The Emirates International Investment Company (EIIC) has provided funding to Egypt’s Mahaseel Masr, a regional B2B fresh produce digital platform, to accelerate the deployment of its agri-focused e-commerce platform.
Mahaseel Masr is a smart digital platform that offers a variety of digital tools to make online transactions more reliable and secure, while also ensuring farm traceability through geospatial farm profiling.
Emirates International Investment Company (EIIC), the strategic investment arm of National Holding, an Abu Dhabi-based group with investments in leading sectors in the UAE and the MENA region, has provided the startup with an undisclosed amount of funding.
The funding will enable Mahaseel Masr to retain the necessary mid-term investment capacity to capitalise on its expertise and successful experience in Egypt to “expand its leadership across the entire ecosystem governed by international standards, of farm profiling and coding, traceability, secure payments, logistical operations, and transparent communication between farmers and customers”.
“Demand for high-quality fruits and vegetables at competitive prices is increasing, driven by a global rapid population increase and increased digital awareness, as well as a pressing need for global supply chain stability,” said Mohamed Abdel Rahman, CEO of Mahaseel Masr.
“With the support of EIIC, we will be able to achieve our mission to expand our geographic presence while crowning our portfolio with advanced technological and financial value added services. This strategic partnership will also help us achieve our goal of simplifying the lengthy supply chain and empowering farmers’ inclusion in the digital transformation process that has revolutionized people’s day-to-day activities, all while ensuring fair trade for growers worldwide.”