Our Story
Where it all started
We Were Customers Too
It all began in 2014, not inside a big factory or corporate office, but inside a small truck spare parts business in Jordan. At the time, Diesel Exhaust Fluid (DEF/AdBlue) was something every transportation company needed — but the price was painfully high. Mercedes Benz AdBlue was the only product in the market, so we used to buy DEF/AdBlue from Mercedes Benz Jordan branch and sold it to fleets and everyday drivers, yet deep down we knew something wasn’t right.
Why should truckers, bus drivers, and hardworking companies struggle with such high costs just to keep their engines running clean?
That question kept us awake. We started searching for solutions, determined to make DEF/AdBlue more affordable without sacrificing quality. Soon, we found a reliable supplier in Turkey — and the price was almost half of what it had been. Importing from Turkey was the first step toward our vision: making DEF/AdBlue accessible, trustworthy, and fair for everyone.
But even then, we couldn’t stop thinking: What if we could bring the cost down even further? Not just for us, but for our clients — because we believed from day one that when our customers succeed, we succeed.
Reliable DEF/AdBlue for Hardworking Companies, Fleets and Drivers
Mission & Purpose
From the very beginning, JODEF was never just about selling DEF/AdBlue. It was about people (it was about us all). We saw the struggle of:
Transportation Companies
Fleet Business Owners
Truck Drivers
who worked long hours, moving goods and keeping our economy alive — yet were forced to pay high prices for something as essential as DEF/AdBlue. We knew there had to be a better way.
That’s why we built JODEF with one simple promise:
To give hardworking people a reliable DEF/AdBlue product they can trust — one that keeps their engines running clean, their costs fair, and their journeys uninterrupted.
Because at the end of the day, every liter matters. Every kilometer matters. And every customer’s trust matters most.
Challenges and Turning points
The Road Wasn’t Easy: Challenges That Shaped Our JODEF Journey (Why Quality DEF/AdBlue Wins: The Challenges We Overcame in Jordan)
The first six years of JODEF were anything but easy. Competition was tough, and convincing people that our product was exactly in line with ISO standards felt like an uphill battle. Many didn’t understand the difference between real DEF/AdBlue and cheap substitutes — and some competitors took advantage of that confusion.
The Challenges that we faced:
Our Biggest Client
One of our biggest clients even decided to start their own DEF/AdBlue business, but instead of producing genuine product, they sold fluid ammonia! Others went further, mixing water with other ingredients and selling it at extremely low prices. It wasn’t actual DEF/AdBlue, but to customers chasing cheap options, it was hard to explain the difference.
Truck Spare Parts Vendors
As spare parts vendors began capitalizing on low-cost product (which is not DEF/AdBlue at all!) to boost their profit margins, convincing end users to trust Jordanian-made products became increasingly difficult. The market was flooded with unreliable alternatives that caused frequent issues in trucks, buses, and other vehicles—undermining confidence and complicating the reputation of local brands.
Time
There were times we thought we’d lost everything. Times when giving up seemed like the only option. But we held onto a simple kind of hope — the belief that hard work, honesty, and quality would win in the end.
And thank God we never surrendered. Today, after 10+ years of persistence, JODEF is proud to be recognized as the number one Certified and Trusted DEF/AdBlue producer in Jordan. Our journey wasn’t smooth, but those struggles shaped our identity: a brand built on resilience, trust, and uncompromising quality.
Achievements
Why JODEF Became #1 Jordan’s Most Trusted Diesel Exhaust Fluid/AdBlue Supplier
Hard work became our daily fuel, and instead of being consumed by struggles, we started thinking differently. We asked ourselves: What if we could reshape the DEF/AdBlue market in Jordan altogether?
The first step was clear — certification. We realized that in order to gain the trust of end users, we needed to show that our product wasn’t just claimed to be real or local, but recognized internationally for its quality. So, we worked tirelessly to meet global standards and proudly became certified by the American Petroleum Institute (API). This certification sent a strong message: JODEF’s DEF/AdBlue is not only affordable, it is held to the same standard as the world’s most trusted products.
The second step was about changing the way DEF/AdBlue was sold in Jordan. Competing with vendors on price alone was a losing game — especially when many weren’t selling genuine DEF/AdBlue at all. Instead, we looked abroad for inspiration. In the U.S. and Europe, fleets could purchase DEF/AdBlue directly at the pump in fuel stations. That made sense — accessible, convenient, and trustworthy.
So we decided to bring the same model to Jordan. Our first attempt was met with rejection. One fuel company turned us down, then another. But our belief was stronger than any “no.” We kept moving forward. Finally, the third company listened, understood the value, and in 2017, we launched AdBlue at their fuel stations.
That decision reshaped the market. Today, not only do we supply spare parts vendors, fleet companies, and truck drivers — but we are also proud to provide DEF/AdBlue directly at fuel stations across Jordan. And in a full-circle moment, even the companies that once rejected us now work with us too.
Our Values
Quality and Trust: The Core Values Behind JODEF
At JODEF, we’ve always believed that a business should stand for more than just products and profits. As a family business, our values are rooted in the way we live and work every day. These are the principles that guide every liter of DEF/AdBlue we produce and every partnership we build:
Quality Above All
We never compromise on quality. From raw materials to final delivery, every step is carefully monitored to ensure that our DEF/AdBlue meets international standards.
Consistency You Can Count On
Our clients know they can rely on us — not just once, but every time. Consistency is what transforms a supplier into a trusted partner.
Transparency & Honesty
In a market where shortcuts are common, we chose the harder path: honesty. We are open about what we do, how we do it, and why it matters.
Family-Business Trust
Being a family-owned business means that relationships matter to us. Our customers aren’t just clients — they’re part of the extended JODEF family.
Local Roots, Global Vision
We are proud of our Jordanian roots and equally determined to grow beyond borders. Our ambition is to bring JODEF’s trusted DEF/AdBlue to markets around the world.
These values are not slogans. They are the foundation of our journey — the reason we survived the struggles, achieved milestones, and continue to grow.
Our Vision
From Jordan to the Middle East: The Future of JODEF DEF/AdBlue
Our journey began with one simple goal: to make DEF/AdBlue more reliable and affordable for hardworking people in Jordan. But our vision has grown far beyond that.
At JODEF, we see the future as an open road — one that leads us from being Jordan’s number one DEF/AdBlue producer to becoming the most trusted supplier across the Middle East and Gulf region. Our next steps are clear:
Exporting Abroad
We are preparing to bring JODEF’s certified DEF to neighboring markets, giving fleets and fuel stations across the region a product they can trust.
Setting the Standard for the Gulf region and Middle East
Just as we reshaped the market in Jordan, we aim to raise the bar for quality and transparency across the region — proving that reliability and fair pricing can go hand in hand.
Expanding Into Eco-Friendly Solutions
The future of transport is cleaner and greener. Beyond DEF, we are exploring new ways to support fleets and drivers with environmentally responsible solutions.
For us, the vision is not only about business growth — it’s about leaving a positive mark on the industry, on the environment, and on the lives of the people who trust us every day.
Because the JODEF story isn’t finished. It’s only just getting started.