Haseel

Haseel (حصيل) is a Saudi e-commerce company that sells fresh fruits and vegetables through a mobile-only app, connecting farmers directly with individual (B2C) and business (B2B) customers to cut out traditional supply-chain intermediaries. Founded in Riyadh in 2018 by Sultan Al Haddab and Ahmed Al-Himsh, the company built its own fleet of refrigerated vehicles to preserve produce quality and has progressively shortened delivery times from next-day to roughly a two-hour window in most of the more than 16 Saudi cities it serves. The app is available on iOS and Android. Haseel has raised institutional funding, reported at roughly $6.6 million across multiple rounds from several investors, to expand its cold-chain logistics and city coverage.