YoLa Fresh
B2B platform connecting Moroccan smallholder farmers directly with retailers to sell fresh produce.
YoLa Fresh operates a business-to-business platform in Morocco that connects smallholder farmers directly with small grocers, greengrocers, and food-service businesses, removing the layers of middlemen typical of traditional produce supply chains. Retailers order fresh fruit and vegetables through the platform, while the company tracks produce from farm to retailer for transparency and reduced waste. Launched in early 2023 by co-CEOs Youssef Mamou (formerly of Careem and the 212 Founders incubator) and Larbi Alaoui Belrhiti (founder of classifieds site Avito and former CEO of Jumia Morocco), YoLa Fresh moves more than 1,200 tons of produce a month and reports an 85% retailer retention rate. In May 2024 it raised a $7 million pre-Series A round led by Al Mada Ventures, with participation from Algebra Ventures, E3 Capital, Janngo Capital, and FMO, to expand operations.