Royal Gardens for Trading Agri Products (Fakahany)
We educate farmers & buy their products. We employ young men and women from rural areas. We avail fresh supplies to consumers via FAKAHANY.
I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.
Royal Gardens (Fakahany)
Growth (the pilot has already launched and is starting to expand)
Annual budget in 2017 (USD)
Number of beneficiaries impacted so far
Headquarters location: Country
Headquarters location: City
Shaikh Zayed City, Giza, Egypt
Location(s) of impact
Egypt : Shaikkh Zayed, 6th of October, Hadayek Alahram, Tagamoa, , Awseem, Fayoum
Expansion includes most of the cities of Egypt.
Problem: What problem is this initiative trying to address?
In Egypt, unemployment is fierce challenge specially, for youth with limited education. Meanwhile, families in Egypt suffers from the quality of fresh produces they get from the market. They suffer either from freshness, taste, price, and shopping convenience. Being in the business of exporting fruits and vegetables, we resolve this by applying the best practices of growing since sowing the land. We grow ourselves, yet our production captaincy is not sufficient to cover neither our export nor our domestic demand.
Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?
Fakahany is an ecommerce platform to deliver High quality fruits and vegetables to consumers in Egypt ( and beyond the border) in order to do this :-
- We inspire farmers with best growing practices to have the best fruits' and vegetables' breeds. we help them all the way from sowing the land till harvesting with know how.
- We employ women and men with limited or no education to work on inspecting products , preparing orders, and delivering them to consumers.
- We avail the mobile app/website/ call center convenience to consumers.
- We do delivery via local hubs( warehouse) in the cities we serve in. These warehouses are equiped with refrigerators to keep our products fresh and tasty.
- We sell at reasonable cost via having fresh supplies coming from Farm directly to consumer.
- Via E-commerce we save some overheads in rents, electricity, and manpower needed for regular elite stores.
Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work
Recently We have acquired 1500 families ( customers) getting their supply of fresh fruits and vegetables through fakahany. Those families placed 5300 orders since July 2017. We employed 50 employees so far 50% of them are females.
We opened 3 delivery hubs ( not fully loaded yet) in Cairo and Giza from which we serve out recent customers. We developed a well-established ecommerce platform that is user friendly and scalable to the max.
Our ambition is to open 47 more hubs throughout the coming 3 years. Which means serving 500,000 families ( at full capacity ) with fresh produce and employing 2500 employees 50% of them are women with limited education.
Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?
We are self-funded so far. We make decent margin out of selling our products. However, by the end of Q1-2017 will need to raise fund to pursue our ambitious plan. By this time we would have a better validation and better company valuation for the company. We received some serious offers for funding so far. However, we thought that time would be better for valuation.
Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?
We change people's life.
We educate farmers how to have better breeds, quality, and best productivity of their products. We delivery high quality reasonable priced fresh supplies to consumer with technology and delivery convenience, We employ women and men from rural areas with diversity of educational background. Some of them are with very limited education and very limited chances in the market.
Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.
Dec. 2016, Ahmed Attia my friend & partner and I were sitting in a Café. Ahmed is a guru of exporting fruits and vegetables from Egypt. We were discussing how difficult it became to find good quality fresh supplies to our daily home consumption. Was very ironic that a guy whose business is involved in farming every day suffers this. He said why we don’t have some shops selling the export quality supplies with reasonable price. That was the trigger, brainstorming extended for hours on how to have 360 degree of impact. To be more effective, measurable and efficient, we though we build Fakahany E-commerce platform, that will source directly from farms. During our export process, we employ people with very limited education. Those people we employ in Fakahany and through e-commerce they are developing their education to communicate with eCommerce platform . That was the Aha moment.
Where did you hear about the Nestlé Creating Shared Value Prize?