YoLa Fresh began in Casablanca in 2023 with a clear and ambitious proposition: if Morocco’s vast network of smallholder farmers could connect directly with the retailers and food-service buyers who need their produce, then the country could unlock a fresher, fairer, and more efficient food system. Today, the company operates a data-driven farm-to-retail platform and a fast, integrated supply chain that bypasses middlemen, improves margins for farmers, and ensures retailers receive fresh products at competitive prices. Using AI-powered forecasting, RFID-enabled crates, and precise inventory management, YoLa Fresh is reshaping how agricultural products move from fields to market shelves.
From Concept to Rapid Scaling
Founded by serial entrepreneurs Larbi Alaoui Belghiti and Youssef Mamou, YoLa Fresh emerged from decades of combined experience in e-commerce, logistics, mobility, and FMCG distribution. Belghiti, known for founding Avito.ma and leading Jumia’s logistics, e-commerce, and fintech arms in Morocco, brought deep operational expertise and a track record in scaling tech ventures. Mamou, a former CEO of Careem North Africa and managing partner at venture fund 212 Founders, contributed strategic vision and regional scaling experience. Together, they set out to dismantle inefficiencies in the fresh produce supply chain, starting with Morocco’s fragmented agricultural markets. By 2024, YoLa Fresh was already servicing over a thousand retailers, moving 1,200 tonnes of produce monthly, and achieving nearly $1 million in monthly GMV—while maintaining a positive contribution margin trajectory.
AI and Logistics Power the Value Chain
Central to YoLa Fresh’s value proposition is its technology stack. The platform uses AI to forecast retailer demand, enabling farmers to harvest to order, minimizing waste, and improving shelf life. Inventory is managed with rigorous quality grading and tracked via RFID-enabled crates, while a 12-hour sourcing and next-morning delivery model ensures retailers receive goods between 7–9 a.m. daily. The company’s integrated cash-collection infrastructure supports smooth financial flows in traditionally cash-heavy markets, making it easier for smallholder farmers to get paid quickly and securely.
Investor Confidence Fuels Growth
YoLa Fresh’s scaling ambitions have been backed by approximately $9 million in disclosed funding over two rounds. In March 2023, the company raised $2 million in pre-seed funding, followed by a $7 million pre-Series A round in May 2024 led by Al Mada Ventures, with participation from Algebra Ventures, E3 Capital, Janngo Capital, and the FMO – Dutch entrepreneurial development bank. This capital is earmarked for expanding market reach, enhancing the tech platform, and preparing for entry into new geographies in the coming years.
Recognition and the Road Ahead
In 2025, YoLa Fresh formed a strategic partnership with logistics SaaS provider Freterium to modernize fresh produce transport in Morocco. The collaboration integrates Freterium’s transport management system into YoLa Fresh’s farm-to-retail supply chain, giving the agritech company real-time visibility, improved efficiency, and better delivery control.
From its launch in Casablanca to its rising profile in global agritech circles, YoLa Fresh’s blend of mission-driven purpose and tech-enabled execution positions it as a model for how Africa’s agricultural sector can leapfrog legacy inefficiencies. With strong investor backing, a proven leadership team, and a scalable platform, the company is well-placed to drive transformation in fresh produce supply chains across the continent and beyond.