At the heart of an African foodtech market that is still in its infancy, Terraa is emerging as an innovative solution to the urgent need to create a food supply ecosystem that is both efficient and sustainable. Led by visionary Moroccan entrepreneur Youssef Benkirane, the start-up is dedicated to optimising farmers' access to markets and improving their profitability. It also offers retailers the opportunity to acquire quality fresh produce at competitive prices, making Terraa a key player in Africa's foodtech industry.
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Innovative technologies to meet agricultural challenges
In 2022, Youssef Benkiranea graduate of the École Polytechnique Fédérale de Lausanne with a Master's degree in engineering and entrepreneurship, and Centrale Supélec with a Master's degree in science and strategic management, co-founded Terraa. The company operates a robust B2B platform and sophisticated logistics infrastructure, to buy fresh produce from farmers and deliver it as quickly as possible to retailers, hotels and restaurants.
Terraa aims to transform the food supply system into a more sustainable and equitable model, benefiting all players in the chain. By eliminating intermediaries, the platform aims to remove operational and technological inefficiencies in the Moroccan supply chain, enabling farmers to maximise their profits and retailers to acquire quality products at competitive prices.
Despite the global economic slowdown, Terraa ensures higher margins for farmers, while remaining competitive with market alternatives.
Challenges and solutions that validate the Terraa model
Terra faces a number of challenges, not least that of centralising supply, given that farmers are scattered over many sites. The complex operation lies in setting up a system for acquiring products directly from farmers, aggregating them and then delivering them to end consumers. The start-up is therefore working with an external structure to overcome this challenge. In addition, it has to manage last-mile deliveries, a generally complex process in the African ecosystem. To meet these challenges, the foodtech company relies on networks established by e-commerce suppliers.
Terraa's innovative approach has captivated investors aligned with its vision of harnessing technology to accelerate and improve transactions. In early 2023, despite an economic climate marked by a slowdown in venture capital investment, Terraa successfully raised $1.5 million in a pre-seed round from a range of investors, demonstrating the strength and potential of its proposition. This funding has enabled the company to expand its team, improve its technological infrastructure and expand into Morocco's main cities.
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A bright future
Terraa's plans for the future include structuring supply around a diverse community of farmers, developing clear commercial specifications and reaching target customers effectively. The team is constantly challenged to acquire the skills needed for a large-scale operation.
The start-up is also working to extend its activities to several Moroccan cities, which will mark the beginning of a new era for the company.
a significant step in its development.
As a catalyst for transformation in the fruit and vegetable supply chain, Terraa uses its logistics network and cutting-edge technology to tackle logistical inefficiencies, the proliferation of intermediaries, and gaps in quality control and hygiene. Its innovative and transparent solution paves the way for a fairer, more efficient and sustainable food supply for all stakeholders, from farm to table, in Morocco.
