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Farah Emara
(Co- Founder & CEO of FreshSource)
FreshSource is revolutionizing the agricultural landscape in the MENA region, positively impacting producers, businesses, and consumers through its groundbreaking technology-driven supply platform. Recognizing the vulnerabilities of global supply chains highlighted by recent geopolitical events, Farah and Omar Emara, the visionary siblings behind FreshSource, set out on a mission to bolster Egypt's food security and modernize its distribution practices.
Drawing from their family's deep-rooted connection to the agricultural supply chain, the Emara siblings understood the pressing need for technological advancements to address issues such as high food loss rates and the exploitation of farmers. They embarked on a journey of exploration, piloting various distribution models from around the world to identify the most effective approach for Egypt.
A pivotal moment arrived when they witnessed the tech-savviness of farmers, purchasing managers, and vendors who readily embraced change and welcomed innovative solutions. This inspired Farah and Omar to create an app and website, forming the backbone of FreshSource's technology-based solution.
The FreshSource model seamlessly integrates technology with supply chain logistics and execution. Working closely with partner farmers across approximately 5,000 farms, FreshSource takes charge of the entire process, ensuring proper handling through packaging, storage, and grading within their own warehouses. By leveraging data collected from farmers on their platform, FreshSource streamlines the farm-to-wholesale process, drastically reducing transportation times and minimizing spoilage. As a result, end customers benefit from lower prices, making fresh produce more accessible.
The impact of FreshSource extends beyond economics. Farmers utilizing the platform have witnessed an average income rise of 15%, empowering them and combating the exploitative practices prevalent in traditional trading. Most significantly, FreshSource has reduced food loss to less than five percent, significantly improving environmental sustainability and food security. Preserving valuable resources and making nutrition more affordable for consumers, FreshSource is transforming lives and enhancing the planet.
Farah and Omar envision FreshSource as the leading fresh tech distributor in the MENA region. They aim to facilitate the movement of diverse fresh goods across borders, build sustainable fresh food systems, uplift producers, and drive positive change.
FreshSource's journey signifies the critical importance of building resilient supply chains and embracing self-sufficiency to strengthen economies and ensure future generations' nutritional well-being. Through their unwavering determination, passion, and ability to transform setbacks into comebacks, Farah and Omar are pioneering a truly successful enterprise.
Since its inception in 2019, FreshSource has rapidly grown its network, connecting thousands of producers with hundreds of businesses, including restaurants, hotels, online retailers, and traditional stores, across 11 Egyptian cities. With approximately 30% of Egyptian crops lost due to poor post-harvesting practices and a lack of transparency in the supply chain, FreshSource's holistic approach—managing transportation, storage, and packing in cutting-edge facilities—offers better pricing and reduces income loss for producers.
FreshSource's vision encompasses leveraging technology to revolutionize the sourcing, movement, and sale of fresh goods, reshaping the agri-supply chain across the MENA region.
Through the power of data, technology, and innovation, FreshSource is creating sustainable fresh food systems that transcend borders, elevate the lives of producers, empower businesses, and drive positive change for consumers.
(Information from Cartier Women’s Initiative, Enterprise News, FreshSource Global, Quartz )
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