Egyptian B2B fresh produce platform Mahaseel Masr raises funding to scale

The startup has raised an undisclosed amount of funding from Emirates International Investment Company (EIIC), 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 to 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”.

“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.