Egypt-based B2B regional fresh produce digital platform, Mahaseel Masr, has secured undisclosed funding from the Emirates International Investment Company (EIIC) to accelerate the deployment of its agri-focused e-commerce platform.

The startup is a smart digital platform that provides digital tools that help facilitate online transactions reliably and securely while ensuring farms’ traceability through geospatial farm profiling. 

Other investors in this round of funding include the strategic investment arm of National Holding, an Abu Dhabi-based group with investments across leading sectors in the UAE and MENA region. 

The funding will enable Mahaseel Masr 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”.

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“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.