Freshsourceglobal

FreshSource (Fresh Source Global) is an Egyptian agritech and supply-chain company that operates a business-to-business platform for sourcing, moving and selling fresh fruit and vegetables. Producers and business buyers register on the platform; produce is harvested by contracted farmers under FreshSource's handling conditions, transported to the company's cold, dry storage facility, then sorted, washed, packed or crated and delivered to customers by refrigerated truck. The company positions three product lines: an e-commerce ordering channel for businesses and suppliers, a financial solution that digitizes payments across the value chain and provides financing to clients and partners, and data analytics that gives suppliers and buyers granular real-time insights.

The stated aim is to improve the economic and environmental efficiency of Egypt's food supply chain and cut food loss, which in some fruit and vegetable segments can reach up to 50% of production due to poor harvesting, storage and distribution. FreshSource markets savings of up to 20% on customers' fresh produce costs, and reports reducing producer costs by about 15% while raising their income by about 20%. Its operations are described as spanning centralized collection and distribution to avoid multiple deliveries, plus market access for smallholder farmers whose volumes are otherwise hard to place.

Founding story

FreshSource was set up in 2019 by siblings Farah and Omar Emara to address logistical losses in Egypt's perishable food chain, in a context of rapid population growth, limited arable land and freshwater, and high losses along the fruit and vegetable chain. Farah Emara serves as co-founder and CEO and Omar Emara as co-founder and COO. One listing gives a founding year of 2018.

Business model

FreshSource aggregates supply from local farms and national distributors and sells to business buyers, handling collection, cold storage, sorting, washing, packing and refrigerated last-mile delivery. It layers digital services on top of the physical operation: online ordering, digitized payments and financing for both clients and suppliers, and analytics. The platform explicitly does not serve individual consumers.

Revenue is generated from the B2B sale and distribution of fresh produce to business customers, alongside platform-based services including digitized payments and financial solutions offered to clients and supply partners.

Traction

Reported coverage of 11 Egyptian cities and deliveries to more than 100 locations as of early 2023, with daily packed-and-delivered volume rising from 4,000 kg to 5,000 kg by that point. Average reported impact on producers: 15% cost reduction and 20% income increase. Employee count is listed in the 11-50 range.

Latest developments

By early 2023 the company reported operating in 11 cities, serving over 100 delivery locations, and increasing daily volumes to 5,000 kg of fruit and vegetables, while continuing to improve its platform and digital tools for producers and customers.