Two Bangladeshi graduates and a Malaysian counterpart have launched "Fresh Move" an AI-powered agricultural supply chain platform designed to transform Malaysia's food distribution network.
The initiative was spearheaded by founder and CEO Md. Farhad Hossain, a University of Malaya alumnus. During a field trip to Malaysia's Cameron Highlands, he observed that despite highly favorable soil and climate conditions, local farmers struggled to sell high-quality produce due to poor market access, subpar packaging and unreliable logistics.
To test Malaysia's untapped agricultural potential, Farhad brought in an experienced Bangladeshi farmer for a trial project in Puchong, Selangor. The successful cultivation of non-native crops proved that Malaysia could significantly boost its domestic food production. However, the trial highlighted that the primary obstacle was a broken supply chain between farms and commercial buyers.
To bridge this gap Farhad partnered with fellow Bangladeshi and Chief Technology Officer Md. Shaheen Alam with Malaysian Chief Financial Officer Nur Shafiqah Binti Roslan to create Fresh Move. The business-to-business (B2B) platform utilizes artificial intelligence for real-time supply and demand matching, directly connecting local farmers and trusted importers with grocery stores, hotels and restaurants.
"The problem has never been just Malaysia's productivity it has been the lack of connectivity" Farhad explained.
Beyond its digital platform, Fresh Move operates a proprietary logistics network. By utilizing smart routing and demand forecasting also the system ensures produce is delivered rapidly, bypassing traditional middlemen and drastically reducing post-harvest spoilage.
The startup also focuses on grassroots empowerment through a contract farming program. Fresh Move provides local farmers with land and training on proper packaging and standard operating procedures. This allows farmers to focus entirely on cultivation while the company handles marketing, logistics and sales.
Ultimately Bangladeshi-led startup aims to boost local farmers' incomes and help Malaysia reduce its reliance on food imports by fostering a resilient and self-sufficient agricultural ecosystem.
