Farm

What Farm does

Farm (أسواق المزرعة), legally the Saudi Marketing Company (SAMCO), is a publicly listed Saudi retail chain (Tadawul ticker 4009) founded in 1978 and headquartered in Dammam, Eastern Province. The company operates 90 large-format hypermarket and supermarket branches plus 17 mini-markets serving upscale residential complexes, distributed across all five Saudi regions (Eastern, Central, Western, Southern, Northern) and covering cities such as Dammam, Al Khobar, Riyadh, Jeddah, Abha, Jazan, Najran, Arar, Sakaka, and Yanbu. Its product portfolio spans more than 60,000 SKUs encompassing fresh produce, household goods, and imported items sourced from Asia, Africa, Europe, North and South America.

The company's underlying technology stack centers on the Farm GO e-commerce platform and mobile application (available on iOS and Android), which provides online grocery delivery in Dammam, Al Khobar, Riyadh, and Jeddah. Customer retention is driven by the Imtiyaz loyalty program, which operates three tiers (Red at 1.5 points/SAR, Golden at 2.0 points/SAR, Platinum at 2.5 points/SAR) with redemption at 1,000 points for SAR 10 and 12-month point expiration. The company also operates Farm Academy, an internal training and employee development program, and maintains the Mr. sub-brand for selected exclusive offers.

Farm's business model is mass-market physical retail with supplementary digital sales. Revenue is generated primarily through in-store consumer goods transactions, with pricing communicated via weekly promotional flyers, Monday half-price deals, and seasonal campaigns anchored by the "Summit of Savings" (قمة التوفير) positioning. The Al-Aswad family maintains controlling governance, with Hazem Faiz Al-Aswad as Chairman and Maher Hazem Al-Aswad as Vice Chairman and Managing Director. Corporate actions include a 2016 capital increase from SAR 350M to SAR 450M via free share distribution and multi-bank facility renewals (Al Rajhi, NCB, Banque Saudi Fransi, NBK) totaling approximately SAR 639.7M for branch capex and working capital.

Name

Farm

Legal name

Saudi Marketing Company (SAMCO)

Website

https://farm.com.sa

Company type

Public

Founded year

1978

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Farm (Saudi Marketing Company) is a publicly listed Saudi retail chain operating 90 hypermarket and supermarket branches plus 17 mini-markets across all five Saudi regions, offering 60,000+ SKUs supported by the Farm GO e-commerce platform and Imtiyaz multi-tier loyalty program.

Ownership category

akta.pro rank

Headquarters

HQ city

Dammam

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales (In-Store): Farm generates the majority of its revenue through retail sales of consumer goods across its 90 hypermarket and supermarket branches and 17 mini-markets throughout Saudi Arabia. The product portfolio spans more than 60,000 SKUs including fresh produce, household items, and imported goods from Asia, Africa, Europe, and North and South America.
2. Online Sales (Farm GO): Revenue generated through the Farm GO e-commerce platform and mobile application, serving customers in Dammam, Al Khobar, Riyadh, and Jeddah with online grocery delivery.
3. Imtiyaz Loyalty Program (Redemption Mechanism): While the Imtiyaz loyalty program does not directly generate revenue, it serves as a retention and engagement mechanism. Points are earned at 1.5 to 2.5 per SAR depending on tier, and redeemed at 1,000 points for SAR 10 in purchases. Points expire after 12 months from the last purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Farm operates a chain of 90 hypermarket and supermarket branches and 17 mini-markets across Saudi Arabia, offering more than 60,000 SKUs of groceries, fresh produce, household items, and imported consumer goods from Asia, Africa, Europe, and the Americas. Customers can also shop online and via the Farm GO mobile app (iOS and Android) for delivery in Dammam, Al Khobar, Riyadh, and Jeddah. The multi-tier Imtiyaz loyalty program (Red, Golden, Platinum) drives repeat purchasing through points-based rewards.

Product overview

Farm (أسواق المزرعة) is a Saudi retail chain operated by the Saudi Marketing Company (SAMCO), established in 1978 and headquartered in Dammam. The company operates a platform of 90 large superstores and 17 mini markets across Saudi Arabia, offering over 60,000 products. The product portfolio centers on Farm Superstores as the core retail offering, supplemented by the Farm GO digital commerce platform (mobile app for iOS/Android and online shopping), the Imtiyaz multi-tier loyalty rewards program (Red, Golden, and Platinum tiers), and the Farm Academy for employee development. The company also provides franchise opportunities through the Imtiyaz program and offers weekly promotions, Monday half-price deals, and special offers across its store network.

Differentiator

Problem solved

Functional benefit

Brands

• Farm GO: Online shopping service and mobile application for home delivery
• Imtiyaz
• Farm Academy
• Mr.

Products and services

• Farm Superstores A chain of 90 large-format hypermarket and supermarket branches plus 17 mini-markets serving residential complexes across the Eastern, Central, Western, Southern, and Northern regions of Saudi Arabia. Offers more than 60,000 SKUs including fresh produce, household items, and imported goods from Asia, Africa, Europe, and the Americas. Targets mass-market consumers seeking quality products at competitive prices.
• Farm GO Online shopping service and mobile application (FarmGO App) available on iOS App Store and Android Google Play, enabling customers to browse and order groceries for home delivery in Dammam, Al Khobar, Riyadh, and Jeddah, with exclusive online offers.
• Imtiyaz Loyalty Program A multi-tier customer rewards program offering points (Red Tier 1.5 pts/SAR, Golden Tier 2 pts/SAR requiring SAR 18,000 annual purchases, Platinum Tier 2.5 pts/SAR requiring SAR 30,000 annual purchases) redeemable at 1,000 points for SAR 10 off purchases, with double points on household items and private-label products.

Quantifiable outcome

• 60,000+ product SKUs offered
• +2 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Football Players Friends Charity (جمعية أصدقاء لاعبي كرة القدم)coreStrategic or Co-development Partner · 17 December 2018Partnership agreement signed on December 17, 2018, represented by SAMCO CEO Maher Al-Aswad and Football Players Friends Charity Chairman Majid Ahmed Abdullah. Farm's Riyadh branches are approved as commercial outlets for food and consumer goods for the association's beneficiaries through the Saudi Ports System. Additional branches across the Kingdom were planned as a second step.
• Saudi Al Muwaffaq Company (شركة الموفّق السعودية)coreStrategic or Co-development Partner · 11 November 2018Partnership agreement signed on November 11, 2018, represented by SAMCO CEO Maher Al-Aswad and Saudi Al Muwaffaq GM Majid Al-Farag. Under this agreement, Farm's branches are added to the Saudi Ports System network as approved commercial outlets for food and consumer goods for charitable societies, enabling beneficiaries to purchase their food and consumer needs through Farm supermarket branches using the Saudi Ports System.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tamimi Markets: Saudi family-owned supermarket/hypermarket operator with a regional footprint across the Kingdom. Directly comparable as a domestic multi-format grocery competitor serving Saudi consumers.
• Carrefour Saudi Arabia (Majid Al Futtaim Retail): Operates hypermarkets and supermarkets across Saudi Arabia under the Carrefour banner, owned by Majid Al Futtaim. Directly competes with Farm on price-led hypermarket format, broad SKU assortment, and the same urban/suburban Saudi consumer.
• Lulu Hypermarket Saudi Arabia: EMKE Group's Lulu Hypermarket operates large-format hypermarkets in Saudi Arabia with similar broad grocery + non-food assortment and competitive pricing. Directly comparable as a multi-region hypermarket competitor.
• BinDawood Holding (Danube / bin Dawood): Tadawul-listed holding company operating Danube and bin Dawood supermarket banners across Saudi Arabia. Direct peer in supermarket/hypermarket format and listed Saudi-grocery exposure.
• Othaim Markets Company: Tadawul-listed Saudi grocery chain (210+ branches) operating hypermarkets and supermarkets nationwide. Closest publicly listed pure-grocery Saudi peer to Farm in terms of format, scale, and listed-equity profile.
• Panda Retail Company (formerly Savola Panda): Saudi hypermarket and supermarket chain historically operated under the Savola Group. Continues to operate supermarkets in Saudi Arabia, making it a direct domestic grocery competitor to Farm.

Emerging players

• HungerStation (Delivery Hero): Leading Saudi food-delivery platform (owned by Delivery Hero) with growing dark-store and grocery capabilities. Comparable to Farm GO as a Saudi online grocery and on-demand delivery competitor.
• Noon: Regional e-commerce marketplace with a rapidly growing grocery vertical in Saudi Arabia. Comparable to Farm as a competitive threat in online grocery, where Farm GO currently reaches only 4 cities versus Noon's national coverage.
• Manuel Markets: Emerging Saudi grocery chain operating supermarkets focused on fresh-produce and neighborhood formats. Comparable to Farm's mini-market and supermarket segments, particularly as a newer entrant expanding in Saudi residential communities.
• Jahez (Jahez International Holding): Tadawul-listed Saudi food-delivery and quick-commerce platform. Comparable as a digital competitor shaping Saudi online grocery and last-mile delivery expectations, where Farm GO competes for online basket share.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/farmsaudiarabia

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Farm