The Malta Food Agency (MFA) is committed to promoting local food products and managing the main local fruit, vegetables and fish markets.  This role has enabled MFA to transform long-established processes into new, effective and digitally driven ones.

Digitalisation has been the catalyst for this transformation.  Josef Vella, MFA Chief Project Officer, explained that as from the implementation of the fruit and vegetable market (Pitkalija) reform in 2021, digitalisation has been the core to all projects implemented. 

“In this digital age, we have endless possibilities to furnish our stakeholders, being farmers, buyers and consumers with the information needed to build trust, ensure traceability and decision-making,” Mr Vella says.   

Apart from the back end, core digital platforms which are used for the day-to-day automation and business processes, the MFA took the opportunity to introduce progressive web applications for both the farmers and the buyers.

“Ilbidwi.gov.mt was introduced to provide farmers with complete and full information of their transactions at the Pitkalija including inventory, sales history, and relevant reporting, while ixxerrej.gov.mt provides the buyers with information related to their purchases and with the possibility to pay online” Mr Vella explains.

Mr Vella also stated that in the coming months, two more apps aimed at the consumers will be implemented. The first app will enable the consumer to scan the QR Code on the Pitkalija crate and gain information on the product, origin, and when it was sold.  The other app is to provide consumers with information about what fresh local fish was sold from the fish market (Pixkerija) and where it can be purchased.

Mr Vella stated that there was a remarkable uptake in app usage, and most farmers rely on the information from ilbidwi.gov.mt to manage the distribution of their products to the Pitkalija sales agents and to monitor their sales and inventory. 

Several buyers now use the ixxerrej.gov.mt payment function. This has led to shorter queues at the market’s cash office, improved auditability and stronger security for all involved. “The fact that our stakeholders ask us for more features and enhancements endorses the success of these apps” explained Mr Vella.

The strong adoption of these digital applications has enabled the MFA to introduce a tax incentive scheme covering all locally produced goods, except for fish. Mr Vella explained that fruit and vegetables sold through the Pitkalija are subject to a three per cent tax at source.

In March 2025, this measure was extended beyond produce sold at the Pitkalija to encompass all local products, as defined in Annex 1, excluding fish. This measure was named Direct Sales. To enable this measure, a full sales management system was implemented within the functionality of ilbidwi.gov.mt. This enabled farmers and producers with the necessary tools to sell their products and manage the tax requirements.

The platform also streamlines compliance by digitally capturing transactions and facilitating seamless reporting, including the application of the three per cent flat tax rate on turnover. Equally important, it is accessible across tablets, mobile devices, and desktops, ensuring inclusivity for farmers regardless of their level of technological proficiency. “At this stage, we can confidently say that the tool and the measure have been successful and are transforming the way farmers operate,’ Mr Vella remarked.

The digital platforms and now the Direct Sales Platform allow real-time transactions, data capture, and digital sales tracking. In doing so, datasets are being consolidated, thus enabling policymakers and regulators have a clearer visual of the agricultural markets while operations are streamlined and consolidated.

 “The best part of it all is that we’re making digital tools accessible and useful to farmers,” explains Mr Vella. “By bridging this gap, the MFA has formalised a previously informal sector, bringing professionalism and transparency to every level of Malta’s agricultural system.”

The success of these initiatives has not gone unnoticed, as feedback from farmers and buyers continue to encourage the MFA to keep building on its suite of tools that are shaping the future of Malta-produced foods.

“More digital platforms, use of artificial intelligence, and other initiatives are being planned.  For the MFA, the transformation is not merely about technology, but about cultural change. By embedding transparency, professionalism, and accountability into a traditionally conservative sector, it is ensuring resilience for the future,” Mr Vella concludes.