Complex Challenges Facing the Shift to Digital Agricultural Marketing
In an interview with Sada Al-Shaab, international food security expert Dr. Fadel ELZUBI emphasized that while transitioning from traditional to digital marketing in Jordan’s agricultural sector is a vital step, it remains fraught with challenges.
Key Challenges Identified:
- Weak Digital Infrastructure in rural areas, including limited internet speed and lack of specialized platforms.
- Knowledge and Skills Gap among farmers, many of whom lack the technical capacity to manage digital tools or online stores—necessitating training and technical support.
- Perishable Nature of Agricultural Products, which require advanced logistics and cold chains, making e-marketing more complex than for industrial goods.
- Limited Consumer Trust in online platforms, with concerns over product quality, price transparency, and traceability.
- Underdeveloped Legal Framework, especially regarding data protection, digital payments, and regulation of emerging digital intermediaries.
- High Shipping and Distribution Costs, which may undermine farmers’ competitiveness unless addressed through cooperatives or national platforms.
Despite these hurdles, Dr. ELZUBI stressed that digital marketing is not only feasible but essential—provided there is a comprehensive strategy encompassing infrastructure, legislation, training, and logistics.
Digital Marketing: A Strategic Tool to Boost Farmers’ Income
Dr ELZUBI highlighted that digital agricultural marketing can significantly increase farmers’ income by:
- Reducing reliance on traditional markets and intermediaries.
- Enabling direct access to end consumers—individuals and institutions.
- Expanding market reach to urban centers, regional, and even international markets.
- Enhancing transparency and trust through product traceability and fair pricing.
- Providing farmers with real-time data to optimize production and reduce waste.
He emphasized that digital platforms are not just promotional tools—they are strategic enablers of competitiveness and resilience in the face of regional and global challenges.
Essential Features of Effective Agricultural Marketing Apps
Dr. ELZUBI outlined key features for farmer-friendly digital platforms:
- Simple, intuitive interfaces.
- Support for images and voice recordings to showcase products.
- Transparent pricing data across markets.
- Flexible and secure payment options.
- Integration with cold storage and transport services.
- Built-in guidance and training modules.
- Offline functionality for rural users.
These features, he noted, transform digital platforms into comprehensive ecosystems supporting farmers from production to delivery.
Logistics Remain the Greatest Barrier
Dr. ELZUBI concluded that poor infrastructure—especially in cold storage and transport—is the biggest obstacle to successful digital marketing. He cited daily losses of up to 15 tons of produce in Jordan due to inadequate logistics. Without robust systems, farmers are forced to sell quickly and cheaply, undermining the benefits of digital tools.
A successful digital marketing model, he argued, must be backed by a full logistical framework to preserve product quality and build consumer confidence.
Contract Farming and Private Sector Partnerships as Catalysts for Digital Agricultural Marketing
Dr. ElZubi emphasized that contract farming and partnerships with the private sector can serve as key drivers for the success of digital agricultural marketing. These arrangements offer farmers guarantees, structure, and financing. Entering into a clear contract with a company or private institution provides farmers with a secure market and pre-agreed pricing, reducing risks related to market fluctuations or surplus production. This stability encourages farmers to invest in improving product quality, enhancing its appeal on digital platforms.
He added that private sector partnerships also enable the integration of essential logistics services such as cold storage, rapid transport, and modern packaging—critical components for any successful digital marketing experience. Consumers purchasing through digital platforms seek quality and reliability, which can only be achieved through a comprehensive system that supports the farmer from field to doorstep.
Moreover, the private sector can provide both funding and technology—whether by developing specialized digital platforms or by training farmers to use digital tools—saving farmers time and effort and allowing them to focus on production while companies handle the technical and marketing aspects.
The Need for Clear Government Legislation to Regulate Digital Agricultural Contracts
Dr. ElZubi stressed the pivotal role of government and legislation in regulating digital agricultural platforms. A clear legal framework ensures fairness and reliability for both farmers and consumers. He called on the government to establish transparent regulations governing digital agricultural contracts, defining the rights and obligations of all parties and preventing exploitation or ambiguity in pricing, quantities, or delivery terms.
A binding legal framework boosts farmers’ confidence that their efforts won’t be wasted and reassures consumers that the products they purchase meet specifications. He emphasized the importance of secure payment systems and effective oversight to prevent fraud or manipulation. Collaboration between the Ministries of Agriculture, Economy, and Telecommunications is essential, along with linking platforms to formal banking systems.
Success in digital platforms depends not only on digital infrastructure but also on robust logistics—including cold storage and organized transport—to ensure high-quality delivery to consumers. Dr. ElZubi also called for a regulatory body to oversee platform operations, set transparency and quality standards, and resolve disputes swiftly. This oversight protects farmers from pressure by large traders and shields consumers from deception.
He underscored the government’s role in awareness and training through guidance programs that educate farmers on using digital platforms, understanding their legal rights, and applying best practices in digital marketing.
Digital Marketing Opens New Export Markets for Jordanian Products
Dr. ElZubi affirmed that digital marketing significantly expands access to new export markets for Jordanian agricultural products. It removes many traditional barriers that previously limited farmers and exporters from promoting their goods internationally.
Digital platforms now allow Jordanian products to be showcased directly to consumers and importers in Gulf countries, Europe, and East Asia, highlighting competitive advantages such as high quality, organic production, or compliance with international standards. This digital presence enhances the image of Jordanian products and enables direct branding, moving beyond reliance on intermediaries or traditional trade fairs.
However, entering these markets requires organized investment—first by unifying efforts through national or regional platforms that include farmers, cooperatives, and exporters, and second by adhering to international standards for quality, packaging, and labeling. Foreign consumers don’t just buy the product—they buy trust in the supply chain.
Digital marketing tools, such as targeted social media campaigns and global e-commerce platforms, can open new sales channels, especially for products with relative advantages like dates, olives, fresh vegetables, and medicinal herbs.
Dr. ElZubi highlighted that products like Jordanian olive oil and Medjool dates have strong export potential. Jordanian olive oil enjoys a reputation for quality and flavor and is certified by the International Olive Council, giving it a competitive edge in European and Gulf markets. Digital platforms can showcase these attributes directly to consumers and importers, presenting the product professionally with a clear national identity that builds trust and expands market reach.
Medjool dates, in particular, are strategic products with high competitiveness due to their long shelf life and transportability—making them ideal for digital marketing. They can be featured on global e-commerce platforms and targeted toward niche segments such as health food stores and premium retailers in Europe and North America. Modern packaging innovations, such as small packs or luxury boxes, add marketing value and enhance their appeal in foreign markets.
Enhancing Existing Platforms Is More Effective Than Launching New Apps
Dr. ElZubi concluded that the question is no longer whether a digital agricultural marketing app is needed, but rather how to improve and activate existing platforms to better serve farmers and consumers.
Jordan already has several initiatives and platforms in place, including the “Marketing Platform” launched by the Ministry of Agriculture in partnership with international entities to boost agricultural exports, open new markets, and provide farmers and exporters with information on specifications and standards in target countries.
The Cabinet has also approved a new wholesale market system, which includes establishing a central digital platform under the Greater Amman Municipality to organize buying and selling in the central market and ensure fair pricing for both farmers and consumers. Emerging platforms are also connecting farmers directly with consumers and offering technical support in digital marketing.
While the digital infrastructure exists, the challenge lies in achieving integration and enhancing these platforms. Investing in improving current services—such as adding electronic payment options, cold chain logistics, and external marketing—may be more effective than launching new apps from scratch.
He suggested considering the consolidation of platforms under a unified national umbrella to provide farmers with a single, reliable channel rather than scattering efforts across multiple apps. The priority is not starting from zero, but rather developing and integrating existing platforms to maximize their efficiency and impact for all stakeholders.