How Egypt’s FreshSource is simplifying the B2B agri-supply chain and looking to expand into the MENA region

FreshSource, an Egyptian startup, is a B2B agri-supply chain platform that connects food producers to businesses and exporters, increasing their income, and it is now looking to expand across the MENA region.

FreshSource, founded in January 2019 by Farah and Omar Emara, is a B2B agri-supply chain platform that uses technology to transform the way fresh goods are sourced, moved, and sold. The startup collaborates with a variety of producers, such as farms, and provides fresh fruit and vegetables to businesses such as restaurants, hotels, and online retailers.

FreshSource maintains a holistic cold chain that optimizes resources, storage, and distribution, as well as micro-financing and technical development.

This results in an average food loss of 2%, compared to a national average of 45%.

“The value proposition that FreshSource brings is our ability to use our data to have optimal pricing for both our producers and our customers, leverage our technology to offer a streamlined process from start to finish, and build on 30 years of know-how from our family business, which operates one of Egypt’s largest cold-chain facilities.” “These three assets cement FreshSource’s position as a leading and dependable fresh food supplier,” Farah Emara told Disrupt Africa.

The startup is rapidly expanding, and it now serves major customers in 11 Egyptian cities. The company’s growth is expected to accelerate now that it has received a seven-figure US dollar seed investment from 4DX Ventures and Wamda earlier this month. FreshSource plans to use the funds to expand geographically within the Egyptian market, as well as to improve its technology platform and expand its team. It also intends to expand within the MENA region.

“We have seen significant market demand, which is reflected in our double-digit monthly growth,” Farah said.

She claimed that as a woman in this field, she faced “incredible resistance” from many in the male-dominated agriculture industry.

“At first, these negative comments really depressed me, but as FreshSource grew and with the support of my partner and brother, Omar, I became a lot more confident,” she explained.

This first mover in Egypt’s agri-tech ecosystem may have a bright future thanks to newfound confidence and bank funding.