مَوثرة أوريجين
Every batch has a story. Mawthara makes it provable.
Traceability fails not because data is missing but because it is scattered across farm records, packhouse systems, paper and transport logs. Mawthara gives every batch one verifiable identity and one provable history.
- Sector
- Agriculture & Food Supply Chain
- Category
- Blockchain-backed Agricultural Traceability Infrastructure
- Primary buyer
- Exporter, packhouse or premium agricultural brand
- Entry wedge
- One exporter, one SKU, one route. Prove the complete trust loop on a real shipment rather than waiting for an ecosystem.
Product requirements and proof architecture complete. Seeking a Saudi date-export pilot partner.
Stage 2 of 6: Product blueprintProof a buyer can check in seconds.
Walk the custody chain, trigger a cold-chain excursion, and verify the batch the way a buyer in Rotterdam would.
Loading product concept…
Agricultural value chains still struggle to prove trust.
The pain is sharpest when a company must prove origin, custody or condition to a buyer quickly, and the evidence sits across six systems and a filing cabinet.
- Poor traceability
- Fragmented records and manual processes create visibility gaps across the chain.
- Origin uncertainty
- Product substitution and unverified origin claims undermine trust and brand value.
- Cold-chain gaps
- Temperature and handling events are not captured against the batch in real time.
- Disconnected compliance
- Audit and certification data live in silos, slowing approvals and raising risk.
The wedge
One exporter, one SKU, one route. Prove the complete trust loop on a real shipment rather than waiting for an ecosystem.
What it is, and what is actually in the first release.
- Batch Identity
- Canonical agricultural asset: farm, crop, variety, harvest and lot.
- QR / NFC Provisioning
- Serialized code generation, activation and scan verification.
- Custody App
- Receive, pack, load, dispatch, transfer, hold and reject events.
- Blockchain Proof
- Event hash anchoring with signer identity and timestamp.
- IoT Condition Feed
- Temperature, humidity and geolocation on selected shipments.
- Digital Passport
- Buyer-facing proof page: origin, journey, certificates, verification state.
- Exception & Recall
- Hold and recall state with affected downstream batches identified.
- Admin & Analytics
- Users, sites, products, tags, devices and scan analytics.
In the MVP
Batch identity
Serialized digital identity per lot.
QR and NFC provisioning
Physical identity bound to the digital record.
Custody capture
Chain-of-custody events from farm to buyer.
Blockchain proof
Canonical event hashes anchored for independent verification.
IoT condition feed
Temperature, humidity and location on pilot shipments.
Digital passport
Buyer-facing verification page.
Exception and recall
Hold state with downstream batch identification.
Planned, not built
Multi-crop expansionRoadmap
Greenhouse vegetables and other temperature-sensitive produce.
Scope boundary — Operational data and raw telemetry stay off-chain. Only canonical event hashes are anchored, where independent proof adds value. There is no token, no cryptocurrency and no wallet for the customer to manage.
Who it is for.
- Primary buyer
- Exporter, packhouse or premium agricultural brand
- Primary users
- Farm, packhouse, logistics and quality operators
- Economic buyer
- Exporter or brand owner who carries the buyer relationship
Dates first, because the proof is worth most there
A high-value, culturally important export product with a fragmented production and processing chain, growing export volumes, real cold-chain sensitivity and international buyers who increasingly ask for evidence rather than assurances.
The opportunity, with the arithmetic visible.
Published statistics and our own models are labelled differently, on purpose.
Saudi market signal
1.923M t
Saudi date production in 2024
GASTAT, Agricultural Statistics 2024.
37.6M+
palm trees in 2024
GASTAT, Agricultural Statistics 2024.
SAR 1.938B
date exports in 2025
Saudi Press Agency, April 2026.
125+
export markets reached in 2025
Saudi Press Agency, April 2026.
Illustrative market model
~SAR 485M
Modelled Saudi TAM
High-value agricultural operators × modelled annual traceability value. Planning model.
~SAR 141.5M
Initial SAM
Qualified date and premium-produce exporters, packhouses and brands in the initial clusters.
~SAR 17M
Five-year SOM (ARR)
Management plan for reachable recurring revenue by year five, plus variable tag and device revenue.
Production and export figures are published statistics. The operator counts and per-account values behind the TAM, SAM and SOM are our own planning assumptions. We deliberately do not treat the palm-farm count as a customer count — most small farms are not direct enterprise buyers.
How it earns.
- Origin Pilot
- One SKU, one route, two to three shipments, proof report.
- SAR 45k – 90k
- Origin Core
- Batch registry, QR identity, custody, passport and recall.
- SAR 120k / year
- Export Pro
- More sites and users, NFC, IoT ingestion, documents, buyer analytics, API.
- SAR 240k / year
- Enterprise
- Multi-brand and multi-site, advanced integration, SLA.
- SAR 600k+ / year
- Devices & tags
- Physical identity and connectivity, passed through.
- Per tag / device / shipment
Concept-stage commercial model. These are the price points the business is being designed around, not proven pricing and not an offer.
Targets the business is being built toward.
80%+
SaaS gross margin
Core software margin target at scale.
65 – 75%
Blended gross margin
Including hardware and connectivity pass-through.
SAR 60k – 100k
CAC
Founder-led enterprise sale plus pilot effort.
~6× – 10×
LTV / CAC
Target once channel and onboarding become repeatable.
< 10%
Annual logo churn
Target once buyers and integrations depend on the trace.
> 90%
Gross revenue retention
Before expansion.
115 – 130%
Net revenue retention
Driven by more SKUs, shipments, tags and sites.
Every figure above is a forward-looking management target. Mawthara has no customers and no operating history, so none of these has been observed.
The agricultural provenance graph
The strategic asset is not the smart contract. It is the accumulating network of verified identities, custody events, device integrations and buyer relationships — and the recall graph that sits on top of them.
- Historical provenance across seasons and products
- Batch genealogy through splitting, merging and transformation
- Physical-to-digital identity operations run through Mawthara
- Buyer participation: external customers come to rely on the passport
- Compliance workflow and recall readiness embedded in risk controls
Trust architecture
- Raw operational data and telemetry stay off-chain; only proofs are anchored
- No token, no cryptocurrency and no wallet for the customer to manage
- Organization isolation, role-based access, device keys and full audit logging
- Blockchain positioned as evidence around existing obligations, never as a substitute for them
These describe how the product is designed. They are not certifications held.
Wedge first. Platform second.
- 0–3 monthsExporter discovery, route mapping, clickable passport, proof prototype
- 4–6 monthsPilot: one exporter, QR/NFC, one sensor type, buyer verification
- 7–12 monthsRepeatable onboarding, multi-site, API, recall analytics, buyer portal
- 13–24 monthsMulti-crop expansion and a wider trust network
Independent company. Shared advantage.
Mawthara AgriSystems inherits the Yalla Digital foundation — product, engineering, AI and data, integrations, cloud, security and Saudi commercial strategy — rather than rebuilding it.
Sources & assumptions
- GASTAT, Agricultural Statistics 2024
- Date production of approximately 1.923 million tonnes and more than 37.6 million palm trees.
- Saudi Press Agency, 2026
- Saudi date exports of SAR 1.938 billion in 2025, reaching more than 125 markets.
- Commercial model
- Yalla Digital internal planning model, 2026. Concept-stage pricing and forward-looking targets.
Forward-looking figures are management targets and planning models for a pre-revenue company. They are not historical results, and no customer, revenue, pilot, partnership or certification is claimed anywhere on this site.