Haseel, a fresh produce ecommerce startup based in Saudi Arabia, has raised $6.6 million in a Series A funding round led by Vision Ventures with Arzan Ventures, Riyad Taqnia Fund, Sky Horizon, Aid for Investments, and notable angel investors participation.
In 2018, Sultan Al Haddab launched Haseel in Riyadh. Fresh produce is delivered to your home or restaurant every day within two hours with their platform. Haseel’s user-friendly mobile app, which is accessible on iOS and Android, makes shopping for fresh produce simple for families. It connects farmers with customers and businesses, ensuring that farmers receive the best value for their produce.
At the same time, the fresh produce online marketplace ensures that customers receive the best fresh product available. Haseel assists local farmers in efficiently selling their produce. It also provides businesses with an easy-to-use application that enables them to order their daily and weekly necessities and have them delivered right to their door.
Haseel’s founder, Sultan, discovered a clear problem in the fresh produce market: the existence of multiple layers of distributors that add additional margins to the finished product, making it more expensive and denying farmers valuable revenue. Haseel originally focused on consumers, acquiring a significant portion of the market, then provided next-day delivery.
It began offering 2-hour delivery to most Saudi cities last year. Haseel recently launched a B2B section to provide quality fresh produce to hotels, restaurants, and cafes (HoReCa) using an easy-to-use application and management platform.
Sultan Al Haddab, Founder and CEO at Haseel, stated: “We are very proud of the trust by our clients and partners. Haseel is just touching the surface of one of the largest retail sectors in Saudi Arabia. We are determined to become the leaders in this market and our growth and market acceptance rates reflect that.”
The funds will be used to invest in technology, strengthen the company’s position in current markets, and create more jobs. Aside from its technology, sourcing, and logistics, the company is developing AI to help farmers decide which products to plant in their farms during different times as market demand and supply vary.
Haseel already has branches operates and serves people in over 16 Saudi cities. They have more than 110 employees and operates 35 chilled cars to provide the greatest possible transportation and food quality. Haseel has served over 400 thousand customers and sold over 10 million kg of produce. In just one year, it surged over 600% in B2B.
“We’re excited to continue to support Haseel in its mission to provide the local market with the highest quality fresh produce. The demand continues to grow, and businesses and consumers alike need a trusted supplier they can depend on. Haseel links farmers with consumers and businesses and helps secure a critical aspect of our food security.” said Kais Al-Essa, Founding Partner and CEO of Vision Ventures.