Opportunities in Amman’s fruit & vegetable market
The Central Wholesale Market for Fruits and Vegetables in Amman is a vital hub for Jordan’s agricultural trade, handling over 3,000 tons of fresh produce daily. Strategically located in Al-Jwaideh, just 20 km east of the capital, this expansive 17-hectare market serves as a linchpin for both local and imported agricultural products, directly shaping food prices and supply across the country. Managed by the Greater Amman Municipality (GAM), and operating under Jordan’s Wholesale Markets Law, the market is now poised for a significant transformation.
A recent quick scan, commissioned by the Netherlands Embassy in Amman and conducted by Advance Consulting, explored opportunities for Dutch involvement in the redevelopment of this market. The results revealed a range of promising avenues for Dutch technology and expertise. These opportunities span several key domains:
Infrastructure and facility upgrades
Dutch companies are well-positioned to offer advanced cold storage and refrigeration solutions to reduce post-harvest losses. Additional demand exists for vegetable processing technologies and sustainable waste management systems, including organic recycling and packaging reuse.
Digital trading and pricing platforms
Stakeholders seek transparent, modern trading mechanisms. Dutch innovators can contribute electronic auction platforms and online trading systems that enable farmers, wholesalers, and buyers to interact efficiently, reducing dependency on intermediaries and increasing transparency.
Logistics and supply chain optimization
There is a clear need for cold chain logistics, blockchain traceability tools, and reliable electronic weighing systems—all areas where Dutch firms can lead with tested solutions and innovation.
Food safety and market regulation
The market aims to set up a centralized food safety inspection centre under the oversight of national authorities. Dutch experience and expertise in food quality control and certification can bring substantial value here.
Sustainability and green solutions
The integration of solar energy systems, particularly for refrigeration units, represents an immediate opportunity for Dutch renewable energy providers to support greener operations in the market.
The redevelopment of the Central Wholesale Market in Amman offers a fertile ground for Dutch companies to contribute cutting-edge, sustainable and inclusive solutions. This initiative not only aligns with Jordan’s ambitions to modernize its agricultural sector, but also with the Netherlands’ longstanding strengths in agri-food systems, logistics, and green technologies. With the right partnerships, this collaboration can deliver lasting economic and social impact in Jordan while opening new market pathways for Dutch innovation.
The Netherlands impact funder Invest International offers a variety of financing solutions in support of Dutch companies and public sector partners that develop projects and invest in sustainable economic growth with environmental and social impact. As such, Invest International can support Dutch initiatives to provide technologies and expertise for the redevelopment of the Central Wholesale Market in Amman.