Revolutionizing the Fresh Produce Supply Chain in Africa and Emerging Markets: The Story of YoLa Fresh

Introduction

The fresh produce supply chain in Africa and emerging markets faces numerous challenges, including environmental issues, labor problems, logistical hurdles, food waste, and poor demand-supply synchronization. These challenges impact stakeholders differently, with farmers struggling with sales and retailers facing difficulties in negotiation.

A New Approach

Agtech startups like YoLa Fresh are tackling these challenges by taking control of the fresh produce supply chain, connecting retailers directly with farmers and bypassing intermediaries. Founded in 2023 in Morocco, YoLa Fresh has quickly gained momentum and traction in the market.

Founders' Background

Co-founders Youssef Mamou and Larbi Alaoui Belrhiti bring a wealth of experience to the table, with backgrounds in successful tech ventures in Morocco. Youssef comes from an agricultural family, providing him with a deep understanding of the sector. Larbi's previous ventures include founding and selling Avito and serving as CEO of Jumia Morocco.

Market Insights

Morocco's agricultural sector is robust, contributing significantly to the country's GDP. With a deep-rooted local consumption base, there is a substantial market for fresh produce within the traditional trade sector. The supply chain in Morocco, like in other African countries, is fragmented, with numerous intermediaries that YoLa Fresh aims to eliminate.

Solving Supply Chain Issues

YoLa Fresh connects farmers with retailers and food service companies, tracking produce from farm to retail to streamline the supply chain. By reducing intermediaries, YoLa Fresh helps retailers pay less for produce while ensuring farmers receive higher profits quickly. This approach minimizes waste and synchronizes supply and demand effectively.

Key Achievements

• YoLa Fresh works with over 1,000 retailers in Morocco and records up to $1 million in monthly gross merchandise volume.
• The company secured $7 million in pre-Series A funding, a significant investment in the African startup landscape.

Future Expansion

YoLa Fresh plans to expand into other African markets while focusing on doubling down on successful strategies. The company aims to reach $40-50 million in annualized revenue by 2026 and anticipates expanding outside Morocco in the same year.

Investor Confidence

Al Mada Ventures, Algebra Ventures, E3 Capital, Janngo Capital, and FMO have shown confidence in YoLa Fresh's potential to transform the agricultural sector in Morocco and beyond. The company's unique position in offering value to customers in the evolving digital supply chain landscape sets it apart in the market.

Conclusion

YoLa Fresh's innovative approach to revolutionizing the fresh produce supply chain in Africa and emerging markets showcases the power of technology in addressing longstanding challenges. With a strong foundation, experienced founders, and investor support, YoLa Fresh is poised to lead the digital transformation of the agricultural industry in the region.