Mubasher: Emirates International Investment Company (EIIC), the strategic investment arm of National Holding, has signed a partnership agreement with Mahaseel Masr to accelerate the deployment of its agri e-commerce platform and enhance its product offering and supply chain operations.

The agreement will enable the first regional B2B fresh produce digital platform 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, according to a press release. 

“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.

From his end, Mohamed Abdel Rahman, Mahaseel CEO added: “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.” 

Founded in 2020, the startup offers a B2B marketplace for fresh produce, connecting farmers and growers to local and global buyers, in contrast to traditional fruit and vegetable sourcing, which adds up to 15% of Egypt’s GDP.