Saudi Arabia Unveils Unified Digital Platform to Revolutionise Hajj Food Supply Chains

Mohammed Fathy

Last updated 8-02-2026

3 min

Makkah partners roll out a 'unified digital platform' for food supply chains.

Aim is smoother sourcing, ordering and delivery during Hajj and Umrah peaks.

Al-Balad Al-Ameen says resilient systems boost readiness, not buzzword 'sustainability'.

Sary provides core technology for unified orders, coordination and end-to-end tracking.

Focus is dependable food availability for pilgrims, less flashy than funding rounds.

A new partnership in Saudi Arabia is taking aim at one of the trickiest operational challenges in Makkah: keeping food supply chains running smoothly during peak pilgrimage seasons. Technologies of Al-Balad Al-Ameen, the investment arm owned by Al-Balad Al-Ameen Company and linked to the Holy Capital Municipality, has signed a strategic agreement with Sary to roll out a unified digital platform for managing food supply chains across the city.

The idea is simple on paper, though anyone who has worked in logistics knows it’s anything but. The platform is designed to bring order to food sourcing, ordering and delivery, giving suppliers and catering contractors a single system to manage demand and supply. The goal is tighter tracking, better operational discipline and, ultimately, consistent food availability and quality for pilgrims during Hajj and Umrah. And believe it or not, even small gains in traceability can make a massive difference when millions of meals are involved.

Eng Hattan Tasji, chief executive of Al-Balad Al-Ameen Company, said the move reflects the company’s push to build specialised operational platforms serving Makkah’s vital sectors. He described the project as part of its broader investment and development role, positioning the company as a main gateway for investment in the holy city. According to him, the partnership supports more sustainable digital operating models and strengthens Makkah’s operational readiness through reliable digital frameworks. That said, sustainability here isn’t a buzzword; it’s about systems that don’t creak under pressure.

From Sary’s side, founder and CEO Mohammed Aldossary called the partnership a pivotal step in supporting one of the world’s most complex and sensitive food supply ecosystems. Working with Technologies of Al-Balad Al-Ameen, he said, allows Sary to apply its operational know-how and digital capabilities to improve readiness and service quality during the pilgrimage seasons. I reckon partnerships like this only work if both sides truly understand the on-the-ground chaos, not just the dashboards.

Sary, which operates digital platforms for food-sector supply chains, will provide the core technology enabling unified order management, supply coordination and end-to-end tracking. For suppliers and catering firms, that means fewer phone calls, fewer nasty surprises and a clearer picture of what’s moving where. Anyone who has watched founders across the region wrestle with fragmented logistics will know this kind of integration is spot on, even if getting everyone to adopt it is a bit of a faff at first.

At Arageek, we’ve seen time and again how overlooked infrastructure can quietly make or break entire ecosystems. This agreement feels less flashy than a mega funding round, but in a city like Makkah, dependable food supply is mission-critical. I’m not a fan of shiny tech with no clear use case, yet this one seems decidedly practial, well… I mean, if it holds up during peak season.

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