Bangladeshi graduates launch AI farm supply-chain platform in Malaysia

Two Bangladeshi graduates and a Malaysian classmate from Universiti Malaya have launched Fresh Move, an artificial intelligence-powered agricultural supply-chain platform in Malaysia.

The platform aims to connect farmers and importers directly with grocery retailers, hotels and restaurants while reducing spoilage, transport delays and unnecessary handling.

Fresh Move was co-founded by Md Farhad Hossain, Chief Executive Officer; Md Shahin Alam, Chief Technology Officer; and Nor Shafiqah Binti Roslan, Chief Financial Officer.

Photo: Courtesy

Md Farhad Hossain and Md Shahin Alam are Bangladeshi graduates of Universiti Malaya, while Nor Shafiqah Binti Roslan is a Malaysian graduate of the university.

According to the company, the idea emerged during a university field trip to Cameron Highlands, where Md Farhad Hossain observed high-quality fruit and vegetables going unsold due to limited market access, inadequate packaging, and unreliable transportation.

He later brought an experienced Bangladeshi farmer to conduct trials of crops not commonly grown in Malaysia on land in Puchong, Selangor. Fresh Move said the trials were successful, with some crops performing better than imported alternatives available in the market.

The experience prompted the founders to focus on improving the supply chain connecting farms with commercial buyers.

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"We saw farmers growing produce of remarkable quality who still could not get it to market," Md Farhad Hossain said.

"The problem was never only Malaysia's ability to grow food—it was the missing bridge between farms and buyers. That is what we built."

Fresh Move said its technology uses artificial intelligence to match supply with demand in real time. It connects Malaysian farmers and selected import partners with grocery retailers, hotels and restaurants.

The company also provides farmers with training and support to meet quality, packaging and delivery requirements.

Alongside its digital platform, Fresh Move operates a logistics network to transport produce from farms to buyers. The company said it uses demand forecasting and route planning to reduce spoilage and delivery delays.

Under its contract-farming programme, Fresh Move provides land and trains farmers in standard operating procedures. Farmers manage production, while the company handles market access, logistics and sales.

Fresh Move said its long-term goal was to help Malaysia increase domestic food production, reduce its reliance on imports and create additional income opportunities for local farmers.