MABA Retail: joint venture for the retail-packing and distribution of ware potatoes in Egypt Egypt is a large producer and exporter of table potatoes for the European market. It also has a domestic market for potatoes (mainly as a vegetable), but the value-chain is underdeveloped and characterised by mismatches and poor marketing. The objective of this project is to improve the processing (packing) and marketing side of fresh potatoes for domestic use, and by doing so to also change retailer and consumer behaviour.The project involves the establishment of an ISO 22000 certified facility for washing, grading, retail-packing, cooling and marketing of potatoes under private label. In addition, the project will invest in the promotion and distribution of selected varieties in the major supermarket chains and the hotel and catering sector, each with different characteristics and use for the consumer. The packing facility will be built 70 km north from Cairo along the Cairo - Alexandria road, not far from potato growers in the Delta.At the end of the pilot the project will process and market 10,000 tonnes of retail-packed potatoes per year. Potatoes will be sourced from the local partner and GlobalGAP certified contract farmers.Applicant is Agrico UA (Emmeloord) and local partner is Maba Ltd an agricultural production & trading company in Egypt. Partners will establish a joint venture.The project is innovative as in Egypt the value chains for fresh produce for the domestic market, here potatoes, are underdeveloped. The project involves not only technology transfer, but also introduces new marketing concepts for promoting the potato as a staple crop. By doing so, the impact of this project is expected to be much wider and of strategic importance. Potatoes are a more sustainable substitute for rice and wheat because of low water demand during cultivation. Therefore, the project is expected to contribute to the Egyptian macro policy of self-reliance in (basic) food crops.Corporate Social Responsibility (CSR)Both partners have integrated CSR/HRM policies and internationally recognised certificates for food safety and environmental management. This will also be the case for the joint venture (GlobalGAP certified potatoes, ISO 22000).Impact•	Employment and working conditionsDuring the project period 35 permanent jobs will be created of which 15 are medium/higher staff. This will be respectively 47 and 17, two years after the project. Benefits for employees are safe and hygienic working conditions, above average salaries, overtime payment, 3 meals per day, medical insurance and training. Maba has the intention to also provide staff housing near the processing/packing facility within the next 2 to 3 years.The project will indirectly – through Maba Ltd – engage 50 contract farmers.In addition the project will give structural income to suppliers of e.g. packing material, spare parts and operation and maintenance.•	Innovation/Transfer of knowledgeTraining in MABA Retail will occur across the organisation. Along with ISO 22000 certification, new technologies, production and marketing concepts are introduced. Contract farmers of Maba will receive some training as well, especially in post-harvest handling methods. Farmers are GlobalGAP certified.•	Chain effectsStructurally, the applied value-chain approach will result in efficiency and quality gains along the chain. This will apply to primary producers as well as to retailers. The concept also serves as an example for other fresh produce value chains and relates to the economically and politically highly important issue of Egypt's self-reliance for affordable and safe basic food products.•	EnvironmentEnvironmentally the project is sound. Production for the domestic market under GlobalGAP ensures more sustainable cultivation methods. The packing facility is ISO 22000 certified which also ensures minimisation of negative impact on the environment (e.g. water purification). If successful in the long run in changing consumer habits towards using the potato as a substitute for wheat and rice, this will have strong environmental impact as well. Particularly in terms of optimisation of Egypt's scarce water resources (water requirement for production of 1 kg of potatoes is 10% compared to 1 kg of rice).•	Position of womenThe project will have non-discriminatory policies for female employees. At least 50% of them will be women and this also applies to medium-/high-level staff. Stimulating the development of a high quality domestic potato sector by value-chain management, establishing a packing facility and introducing new marketing/retail concepts.