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Egypt's FreshSource Becomes Otlob's First Nationwide Supplier for Fresh Fruits and Vegetables

The startup has been supplying some of Egypt’s biggest businesses and now will provide its produce to consumers straight to their door.

FreshSource, the region’s first B-to-B online platform for fresh fruit and vegetables has become Otlob’s first fresh produce supplier. "We weren't acquired, we just partnered with them for the B-to-C arm," Farah Emara tells Startup Scene. 

“We are excited that through this partnership, we will be able to deliver our ethically sourced produce conveniently to people’s homes at affordable prices and empower more farmers along our journey,” adds Omar Emara, FreshSource's COO and co-founder.

Launched in January 2019 by the sibling duo, FreshSource works directly with small farmers who lack access to the market to grow high quality produce and reach consumers directly. The company aims to streamline the value chain, removing middlemen and increasing the incomes to underserved communities who actually grow our food. 

FreshSource aims to tackle Egypt’s food loss which can reach an average of 50% due to poor storage and transportation. FreshSource harnesses the power of data and technology to streamline the agriculture value chain and optimize the supply of goods while reducing food loss and strengthening the country's food security. The startup has been supplying some of Egypt’s biggest businesses and now will provide its produce to consumers straight to their door, through its on ground partner Otlob, a Delivery Hero company. 

”We are happy that we are able to provide our customers with more options for healthy eating and we believe that FreshSource will be a great partner to provide high quality fresh fruits and vegetables,” says Ramy El Kerdany, Otlob Head of Acquisition.




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