Abu Dhabi Agriculture and Food Safety Authority (ADAFSA) has recorded sales exceeding AED1.47 billion in 2024 through its digital Fodder Market platform.
Since its launch in collaboration with the TAMM platform, the platform has attracted a growing number of livestock breeders seeking high-quality fodder at competitive prices. The total number of purchase requests registered via the platform in 2024 reached 455,650, benefiting 17,400 livestock owners across the UAE.
The Fodder Market has marked a significant shift in the infrastructure of the fodder trade. The sector has witnessed a notable expansion, with the number of registered fodder supply companies increasing from two to 17 and the number of sales outlets rising to 112. The variety of available fodder products has grown from two types to seven, ensuring greater choice for livestock breeders. In line with efforts to enhance customer experience, the purchasing process has been simplified by 57 per cent, now requiring only three steps, with transaction completion time reduced to under 3.5 minutes. These improvements have led to a customer satisfaction rate of 87 per cent, reflecting the efficiency and accessibility of the platform.
To commemorate the first anniversary of the platform’s launch—recognised as the largest and first-of-its-kind initiative in the Middle East—ADAFSA introduced an enhanced version of the Fodder Market mobile application. The app aims to streamline access to high-quality fodder at competitive prices for approximately 40,000 livestock breeders across the UAE, serving the needs of over 5 million heads of livestock.
The comprehensive digital platform enables users to browse and compare fodder products, select optimal deals, place orders with scheduled deliveries, and complete transactions through secure and diversified payment options.
His Excellency Rashed Mohammed Al Mansoori, Executive Director of the Animal Wealth Sector at ADAFSA, highlighted that smart solutions adopted within the Fodder Market have enhanced competition among suppliers, leading to price reductions of up to 30 per cent on select products. Improvements in fodder quality and protein concentration variations have also helped meet livestock nutrition requirements more effectively. Al Manssori further emphasised that these advancements represent a transformative leap in animal wealth development policies, aligning with the We the UAE 2031 vision objectives of strengthening food security and accelerating digital transformation. The Fodder Market, valued at approximately AED4.5 billion and handling 3 million tonnes of fodder annually, stands as a model of digital transformation in essential economic sectors. The platform has organised market operations, ensured fair competition among suppliers, and strengthened sustainable food production in the UAE.
ADAFSA is committed to expanding the market’s geographical reach, introducing additional agricultural products, and enhancing integration with smart agricultural initiatives. The Fodder Market platform connects fodder buyers with approved suppliers, ensuring safe and sustainable trading solutions, while also enabling local fodder companies to access wider markets. Located near livestock farms (Ezbah), the Fodder Market is linked to approved sales centres and an online platform accessible to registered suppliers across the UAE.
Accessible via the TAMM platform, the Fodder Market app allows users to search for and purchase fodder based on price, type, and manufacturer. It also enables reordering previous purchases, provides comprehensive product details and illustrative images, and offers secure payment options, an order summary, supplier contact details, and downloadable purchase invoices.
