Two Bangladeshi Graduates and Malaysian Alumnus Launch AI Agritech Startup 'Fresh Move' in Malaysia

Two Bangladeshi graduates and a Malaysian alumnus of the University of Malaya have launched an artificial intelligence (AI)-powered agritech startup named Fresh Move in Malaysia. The initiative aims to connect farmers directly with grocery retailers, hotels, and restaurants while curbing food waste and reinforcing national food security.

The startup was co-founded by Md Farhad Hossain (Chief Executive Officer), Md Shahin Alam (Chief Technology Officer), and Nor Shafiqah Binti Roslan (Chief Financial Officer) all three being alumni of the University of Malaya.

Fresh Move utilizes AI technology to match agricultural supply with real-time market demand, enhancing market access for farmers while streamlining logistics and eliminating supply chain inefficiencies.

The concept originated during a university field trip to Cameron Highlands, a major vegetable-producing hub in Malaysia. CEO Md Farhad Hossain observed that local farmers produced high-quality fruits and vegetables that frequently went unsold due to inadequate market access, poor packaging, and unreliable transport.

"Farmers were producing remarkable-quality crops, but many struggled to reach buyers efficiently," Farhad noted. "The challenge was not Malaysia's ability to grow food it was the missing bridge between farms and the market. That is the gap Fresh Move was created to address."

To explore the region's agricultural potential further, Farhad invited an experienced Bangladeshi farmer to conduct cultivation trials on a plot in Puchong, Selangor. They experimented with crops not commonly grown in Malaysia. The trial proved successful, with every crop growing effectively and some even outperforming comparable imported produce available in Malaysian markets.

Recognizing that increased production alone could not resolve systemic challenges, the founders pivoted to fixing supply chain bottlenecks. Fresh Move integrates AI-driven demand forecasting, a digital marketplace, and end-to-end logistics services to connect producers with commercial buyers nationwide.

The platform analyzes real-time demand data to minimize supply-demand mismatches. Furthermore, Fresh Move manages its own logistics network utilizing smart routing to prevent transportation delays and reduce crop spoilage.

Fresh Move provides technical training and support to local farmers to help them upgrade cultivation techniques, packaging standards, and compliance with commercial buyers' standard operating procedures.

Additionally, the startup introduced a contract farming initiative. Under this model, Fresh Move supplies land and technical guidance while farmers focus strictly on cultivation. Fresh Move handles logistics, marketing, distribution, and sales ensuring stable income for growers and a steady supply of fresh produce for commercial clients.

Fresh Move's long-term goal extends beyond distribution. The company aims to boost Malaysia's domestic food production, lower reliance on agricultural imports, and strengthen food security through technology-driven management.

As operations scale across Malaysia, the startup plans to expand its network of farmers, commercial buyers, and logistics partners to build a sustainable, tech-enabled agricultural ecosystem.