Last month, Mahaseel launched their digital marketplace, presenting Egyptian produce to the world digitally. Mohamed Abdel Rahman, Chief Executive Officer for Mahaseel, states they’ve been very happy with the launch: “We take pride in being the first digital platform that connects the hidden gems of farming in Egypt with the world instantly and smartly with just a touch of a button, a process governed by international standards of farm profiling, traceability, secure payments, logistical operations and transparent communication between farmers and customers.”
“Mahaseel Masr has been in the market since 2019, working diligently to create a portfolio that can empower farmers and revolutionize the farming sector in Egypt. Since its inception, we have been working on the Takweed vertical with the Central Administration of Plant Quarantine to verify crops for export in Egypt. Our marketplace has been launched mid-November 2022. Our focus is Europe and Asia, the two main importers of fresh produce from Egypt. And the company has been recently on the radar of the Abu-Dhabi-based investment company, EIIC.”
Mahaseel Masr is a smart digital platform built on the foundation of connecting a wealth of Egyptian farmers with their customers locally and internationally. The platform provides a wide range of digital tools that realizes mega transactions online reliably and securely, while ensuring farms’ traceability through geospatial farm profiling. Mahaseel Masr has a number of subsidiaries and verticals including:
Mahaseel Masr B2B platform is the fresh produce platform that enables farmers to sell and export their fruits and vegetables locally and regionally directly to the buyers. Takweed is a traceability program in collaboration with the Central Administration of Plant Quarantine in Egypt which requires all farmers that export their fresh produce to receive a traceability and geospatial audit on their farm through Mahaseel Masr.
Tamweel is a micro-finance solution that Mahaseel Masr offers loans to farmers in collaboration with the National Bank of Egypt and the Agriculture Bank of Egypt. The program allows farmers to receive up to 10,000 USD to finance their farming operations.
Despite only having launched in November, Mahaseel is already in the process of setting up offices abroad, Abdel Rahman says: “Most of our transactions have been local given that we just launched one month ago. But we’re in the process of launching offices in Poland and the UAE. Our marketplace revolutionizes how B2B fresh produce business is being done in the Middle East. We connect farmers with customers globally to ensure farmers enjoy fair trade in contrast to selling their fresh produce through a long supply chain that famers don’t benefit from.”
“Our goals in 2023 is to expand our global reach into Poland, Germany, UK, Netherlands, China and Russia. We are also working on optimizing digital features on our platform that will give access to a number of value added services,” Abdel Rahman concludes.
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Mohamed Abdel Rahman