Bethra is one of a kind marketplace that connects agricultural nurseries and service providers with customers through a virtual space under Android and IOS systems and social media channels. Bethra’s comprehensive marketplace offers a variety of services from selling plant pots, seeds, agricultural supplies, fertilizers, to providing services like trimming trees, fighting agriculture diseases, and providing consultation services for farmers and agricultural nurseries owners.

Bethra aims to become the largest online agriculture services and products providers in the region to help farmers and agriculture services and products providers to enhance their market reach while providing the end customers with high-quality products and services at competitive prices.  In efforts to deliver high-quality products, Bethra inspects all the products before shipping them to the client and requests customers’ feedback after receiving the products. Bethra also prepares online content on how customers can plant and take care of the product, as well as sharing tips at the beginning of any session on how to maintain and take care of their plants and equipment.


A team consisting of 4 founders; Ibrahim Abdulnabi, Bethra’s CEO and
Project Management Consultant has a master’s degree in Computer Science with more than 15 years of experience in project management and field management consulting. Ayman Adel, the CFO, has a bachelor’s degree in accounting and more than 20 years of experience in the financial sector. Adel held several financial management positions for big companies & factories in Jordan and has established his own business. Mousa Bawadi, CTO, has a master’s degree in Computer Science, and experience in High Tech cloud solutions, security solutions, and ERP systems for more than 20 years. Finally, Khaled Hijazi, Bethra’s agricultural expert, with more than 20 years of experience in agriculture, farming, and landscaping, of which 15 years were in the Organic Fertilizer Production.

Value proposition

Bethra’s team found a gap between the plantation owners and clients, as people either do not have the time to search for products or find agriculture marketplaces, and plantation owners can’t market their products in a modern way using online methods.

Bethra focuses on providing the best user experience for its clients, by providing a wide range of products and the ability to compare products in terms of quality, cost, and customer reviews. Bethra’s value is derived from its lifecycle full service, the excellent quality offered, customers’ satisfaction, and it’s trusted service providers that are identified through the rating system.

Expansion and Growth

Bethra plans to grow its platform and add more features like the ability to send plants as gifts, evaluation systems for after-sales service, and developing intelligent systems that detect a tree and plant disease from the picture that a customer sends through the platform. Bethra is also considering adding marketing business tools and integrating those tools with the platform to better understand customers’ behavior.

The company also plans to expand geographically to cover Jordan, Turkey, and GCC markets.

Safety, health, and environmental matters

Health and safety are one of Bethra’s main concerns, therefore, complying with OHSAS 18001 is a priority for the company. Occupational Health and Safety standards are also key in order to make sure Bethra applies an effective health and safety system which will typically lead to safer and healthier workplaces for workers and customers as well.

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