Moroccan agritech startup YoLa Fresh has announced a significant partnership with Freterium, a local logistics technology firm, to enhance the transportation operations of its fresh produce supply chain. Founded in 2022, YoLa Fresh focuses on connecting smallholder farmers directly with traditional fruit and vegetable retailers across Africa, bypassing intermediaries to improve profits for farmers and reduce costs for retailers. This collaboration marks an important step toward optimizing the delivery process and ensuring fresh produce reaches stores efficiently and reliably.
YoLa Fresh’s Mission to Transform Fresh Produce Supply
YoLa Fresh’s core objective is to reshape the fresh produce market by leveraging technology and data, enabling faster, more transparent connections between farmers and retailers. The startup’s innovative approach helps eliminate inefficiencies and reduces waste by shortening the time from farm to store to less than 24 hours. As YoLa Fresh expands across urban and rural regions, maintaining a seamless and cost-effective transport system becomes crucial to fulfilling their promise of fresh, high-quality produce.
Freterium’s Role as a Technology Enabler
Freterium, founded in late 2018, is a Moroccan SaaS startup specializing in transportation management and supply chain software solutions. The company’s Transport Operating Platform replaces outdated manual logistics methods such as emails, spreadsheets, and phone calls with a fully integrated digital ecosystem. This platform connects fleets, drivers, suppliers, and clients in real-time, allowing businesses like YoLa Fresh to automate and streamline their transport planning, execution, and monitoring.
Benefits of the Partnership for YoLa Fresh
By integrating Freterium’s Transport Management System (TMS), YoLa Fresh will gain enhanced visibility and control over its logistics operations, helping the company manage deliveries more efficiently as it scales. Real-time tracking and data insights will allow for quicker decision-making and reduce delays, supporting YoLa Fresh’s commitment to quality and reliability in fresh produce sourcing. This partnership enables YoLa Fresh to focus on growth while ensuring operational excellence in their transport network.
Statements from Leadership Highlight the Importance of Collaboration
Mehdi Cherif Alami, CEO and Co-Founder of Freterium, expressed enthusiasm about supporting YoLa Fresh’s mission, emphasizing the value of working together to innovate the transport side of the fresh produce supply chain. Larbi Alaoui Belrhiti, Founder and co-CEO of YoLa Fresh, echoed this sentiment, noting that the TMS is a powerful tool developed by fellow Moroccan entrepreneurs that will accelerate the company’s expansion and logistical capabilities. Both leaders highlighted their pride in two local startups joining forces to strengthen Morocco’s agritech and logistics sectors.
Local Innovation Driving Regional Growth
This partnership not only advances the operational goals of both companies but also showcases Morocco’s growing ecosystem of tech startups dedicated to solving real-world challenges. By fostering collaboration between agritech and logistics innovators, YoLa Fresh and Freterium are helping to build a more sustainable and efficient fresh produce supply chain in Africa. Their joint efforts reflect a broader trend toward digital transformation in traditional industries, with technology serving as a catalyst for economic and social impact.
The alliance between YoLa Fresh and Freterium represents a pivotal moment for the fresh produce supply chain in Morocco and beyond, combining agricultural know-how with cutting-edge logistics technology. As YoLa Fresh continues to scale, the integration of Freterium’s platform will be vital in ensuring fresh, quality produce reaches consumers swiftly and cost-effectively. This collaboration stands as a testament to the potential of local startups driving innovation and delivering meaningful improvements to Africa’s food supply ecosystem.