Morocco: Youssef Benkirane connects farmers and food retailers

By : Melchior Koba

Date : jeudi, 16 février 2023 13:22

He is a talented and determined innovator who is applying his engineering and scientific expertise to solving the agricultural challenges faced by farmers in developing countries.

Youssef Benkirane (photo) is a Moroccan entrepreneur who graduated from the Swiss Federal Institute of Technology in Lausanne with a master's degree in engineering, management, and entrepreneurship. He also holds a master's degree in general science and strategic management from CentraleSupélec. In 2022, he co-founded the agritech startup Terraa, which he oversees as the CEO.

The startup leverages innovative technologies to source fresh produce from farmers and deliver it to retailers within hours, connecting farmers with retailers, restaurants, and service providers. Its technology platform enables farmers to earn higher incomes and ensures consistent demand for their products while providing retailers with high-quality goods at competitive prices.

It also reduces food waste and decreases greenhouse gas emissions, freshwater use, and land use, contributing to a more environmentally friendly food supply chain.

In a round led by FoodLabs, a European venture capitalist and food, sustainability, and health research studio, Terraa raised US$1.5 million in pre-seed funding on February 14, 2023. Other investors in the round included UM6P Ventures, Outlierz Ventures, Musha Ventures, and DFS Lab.

"In the next few months, we will build some collection centers in all the major agricultural cities of Morocco. We will use them to store the produce collected from the farmers for distribution to the end customers," Youssef Benkirane told TechCrunch after the funding round.

Since 2021, the tech entrepreneur is an advisor for the decentralized autonomous organization MakerDAO. His professional career started in 2014 when he joined Rolex as an industrial engineer. Concurrently, he was a software engineer for luxury goods retailer Richemont.

In 2015, he was hired by the food and beverage company Try The World as a growth and data manager. Two years later, he joined Argon & Co, a Paris-based management consulting firm, as a senior consultant. In January 2019, he was named a senior partner at the consulting firm Bain & Company, and in December of the same year, he became a consultant at the firm. From 2021 to the creation of Terraa, he was the general manager of Zapp, a grocery retail company.

Melchior Koba


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