In a country where the average food loss for producers is 45%, Farah is helping not only lower food loss but also grow farmers’ income. She is doing this through FreshSource Global, a startup streamlining Egypt’s fresh food value chain through the use of data and technology.

Founded in 2018, FreshSource Global is changing how fresh goods are sourced, moved and sold. The startup works directly with small farmers who lack access to the market and helps them grow and sell high-quality products, eliminating the need for intermediaries.

The farmers’ produce is then sent to the FreshSource warehouse, where it’s stored, packaged and shipped to restaurants, hotels, factories and hospitals according to demand, vastly reducing food loss and waste. Farah’s innovative work has made her a leading player in Egypt’s food distribution ecosystem while creating a more sustainable ecosystem and transforming the lives of producers, businesses and consumers.