Fresh Produce MEA is now Agritech MEA: A new era of agricultural innovation storytelling
The new name reflects a wider focus on the farming and food sectors in the region, from seed to shelf.
MIDDLE EAST/AFRICA – Fresh Produce Middle East & Africa Magazine has officially rebranded to Agritech Middle East & Africa Magazine for a broader focus on the fast-changing landscape of food and farming in the region.
The publication has long served as a trusted source of information on fresh produce trade, covering market trends, logistics, and retail across Africa and the Middle East. However, as agriculture in the region evolves, the need for wider coverage has become clear.
“We will continue to cover fresh produce,” said Francis Juma, Founder and CEO of FW Africa, the magazine’s publishing company. “What this new name reflects is where the industry is going, and how we want to serve our readers in the years ahead.”
“Farmers and agribusinesses across the region are turning to new tools, new markets, and new ways of working. Our reporting needs to reflect that.”
What this means
Under its new name, Agritech MEA will report on the full agriculture value chain. This includes input supply, production, processing, storage, transport, retail, and export. The editorial team will focus on how technology and innovation are shaping each of these steps.
New areas of focus include:
Farm-Level Innovation
- Digital tools for planning, buying, and selling
- Solar-powered irrigation and automated systems
- Climate-smart practices for different types of farms
Processing and Storage
- Machines and automation for processing grains, fruits, dairy, and more
- Cold storage and logistics for perishable goods
Finance and Investment
- Investment trends in food and agriculture-related tech
Trade and Market Access
- Policies and projects improving trade and market access
“We are expanding our lens because the region is not standing still,” Juma added. “Producers are adding value through processing, adopting tech on the farm, and reaching new markets with better logistics and finance tools. We’re here to tell those stories.”
What’s staying the same
The editorial team remains in place, along with its clear and grounded approach to reporting. The publication continues to speak directly to farmers, exporters, agri-entrepreneurs, investors, and policymakers across the region.
The rebrand also comes after strong feedback from readers and partners who have called for broader content beyond the fresh produce sector.
Agritech Middle East & Africa Magazine will keep covering fresh produce, while opening space for more stories across the wider agriculture sector.
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