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Emirates International Investment Company (EIIC), the strategic investment arm of National Holding, has signed a partnership agreement with Mahaseel Masr, one of the first regional B2B fresh produce digital platforms, to accelerate the deployment of the Mahaseel Masr Agri e-commerce platform.
The agreement will enable Mahaseel Masr to retain the necessary mid-term investment capacity to capitalize on its expertise and experience in Egypt to expand its leadership across the entire ecosystem governed by international standards, of farm profiling and coding, traceability, secure payments, logistical operations, and transparent communication between farmers and customers.
Mahaseel Masr seeks to revolutionize the regional agriculture scene and provide means for fresh produce trade with a click of a button, allowing for a shorter cost-effective supply chain. Through its online platform, www.mahaseel.net, Mahaseel Masr efficiently connects farmers with local and global fresh produce buyers in contrast to traditional fruit and vegetable sourcing. The platform also leverages geospatial farm profiling technology (GPS) that optimizes the traceability of farms registered.