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NRTC Group, one of the UAE’s leading fresh produce groups, has launched “Mazraati,” the country’s first digital platform dedicated to the agricultural and fresh food supply chain, aimed at enhancing traceability, quality control, logistics coordination, and transparency across every stage of the value chain. The platform is digitally powered by Etheral IT Solutions.

The launch was unveiled today at Gulfood Green 2026, marking a significant milestone in NRTC Group’s sustainable transformation journey and reinforcing its commitment to supporting the UAE’s national food security objectives.

Mazraati addresses long-standing inefficiencies in the fresh food value chain, where fragmented operations, limited visibility, and manual processes have historically led to quality losses and waste during harvesting, packing, and logistics. Designed as a unified digital ecosystem, the platform connects farmers, packing houses, quality control teams, cold-chain logistics providers, warehouses, and buyers, delivering real-time, end-to-end services from harvest to final delivery.

The initiative aims to onboard more than 260 farms by 2027, leveraging NRTC’s expanding local farming network and recent acquisitions, including Ripe Organic, Mahsoul, and other UAE-based production initiatives.

From Farm to Consumer

Mohammed Nassar Al Refai, CEO of NRTC Group, said:
“For decades, the farm-to-consumer model in the region has been constrained by fragmented systems and limited traceability. Mazraati directly addresses these gaps by digitizing the entire product journey—from the farm through logistics and quality control to final delivery.”

Operationally, the platform automates vehicle routing, crate movement, temperature monitoring, and packhouse intake using QR code verification. Transit losses are digitally recorded, while AI-powered quality grading is applied at inspection points, ensuring consistent standards, accountability, and data-driven decision-making across the supply chain.

The platform delivers tangible value to all stakeholders: farmers gain real-time visibility into delivered volumes, quality grades, inspection results, and payment tracking; logistics partners benefit from automated route planning, live monitoring, and crate traceability; and buyers receive early insights into incoming stock quality and quantities, enabling better demand planning and pricing decisions.

ESG Integration

Mazraati also digitally captures Environmental, Social, and Governance (ESG) metrics at the farm level, providing a measurable foundation for continuous improvement, responsible sourcing, and sustainability reporting.

Al Refai added:
“Mazraati is more than a technology platform—it represents a fundamental shift in how food moves from farm to consumer in the UAE, enhancing resilience, reducing waste, and creating long-term value across the agri-food ecosystem.”

Bhaskaran Srinivasan, Co-Founder and CEO of Etheral IT Solutions, noted that the platform serves as a critical digital backbone for the agri-food supply chain, integrating AI-driven quality validation, real-time logistics intelligence, and comprehensive data capture to eliminate long-standing inefficiencies.

NRTC Group is showcasing its integrated agri-food ecosystem at Gulfood Green 2026, featuring group companies including Mirak, Al Hashmiya Farms, Ripe Organic, Taza, and Mahsoul.