In a strategic effort to reinforce its global foothold in the phosphate market, Maaden is intensifying its engagement in key Asian countries. This initiative aims to bolster food security across the region.

Two years ago, the company marked its entry into the Vietnamese market, facilitated by senior sales specialist Mwadah Al Sulami. “The Vietnam market is very fragmented. For us to enter the market and play our role in food security, we opened a hub and warehouse there. It was a huge success, enabling us to service more regions in Southeast Asia and bringing us closer to our customers,” she shared with AgTechNavigator.

Maaden aspires to enhance its operations not only in Vietnam but also in neighboring nations, including Thailand. Currently, the company stands as the second-largest global exporter of phosphate fertilizers, controlling around 20% of the world’s phosphate trade.

The company has communicated plans to increase its phosphate production capacity from six million to 7.5 million tonnes by 2026. Al Sulami noted that Maaden is the largest supplier in most regions it serves worldwide, with Brazil being the notable exception.

Highlighting the significance of Asia as a priority market, Maaden is set to open its first office in Singapore by 2026, following the establishment of its Indian office in 2020. Al Sulami underscored the necessity of deepening the company’s presence in the region: “Asia is our backyard. We need to cover that and ensure our availability for our partners.”

Over years, Maaden has carved out a significant position in South Asia while also leading the market in Australia. Now, their focus is shifting towards Southeast Asia as they seek to broaden their influence.

“Our main target is to be the largest in terms of market share in the region. We are already leading in many areas, such as South Asia with India, Pakistan, and Bangladesh. Now we want to become the largest supplier in Southeast Asia,” stated Al Sulami.

Despite the promising growth potential, Al Sulami pointed out that Southeast Asia poses operational challenges, notably market fragmentation and long shipping times from Saudi Arabia. This amplifies the importance of a local presence.

Looking ahead, the firm remains committed to identifying expansion opportunities in Southeast Asia, with particular attention to burgeoning markets like Thailand.