Doha: Mahaseel for Marketing and Agri Services Company (a subsidiary of Hassad) announced today that it has successfully marketed 10 million kg of locally produced vegetables in the Qatari market, since January 2021. This figure is double the amount, which was marketed during the same period last year.
Mahaseel provides marketing services to more than 350 local productive farms, through more than 100 marketing outlets around the country, including Al Meera, Lulu and Carrefour. During peak times, Mahaseel received more than 220,000 kilos of vegetables per day.
"We are delighted to announce that Mahaseel marketed 10M kilos of fresh vegetables in the local market from the start of 2021, this quantity is equivalent to double the amount marketed during the same period last year, which shows the company’s success in showcasing the added value of the local produce” said, Mohamed Ali Al Ghaithani, Mahaseel General Manager.
“Mahaseel’s market share increased to 33% for the local produce this year, compared to 20% last year”, Al Ghaithani explained.
“There are other marketing channels and programmes carried out by designated authorities to market local produce,” he added.
“The total purchase value of fresh produce from local farmers, exceeded QR50m in 2020, while it reached QR29m since the beginning of 2021,” Al Ghaithani concluded.
The company processed with more than 16,000 delivery in 2020 and more than 5200 delivery since the start of 2021. Mahaseel receives fresh vegetables then grade the products, following the technical specifications set by the Ministry of Municipality and Environment, which is published on Mahaseel’s website www.mahaseel.qa .
Mahaseel markets the farmers’ local produce following two programmes; Daily supply and Daman programme. Farmers can achieve a profit margin up to 15% under the daily supply programme, for products that meet the published specifications.
While Daman programme is executed in coordination with the Ministry of Municipality and Environment, it is a pre-contractual agreement to purchase the main vegetables, throughout the season at fixed and incentivized prices, that can reach up to QR5/kilo, which provides farmers with steady profit.
Furthermore, Mahaseel runs all its operations with full transparency and proficiency, as it documents all its transactions, starting from receiving the products to settling all farmers’ financial dues. Instant receipts containing all information are issued to farmers once the delivery is received. In case a product is rejected or downgraded, a full report is issued by Mahaseel to the farmer, clearly outlining all the reasons.
Moreover, Mahaseel provides advisory and training programmes as well as conduct field visits to the farms to monitors the products quality, through specialized inspectors from the Ministry of Municipality & Environment.
Finally, all financial dues are fully settled by Mahaseel to farmers within a period of 14 days, from the day the products are received. The company also distributes free unified crates to farmers, to ensure the produces are delivered to the facility in the adequate quality.
