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Morocco has witnessed the inception of Yola Fresh, a platform dedicated to refining the linkage between smallholder farmers and retailers by eliminating intermediaries, thereby ensuring the efficient delivery of fresh produce at equitable prices. The company recently announced a $7 million pre-Series A funding round led by Al Mada Ventures, with contributions from Algebra Ventures, E3 Capital, Janngo Capital, and the Dutch entrepreneurial development bank FMO. This financial injection is earmarked for expanding Yola Fresh’s logistics network and enhancing its technological infrastructure.
The initiative by Yola Fresh addresses the critical challenge of post-harvest losses, which are notably high in Morocco, ranging between 25% to 40%. Such losses significantly impact smallholder farmers, who constitute about 60% of the farming community in a country where agriculture plays a vital role in the economy. The founders, Youssef Mamou and Larbi Alaoui Belrhiti, leveraging their extensive experience in the tech and logistics sectors, aim to mitigate these losses by providing a direct channel between farmers and retailers, thus fostering a more sustainable and efficient agricultural ecosystem in Morocco.
By focusing on direct sourcing from farmers and delivering to retail outlets and food service companies, primarily in Casablanca, Yola Fresh endeavors to streamline the fresh produce supply chain. This approach not only diminishes the reliance on middlemen but also ensures that farmers receive fair compensation for their produce, while retailers benefit from a consistent supply of fresh goods. The overarching goal of Yola Fresh is to leverage technology to facilitate access to markets for smallholder farmers, thereby enhancing their livelihoods and contributing to the overall health of Morocco’s agricultural sector.
Source: agfundernews.com