Cairo-Based Agri-Supply Chain Platform FreshSource Raises A Seed Round Billed As The Largest Agritech Round In Egypt

By leveraging technology and data, FreshSource aims to bring about a shift in how fresh food is sourced, moved and sold in Egypt.

learn more about Aalia Mehreen Ahmed

By Aalia Mehreen Ahmed


Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur Middle East, an international franchise of Entrepreneur Media.

Cairo-based business-to-business (B2B) agri-supply chain platform FreshSource has raised a seed round -billed as the largest agritech round in Egypt- led by investors 4DX Ventures and Wamda.

Launched in 2019 by brother and sister duo Farah and Omar Emara, the platform leverages technology and data to bring about a shift in how fresh food is sourced, moved and sold in Egypt.

The idea first materialized in late 2018, when the Emara siblings decided to use the industry knowledge they acquired working in their family business of over 30 years, Emarco Group, which is a cold chain logistics company in Egypt.

"The market was extremely empty then with no other startups regionally attempting to introduce technology and investors were not focusing on the sector," explains Omar. "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 end to end and build on 30 years of know-how from our family business which runs one of the largest cold-chain facilities in Egypt. These three assets solidify FreshSource as a leading and reliable fresh food supplier!"

Omar Emara and Farah Emara, co-founders, FreshSource. Source: FreshSource

Agriculture accounts for about 11.3% of Egypt's gross domestic product and for 28% of all jobs in the country, as per a report by the United States Agency for International Development. But with a high number of inefficiencies within the local supply chain, some of the industry's pressing contemporary concerns include inflated fresh food costs, high amounts of food loss and wastage, and extremely low profits for farmers.

FreshSource aims to address these by, first and foremost, enabling farmers to directly connect with businesses without involving any third-party intermediaries. "FreshSource works with a range of producers, such as medium and large-scale farms," explains Farah. "We leverage our data and technology to help us make informed decisions on what to buy, when to buy it and when to sell it. This coupled with our accurate forecasting and cold storage expertise which means that we are able to maximize profits for our producers and reduce costs for businesses."

Part of the startup's mission is also to create sustainable fresh food systems that could potentially enhance the quality of business for producers and agricultural avenues as well as create a positive impact on the planet. "On average, we empower producers to increase their income by around 20% and businesses to reduce their costs by approximately 15%," adds Farah.

FreshSource's team members. Source: FreshSource

The co-founders say FreshSource is now growing at a rapid pace, with the startup already serving customers across 11 Egyptian cities. "Innovation is a key pillar to FreshSource's success," says Omar. "This does not only relate to the actual platform but also innovative ways of sourcing, selling and building networks in the agriculture industry." But the co-founder also adds that it will be important for the FreshSource team to keep an eye out for the rapidly changing technologies and trends within the global agricultural ecosystem.

"I believe that blockchain will have an immense impact on the value chain of food, because this has already started happening and will only continue to transform the industry," explains Omar. "Agriculture accounts for 40% of the global workforce and represents 6.4% of the entire world's economic production. Getting food from farm to table is an extremely complicated process with a lot of intermediaries. People are oblivious to what has been sprayed on the food they are eating or how it has been handled. Using blockchain to promote the traceability of food will have a transformative impact!"

Now, with the fresh infusion of capital, the sibling duo are looking to expand FreshSource's services within Egypt and beyond, while also investing in their technology platform and growing their local team in Egypt.

Related: We Got Funded: MENA-Based Edtech Platform Playbook Raises US$700,000 In A Pre-Seed Funding Round
Aalia Mehreen Ahmed

Features Writer, Entrepreneur Middle East

Aalia Mehreen Ahmed is the Features Writer at Entrepreneur Middle East. She is an MBA (Finance) graduate with past experience in the corporate sector, and is also co-founder of CyberSWIFTT- an anti-cyberbullying campaign that ran from 2017-2018 as part of the e7: Daughters of the Emirates program. A self-proclaimed bibliophile, she has a penchant for chai, cricket, comic book films, and all things BTS. 

Related Topics

Growing a Business

Rudy Mawer Shares 10 Ways To 10x Your Business

Learn the tactics needed to exponentially grow your revenue

Women Entrepreneur™

A Life Well Lived: Sudha Murty, Founder And Chairperson, Infosys Foundation

Insights and inspiration from the Indian educator, author and philanthropist, and the co-founder of the Infosys Foundation.

Thought Leaders

The Collapse of Credit Suisse: A Cautionary Tale of Resistance to Hybrid Work

This cautionary tale serves as a reminder for business leaders to adapt to the changing world of work and prioritize their workforce's needs and preferences.


5 Winning Habits That Will Transform Your Leadership Skills

Ready to take your leadership skills to the next level? Discover the five winning habits that will transform you into an exceptional leader!

Growth Strategies

Tracking Jahez's Five-Year Journey To Become A Unicorn In Saudi Arabia's Hypergrowth Consumer-Tech Market

Jahez achieved this stellar exit within five years of establishing itself, while delivering a cumulative 100 million meals to Saudi customers through 19,900 merchants and 52,400 delivery partners.

Business Process

Why Embracing Chaos is Crucial to Your Success and Longevity

Chaos engineering is a popular idea in software engineering, centered around the premise that deliberately breaking a system to gain information will ultimately help improve that system's resiliency. Given the uncertainty of our times, CEOs might want to apply this type of approach in their corporate sustainability strategies.