Traceability moved from advantage to requirement
Buyers, retailers, lenders and regulators now all ask for the same record, and none of them accept one pieced together afterwards.
Supply chain & industry · Middle East
The traceability deadlines moved, and the records are still on paper.
FSMA 204, EUDR and retailer GlobalGAP requirements all expect a record you can produce on demand, whenever they land.
Jul 2028
earliest date the FDA will enforce the food traceability rule, after Congress directed a delay.
Source: FDA: FSMA final rule on additional traceability records for certain foods
In the Gulf
This is what it actually runs on here.
Platforms in this market
- cold-chain monitoring
- import permit portals
- packhouse systems
Rules that apply here
- ADAFSA rules in Abu Dhabi
- Dubai Municipality food control
- Saudi SFDA import rules
- halal certification
We read the rule before the call. It is the cheapest way to prove we did the work.
What is happening
The record exists. It is just on another farm, in another format.
Field data does not reach the compliance record
Agronomists capture in one place, compliance reports from another, and the join is manual at exactly the moment there is no time.
A recall means days of searching
Working out which lots contained a suspect input, and where they went, is a manual exercise under time pressure.
Every buyer wants a different format
The same underlying facts, reformatted by hand for each customer and each certification body.
However hard, whatever it is
Traceability is one example. Bring whatever is actually costing you.
This page happens to be about records an auditor will accept. If your problem is yield, labour or a machine nobody can read, that is the same job for us.
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01 We sit with you
Days where the work happens, not a workshop in a meeting room. We watch the job get done and write down the shortcuts nobody wrote down.
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02 We read everything
Your data, your rules, your vendors and their documentation, and the published research on your sector. We report what is actually in there.
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03 We break it to first principles
Not which tool fixes this. What is actually causing it, taken apart until we reach the piece that cannot be divided further.
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04 Then we build
Weeks, not quarters. By this point we are not guessing what to build, and guessing is the thing that makes projects long.
Where we sit
Your farm software stays. We build the record an auditor will accept.
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What you get
- One record Field to shipment, captured once
- Minutes Recall scope answerable immediately
- Any format One dataset, every buyer's template
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Built new for you — none of this exists in your stack today
- A field app that works with no signal and syncs later
- A gateway that reads the packhouse scale and printer directly
- A one-page pack that answers an audit in minutes
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The traceability layer Reads your farms and packhouses. Writes nothing you have not approved.
Connectors, one agreed meaning per field, and a model reading what no
field holds. Accuracy measured on your own records.
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- cold-chain monitoring
- import permit portals
- packhouse systems
What you already run — unchanged, and still yours
If a farm can write it down, we can read it. Weighbridge printouts, handwritten field books, a scale with one serial port. All of it becomes data.
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No API -
No documentation -
A terminal from 1994 -
It arrives as paper -
The vendor said no -
It reports nothing
Not a list of limits. Name yours on the call.
And once we can reach it, a model can read it. Most of the value here is in the sources nobody ever structured — the note, the letter, the screen.
Intelligence, plumbed in
A handwritten field book is data, once something can read it.
We build the reader, then check every extraction against the paper for a month before anyone relies on it.
How we make AI survive real data-
Connectors -
A semantic layer -
Evals you can check
What changes
Judge us on this, not on what we built.
One record Field to shipment, captured once
Inputs, treatments, harvest, lot and destination linked as they happen rather than assembled at audit time.
Minutes Recall scope answerable immediately
Which lots, which inputs, which customers — as a query rather than an investigation.
Any format One dataset, every buyer's template
EUDR, FSMA 204 and GlobalGAP outputs generated from the same record.
Who this is for
The people who feel this first
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Head of Quality -
Compliance Manager -
Supply Chain Director -
Operations Head -
Agronomy Lead
Straight answers
The questions you would ask on the call
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Our growers do not use software.
Then the capture cannot depend on them using software. That usually means SMS, a WhatsApp flow, a simple scan, or a sensor — whatever fits how they already work. A system that requires behaviour change at the farm level will not produce a complete record.
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Which regulations do you support?
FSMA 204, EUDR and GlobalGAP are the three currently converging. The design principle is to capture the underlying facts once and generate each format from them, because the regulations will keep changing.
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Can you handle cold chain?
Yes, including sensor integration. We build embedded and sensor systems as well as the software above them, which matters when temperature excursion evidence is part of the record.
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Can AI really read handwritten field books and weighbridge dockets?
Yes. We build the reader, then check every extraction against the paper for a month. Accuracy is a number we report, not a promise.
Do you know the rules that apply in the UAE, Saudi Arabia and the wider GCC?
For agriculture & food that means ADAFSA rules in Abu Dhabi, Dubai Municipality food control, Saudi SFDA import rules and halal certification. We read the rule before the call, so the first meeting is about your operation rather than about us catching up.
Whatever agriculture & food needs here, we can make it.
What you already run stays where it is. Around it we build software, hardware and the process itself. Here that means a field app that works with no signal and syncs later.
See everything we build-
Software -
Hardware -
Ways of working -
Whole ventures
Honest about the numbers
The figure above is from FDA: FSMA final rule on additional traceability records for certain foods, for agriculture & food.
We have not localised it, because a number nobody can check is worth less than a real one plus this sentence. The pattern travels. The size of it in your market is a question for the call.
Same industry, other markets