The strategic investment arm of National Holding, Emirates International Investment Company (EIIC), has signed a partnership agreement with Mahaseel Masr, one of the first regional B2B digital platforms for fresh produce, to speed up the deployment of the Mahaseel Masr Agri e-commerce platform.
The agreement will let Mahaseel Masr keep the necessary mid-term investment capacity to use its expertise and experience in Egypt to expand its leadership across the entire ecosystem governed by international standards, including farm profiling and coding, traceability, secure payments, logistical operations, and clear communication between farmers and customers.
Mahaseel Masr aims to transform the regional agriculture landscape by enabling fresh produce commerce with the touch of a button, resulting in a shorter and more cost-effective supply chain. In contrast to traditional fruit and vegetable procurement, Mahaseel Masr effectively connects farmers with local and global fresh produce customers via its web platform, www.mahaseel.net. The software also uses geospatial farm profiling technology (GPS), which improves the traceability of registered farms.