In an era marked by technological innovation, every aspect of industry is being transformed, and the food supply chain is no exception.
Yola Fresh, a pioneering startup in Morocco, is at the forefront of this revolution. By integrating cutting-edge artificial intelligence (AI), the company is reshaping agricultural supply chains.
The European Bank for Reconstruction and Development (EBRD), through its Star Venture programme, is providing the necessary advisory support with the help of the EBRD Small Business Impact Fund (funded by Ireland, Italy, Japan, Korea, Luxembourg, Norway, Sweden, Switzerland, the TaiwanBusiness-EBRD Technical Cooperation Fund and the United States of America).
The traditional supply-chain challenge and the AI-powered solution
Traditional food supply chains often suffer from inefficiencies and a lack of transparency. Smallholder farmers struggle to access markets, while retailers face uncertainties regarding produce quality and availability. This disconnected system leads to significant food wastage and financial insecurity for the stakeholders involved.
Yola Fresh is working to bridge this gap by connecting smallholder farmers directly with traditional retailers through an advanced digital platform. By leveraging AI, Yola Fresh offers farmers valuable insights into crop demand and optimal harvesting times, empowering them to plan and manage their production more effectively.
At the retail end of the chain, a streamlined ordering process and reliable delivery schedules ensure that retailers receive fresh produce promptly and efficiently, saving them time and money. The digital platform also means that transactions are transparent, providing retailers with instructive data that give them access to financial services to support their businesses.
Enhancing food security and sustainability
Yola Fresh’s approach not only improves efficiency within the supply chain but also enhances food security and sustainability. "Our platform provides farmers with reliable market access, ensuring their livelihoods while contributing to long-term food security," explains Yola Fresh CEO Youssef Mamou.
By empowering farmers with the right knowledge and resources, Yola Fresh helps to ensure a stable and consistent food supply, reducing reliance on numerous middlemen and mitigating the risk of crop spoilage. This also encourages the farmers not to abandon their land owing to a lack of profitable markets, thus guaranteeing their financial stability and reducing their urge to sell up and move to the city.
Furthermore, Yola Fresh’s emphasis on data-driven decision-making enables better resource allocation and reduces waste. Through AI-powered forecasting and inventory management, Yola Fresh has slashed the typical share of supply-chain food wastage from 40 per cent to just 6 per cent.
A vision for the future
This Casablanca-based startup is a true success story. Despite having only started operations in 2023, it continues to grow exponentially, which is no surprise given the vision of the company’s experienced co-founders, Youssef Mamou and Larbi Alaoui Belrhiti. In less than a year, Yola Fresh has succeeded in securing US$ 7 million in pre-Series A funding – an important early investment stage that enables the start-up to further develop its product and gain market traction. This investment will boost Yola Fresh's growth by enabling it to expand its team, enhance its technology and extend its reach across Morocco.
"As we look ahead,” says Youssef, “our goal is to forge a future where the synergy between AI and agriculture not only enhances efficiency but also fosters sustainability, resilience and prosperity across the entire supply chain".
The company exemplifies the transformative potential of technology when combined with a commitment to social impact. With the EBRD’s support and AI-driven innovations, Yola Fresh is not just revolutionising food supply chains but also paving the way for a more sustainable and inclusive future.