Egypt’s Mahaseel Masr, a regional B2B fresh produce e-commerce platform, has received financial support from the Emirates International Investment Company (EIIC).
Emirates International Investment Company (EIIC), the strategic investment arm of National Holding, a group based in Abu Dhabi with investments across leading sectors in the United Arab Emirates and the MENA region, has provided the startup with funding of an undisclosed amount. This funding has been provided by EIIC.
With this funding, Mahaseel Masr will be able to maintain the necessary mid-term investment capacity to capitalise on its expertise and successful experience in Egypt to expand its leadership all across the entire ecosystem controlled by international standards, of farm profiling and coding, secure payments, traceability, logistical operations, and transparent transactions between farmers their customers.
The CEO of Mahaseel Masr, Mohamed Abdel Rahman said, “Demand for first-rate fruits and vegetables at competitive prices is showing strong growth, driven by a global rapid population increase and raised digital awareness, in addition to a demanding need for global supply chain stability.”
“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 realise our mission to simplify the lengthy supply chain and empower farmers’ inclusion into the digital transformation process that has revolutionised people’s day-to-day activities while ensuring fair trade for growers across the world.”
Read also: Pezesha, EzyAgric Launch Digital Services For Agro Dealers In Uganda
EIIC head of investments Remark on Mahaseel Masr
“We see a strong potential for a growing cross-border fresh produce trade, in line with the strategic objectives of the Egyptian government to multiply Egypt’s agriculture exports, while striving to minimise cost, maximise value and enhance quality. With an eye for global expansion, EIIC believes that Mahaseel’s e-commerce platform will remodel how the fresh produce trade industry operates with digital tools that cater to the pressing demands for stable and secure supply chains in light of the recent changing global scene dynamics,” remarked Joseph Iskander, EIIC head of investments.
Details on Mahaseel Masr
Mahaseel Masr is a smart digital platform that offers a variety of digital tools to support transactions online in a reliable and safe manner while also assuring the traceability of farms through the use of geospatial farm profiles.
Revolutionizing the regional agriculture scene, Mahaseel Masr provides a means for the trade of fresh produce with the click of a button, allowing for a shorter supply chain that is more cost-effective. It was built on the foundation of connecting a wealth of farmers with their customers locally and internationally.
US Contributes $316 Million to Ghana’s Energy Infrastructure Through Kasoa BSP
In contrast to the conventional method of procuring fruit and vegetables, which accounts for up to 15 percent of Egypt’s gross domestic product, Mahaseel Masr’s online platform, www.mahaseel.net, facilitates the effective connection of farmers with local and international purchasers of fresh food. Additionally, the platform makes use of a geospatial farm profile technology known as GPS, which improves the traceability of farms that have been registered on the website www.mahaseel.net.
A diet that is healthy should emphasise the consumption of fruits and vegetables that are fresh. They are a good source of important vitamins, minerals, fibre, and other nutrients that are necessary for maintaining a healthy body. In point of fact, numerous studies have demonstrated that eating a diet that is high in fruits and vegetables is associated with a lower risk of developing chronic diseases such as cancer.
The Mahaseel Masr team understands the impact of fresh foods to human health which is why they are leveraging technology to satisfy this need.