Saudi eCommerce platform Haseel raises $6.6M in series A

Saudi-based fresh produce eCommerce startup Haseel has raised $6.6M in a Series A funding round. Vision Ventures led the round. Arzan Ventures, Riyad Taqnia Fund, Sky Horizon, and Aid for Investments have also participated in the fund and are prominent angel investors.

Founded in 2018 by Sultan Al Haddab and Ahmed Al-Himsh, Haseel delivers fresh produce of fruits and vegetables daily or weekly to your home or restaurant within 2 hours.

The startup makes it easy for families to shop for fresh produce through its axiomatical mobile app available on iOS and Android.

Haseel links farmers with consumers and businesses, guaranteeing the best value for their produce. At the same time, it ensures consumers the highest quality fresh produce in the market. Haseel works with local farmers to help them sell their products efficiently.

Additionally, Haseel also provides businesses with an easy-to-use app to easily order their daily and weekly needs and deliver them to their businesses’ doorstep.

The founder of Haseel, Sultan, realized an obvious problem in the fresh produce market, the existence of several layers of distributors that make the end product expensive and losing farmers valuable revenues that they deserve.

Therefore, Haseel focused initially on consumers capturing a large market segment. It started by offering next-day delivery. Last year, it started offering 2 hours delivery to most cities in Saudi Arabia.

Recently, the startup opened its B2B segment to serve hotels, restaurants, and cafes (HoReCa) businesses with their needs for quality fresh produce through an easy-to-use application and management platform.

Haseel aims to exploit the collected fund to further invest in technology and talent and boost the startup’s position in the market.

Sultan Al Haddab, Founder and CEO at Haseel, said, “We are very proud of the trust of 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.”

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