfood Green 2026, NRTC showcased its broader agri-food ecosystem, with participation from group entities including Mirak, Al Hashemeya Farms, Ripe Organic, Taaza, and Mahsool.
Why Mazraati Matters to MENA
Food security has become a strategic priority across the Middle East and North Africa, where climate stress, import dependency, and supply-chain fragmentation continue to expose vulnerabilities in fresh-food systems.
Mazraati reflects a broader regional shift toward digitizing agriculture as critical infrastructure, not just an efficiency upgrade. By creating end-to-end visibility from farm to buyer, the platform helps reduce food loss, improve local sourcing, and strengthen resilience against supply shocks—key goals for Gulf economies seeking long-term food independence.
For agri-tech founders and startups in MENA, Mazraati signals where opportunity lies: platforms that integrate logistics, quality data, ESG tracking, and farmer enablement into a single ecosystem. As governments and large operators prioritize measurable impact over isolated pilots, scalable digital backbones like this are likely to attract partnerships, capital, and policy support.
In short, the future of food in MENA is not just about growing more; it’s about connecting better, and Mazraati positions NRTC at the center of that transition.
