SAUDI MARKETING

What SAUDI MARKETING does

Saudi Marketing Company (SAMCO), operating under the Farm Superstores (أسواق المزرعة) brand, is a publicly listed Saudi retail, trading, and importing enterprise headquartered in Dammam, Eastern Province. Founded in 1978 with the launch of Saudi Arabia's first Farm Superstore chain, the company operates 90 large-format supermarket branches plus 17 mini markets that serve residential complexes across all five regions of the Kingdom (Eastern, Central, Western, Southern, Northern). The stores stock over 60,000 diversified SKUs including fresh produce, consumer goods, household items, and imported products sourced directly from suppliers across Asia, Africa, Europe, North America, and South America, under the 'Summit of Savings' (قمة التوفير) value positioning.

The company's product portfolio spans four pillars: the core Farm Superstores retail format, the Farm GO mobile and web online-shopping channel, the Imtiyaz tiered loyalty program (Red/Gold/Platinum tiers tied to SAR 18,000 and SAR 30,000 annual spend thresholds), and the Farm Academy community-education initiative. Distribution is omnichannel: 107 physical points-of-sale plus a Farm GO app available on iOS and Android, supported by website, SMS, email, and influencer marketing channels. Revenue is generated primarily through retail sales of groceries and household goods to mass-market Saudi consumers, with secondary revenue mechanics from the import-trading vertical and the recurring loyalty engagement layer.

The business model is a vertically integrated, physical-first grocery retailer. SAMCO imports directly from global suppliers and sells at retail through owned stores, capturing both wholesale import margin and retail markup. The publicly listed entity (Tadawul: 4006) has a capital base of SAR 450 million across 45 million shares, with a board dominated by the Al-Aswad family across multiple election cycles. Banking relationships with Al Rajhi Bank, Banque Saudi Fransi, National Bank of Kuwait, and National Commercial Bank support working capital and branch rollout capex. The customer segment is horizontal mass-market consumers across Saudi Arabia, with no disclosed enterprise or B2B anchor customers, making the model dependent on household consumption velocity and basket size.

Name

SAUDI MARKETING

Legal name

Saudi Marketing Company

Website

https://farm.com.sa

Company type

Public

Founded year

1978

Operating status

Operating

Headcount range

51–100 employees

Short description

Saudi Marketing Company (SAMCO) operates Farm Superstores, a Saudi Arabian chain of 90 large-format supermarkets and 17 mini markets across all five regions of Saudi Arabia, serving mass-market consumers with over 60,000 imported and domestic grocery SKUs via physical retail, the Farm GO mobile app, and the Imtiyaz loyalty program.

Ownership category

akta.pro rank

Product category

Retail Supermarkets

NAICS

Grocery and Convenience Retailers (4451)

SIC

Retail-Variety Stores (5331)

akta.pro industry

PRIMARYCRAHAMAB

Warehouse-Style Bulk Grocers (Membership/Non-membership)

Consumer Products & Retail/Grocery & Food Retail/Wholesale-to-Consumer & Bulk Food Stores

Keywords

• Retail supermarket chain
• Grocery and household goods
• Imported consumer products
• Customer loyalty program
• Online grocery delivery

Headquarters

HQ city

Dammam

HQ country

Saudi Arabia

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales: Revenue generated from retail sales of food, consumer goods, fresh produce, and household items through 90 Farm Superstore branches and 17 mini markets across Saudi Arabia.
2. Imtiyaz Loyalty Program: Points-based loyalty program (Imtiyaz) that drives customer retention and cross-selling. Members earn points on purchases and can redeem for store credit.
3. Import Trading: Imports and trades a wide variety of products from Asia, Africa, Europe, North and South America to supply Farm Superstores with over 60,000 diversified items.

Pricing tiers

Distribution channels3 records

Marketing channels7 records

Core offering

Saudi Marketing Company (SAMCO), trading as Farm Superstores, operates a kingdom-wide chain of 90 large-format supermarkets and 17 mini-markets selling fresh produce, groceries, household goods, and imported consumer products totalling more than 60,000 SKUs. Revenue is generated primarily through in-store retail sales, supplemented by the Farm GO mobile app and website for online ordering, the Imtiyaz tiered loyalty program that drives repeat visits, and an import-trading operation sourcing goods from Asia, Africa, Europe, and the Americas.

Product overview

Farm Superstores (أسواق المزرعة) is the primary retail brand of Saudi Marketing Company (SAMCO), a leading Saudi retail, trading, and importing enterprise established in 1978 and headquartered in Dammam. The core offering consists of 90 large-format supermarket stores and 17 mini markets serving residential complexes across Saudi Arabia, stocking over 60,000 product SKUs. The product portfolio includes the Farm GO online/digital channel (mobile app and web), the Imtiyaz multi-tiered loyalty rewards program (Red, Gold, Platinum tiers), and the Farm Academy community education initiative. Promotional offerings include weekly and Monday-special discount campaigns. The brand slogan is 'Summit of Savings' (قمة التوفير).

Differentiator

Problem solved

Functional benefit

Brands

• Farm GO: Online shopping and delivery service; a digital channel enabling customers to shop online and access exclusive offers.
• Imtiyaz
• Farm Academy

Products and services

• Farm Superstores (أسواق المزرعة) Primary retail supermarket brand of Saudi Marketing Company (SAMCO) operating 90 large-format stores and 17 mini-markets across all five regions of Saudi Arabia. Stocks over 60,000 diversified SKUs across fresh produce, grocery, household goods, and imported consumer products sourced from Asia, Africa, Europe, North and South America. Targets Saudi mass-market consumers and families.
• Farm GO (فارم جو) Online shopping and delivery service from Farm Superstores, accessible via dedicated iOS and Android mobile applications and the company website, enabling Saudi consumers to browse offers and place orders for home delivery.
• Imtiyaz Loyalty Program (امتياز) Customer rewards and loyalty program with three tiered membership levels (Red, Gold, Platinum). Members earn points on purchases (1.5–2.5 points per SAR), receive double points on household items and private-label products, and redeem points for SAR-denominated store credit (1000 points = 10 SAR). Gold and Platinum tiers unlock at SAR 18,000 and SAR 30,000 annual spend thresholds respectively.
• Farm Academy (أكاديمية المزرعة) Educational and training initiative focused on community health awareness, education, culture, community support, employment, and environmental preservation.
• Monday Offers (عروض الاثنين) Weekly promotional campaign featuring half-price discounts on a rotating selection of products every Monday, available across all Farm Superstore regions in Saudi Arabia.
• Weekly Offers (عروض أسبوعية) Rotating weekly promotional deals and special discounts available across Farm Superstore branches in Riyadh, Eastern, Western, Southern regions, Arar, and Sakaka.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Football Players Friends CharitycoreStrategic or Co-development Partner · 17 December 2018Partnership agreement signed December 17, 2018, represented by SAMCO CEO Maher Al Aswad and Charity Chairman Mr. Majid Ahmed Abdullah. Farm branches in Riyadh (first step, expanding Kingdom-wide) approved as commercial outlets for food and consumer goods for charity beneficiaries via the Saudi Ports System.
• Saudi Al Muwaffaq CompanycoreStrategic or Co-development Partner · 11 November 2018Partnership agreement signed November 11, 2018, represented by SAMCO CEO Maher Al-Aswad and Al Muwaffaq GM Majid Al-Farag. Farm branches across the Kingdom serve as commercial outlets for food and consumer goods approved for charitable societies via the Saudi Ports System. Beneficiaries can purchase food and consumer needs through Farm Supermarkets using the Saudi Port system.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Tamimi Markets: Family-run Saudi supermarket chain operating across the Eastern Province and other regions. Tamimi is a comparable peer in the same Saudi grocery retail category with overlapping regional presence and assortment strategy.
• LuLu Hypermarket Saudi Arabia: UAE-based LuLu Group operates multiple hypermarkets across Saudi Arabia, directly competing with Farm Superstores on imported assortment, fresh produce, and household goods at value pricing.
• Panda Retail Company: Owned by Savola Group, Panda is one of Saudi Arabia's largest grocery retail chains with hundreds of supermarkets and hypermarkets nationwide. It is Farm's most direct head-to-head competitor in the same mass-market grocery segment across all Saudi regions.
• Bin Dawood Holdings: Operates the HyperPanda and Danube banners across Saudi Arabia. Bin Dawood is a comparable Saudi grocery chain competing on store footprint, assortment breadth, and price-led promotions similar to Farm.
• Carrefour Saudi Arabia (Majid Al Futtaim): Operated by Majid Al Futtaim under the Carrefour franchise, this hypermarket and supermarket chain competes directly with Farm in Saudi Arabia on assortment, private label, and pricing across groceries and household goods.
• Othaim Markets Company: Listed Saudi supermarket operator running a large nationwide chain of grocery stores and malls. It is a comparable mass-market grocery peer to Farm with similar broad assortment and competitive pricing positioning.

Regional players

• Al Meera (Qatar): Publicly listed Qatari grocery retailer operating supermarkets and hypermarkets across Qatar. Comparable as a regional Gulf supermarket chain with similar broad assortment and value positioning, though geographically separate from Farm's Saudi footprint.
• Al Raya (Al Raya Saudi Supermarkets): Saudi-based supermarket chain with regional concentration in certain provinces. Comparable to Farm on grocery retail format and assortment, though smaller in national footprint and primarily regionally focused.
• Union Coop (UAE): UAE-based consumer cooperative operating hypermarkets and supermarkets in Dubai. Comparable as a regional Gulf grocery retailer with broad assortment and loyalty program, though it does not directly compete with Farm inside Saudi Arabia.

Broad incumbents

• SPAR International (Saudi franchise): Global retail brand with franchise-operated stores in Saudi Arabia via local partners. SPAR competes in the same grocery space with a broader international footprint but smaller Saudi market share than Farm.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/saudimarketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SAUDI MARKETING