Egyptian B2B fresh produce platform Mahaseel Masr secured funding for expansion
Egyptian company Mahaseel Masr, a regional B2B digital platform for fresh produce, has received money from the Emirates International Investment Company (EIIC) to hasten the rollout of its agri-focused e-commerce platform.
A sophisticated digital platform called Mahaseel Masr offers a variety of digital solutions to make online transactions more dependable and safer while also guaranteeing agricultural traceability through geospatial farm profiling.
Emirates International Investment Company (EIIC), the strategic investment division of National Holding, an Abu Dhabi-based firm with investments across key industries in the UAE and MENA region, has provided the business with an undisclosed sum of financing.
Mahaseel Masr will be able to use the funding to maintain the required mid-term investment capacity, allowing it to build on its knowledge and successful track record in Egypt and “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 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,” said Mohamed Abdel Rahman, Mahaseel Masr’s CEO.
“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.”
“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,” said Joseph Iskander, EIIC head of investments.
