FreshOnTable
FreshOnTable is a Dubai-based AgriTech digital marketplace founded in 2019 that connects local UAE farms with HORECA buyers (hotels, restaurants, cafes) and enterprise customers, offering IoT/blockchain traceability, a farm-side ERP Seller Panel, and per-order carbon emissions calculation.
- Company typePrivate
- Founded2019
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What FreshOnTable does
FreshOnTable DWC-LLC is a Dubai-headquartered AgriTech digital marketplace founded in 2019 that connects local UAE farms with HORECA buyers (hotels, restaurants, cafes) and enterprise customers. The platform enables sellers to list produce, manage inventory and pricing, and access market data through what the company describes as the MENA region's first farm-side ERP (the Seller Panel), while buyers procure through a dedicated enterprise portal supported by mobile applications on Android and iOS (FoTSeller). The product portfolio is layered on top of this marketplace: Track & Trace provides QR-code-based, IoT and blockchain-backed immutable provenance from farm to kitchen; a Carbon Emission Calculator, powered by Carboncare under ISO 14083:2023 and EN16258, quantifies CO2 savings at per-order granularity; and Stripe is integrated for payment processing, with FreshOnTable collecting buyer payments and remitting to sellers within 30 days of delivery.
The company monetizes via marketplace commission on transactions flowing through the platform, with sellers setting their own prices and FreshOnTable retaining fees and shipment charges. Its customer base is anchored by enterprise HORECA accounts including Hilton (670 tons sourced in 2023, up from a 350-ton goal in 2022), Atlantis Dubai, Marriott, Jumeirah, Rotana, Accor brands (Pullman Downtown, Conrad Dubai), and cloud kitchen operator Kitopi, alongside a network of local farm suppliers spanning hydroponic, conventional, and specialty producers such as Geap/Oasis Green, Kinoko, Sunrise Farm, HYGROW, Nawa, and VeggiTech. Strategic partnerships with Silal (Abu Dhabi food security entity), Zayed Higher Organization for People of Determination, BAS Global Investments (Saudi Arabia), and the World Sustainable Hospitality Alliance (Europe) frame an expansion thesis beyond the UAE.
FreshOnTable firmographics
Firmographics- Name
- FreshOnTable
- Legal name
- FreshOnTable DWC-LLC
- Website
- https://freshontable.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FreshOnTable is a Dubai-based AgriTech digital marketplace founded in 2019 that connects local UAE farms with HORECA buyers (hotels, restaurants, cafes) and enterprise customers, offering IoT/blockchain traceability, a farm-side ERP Seller Panel, and per-order carbon emissions calculation.
- Ownership category
- akta.pro rank
FreshOnTable industry classification
Industry- Product category
- Agritech Marketplace
- NAICS
- Farm Product Raw Material Merchant Wholesalers (4245), Other Farm Product Raw Material Merchant Wholesalers (424590)
- SIC
- Wholesale-Farm Product Raw Materials (5150)
- akta.pro primary industry
- Sustainable & Responsible Supply Chain (ESG, Scope 3) (BPAHAHAM)
- akta.pro secondary industries
- Sustainability/Ethical Sourcing Claim Verification (RSPO, Rainforest, Fairtrade) (AFALAGAJ), Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD), Supply Chain Sustainability & Responsible Sourcing (SMETA, supplier ESG) (EUAHAJAE), Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)
Keywords
Where FreshOnTable is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
FreshOnTable business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Marketplace Commission: FreshOnTable operates as a digital marketplace connecting local farmers/sellers with HORECA buyers (hotels, restaurants, cafes). The platform facilitates transactions where sellers invoice buyers through the FOT platform and FOT receives payment on behalf of the seller. Sellers can set their own prices, and FreshOnTable deducts fees and shipment charges before releasing payment to seller accounts within 30 days of delivery.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
FreshOnTable product offering
Product offeringCore offering
FreshOnTable operates a digital B2B marketplace that connects local UAE farmers with HORECA buyers (hotels, restaurants, cafes), enabling direct sourcing of fresh, locally-grown produce. The platform provides end-to-end supply chain traceability via IoT and blockchain-based Track & Trace, a Farm ERP Seller Panel for farmers, and a per-order Carbon Emission Calculator. The company aggregates over 30,000 UAE farms and facilitates transactions, payment processing, and logistics for enterprise hospitality buyers pursuing sustainability and ESG goals.
Product overview
FreshOnTable operates as an impact-driven AgriTech platform comprising a digital marketplace (core product) connecting local UAE farmers with enterprise buyers (restaurants, hotels, hospitality companies). The platform portfolio includes the Seller Panel (a Farm ERP module for MENA farmers), Enterprise Portal for buyer procurement, Track & Trace (IoT/blockchain supply chain transparency), and Carbon Emission Calculator (sustainability measurement tool). Mobile apps for iOS and Android enable farmer access. The platform also manages a physical distribution network through Abdul Wahed Bin Sabib cold storage in Dubai.
Differentiator
Problem solved
Functional benefit
Products and services
- FreshOnTable Digital Marketplace Platform A digital B2B marketplace platform connecting local UAE farmers with enterprise HORECA buyers (hotels, restaurants, cafes) to facilitate sourcing of fresh, locally-grown produce with transparency, traceability and sustainability metrics.
- Enterprise Portal A dedicated enterprise portal (enterprise.freshontable.com) for hotel chains, restaurants and large hospitality groups to source local produce with full traceability and sustainability metrics.
- Seller Panel (Farm ERP) MENA region's first Farm ERP platform empowering local farmers with product catalog uploads, pricing control, inventory management, statistical data for projections, agricultural best practices and market trend insights.
- Track & Trace Supply chain transparency feature leveraging IoT sensors and blockchain technology that provides immutable tracking of food from farm to table, including farm details, harvest time/date, temperature records at every transportation stage and shipment information via scannable QR codes.
- Carbon Emission Savings Calculator Tool that calculates CO2 emissions saved by sourcing products locally through FreshOnTable instead of importing, integrated with Carboncare's global emissions calculator based on European Standard EN16258 and ISO 14083:2023 with 3.5 million measurement basis.
- FoT Seller App (Android) Android mobile application (FoTSeller) for farmers and partners to manage seller activities, orders and transactions on the FreshOnTable platform.
- FoT Seller App (iOS) iOS mobile application (FoTSeller) for farmers and partners to manage seller activities, orders and transactions on the FreshOnTable platform.
Quantifiable outcome
- 670 tons of produce sourced locally with Hilton in 2023 (exceeding 350 ton goal)
- +3 more outcomes
Companies that use FreshOnTable
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles2 records
FreshOnTable technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature3 records
FreshOnTable partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, regional expansion, core, strategic, social impact, core technology and supplier.
- World Sustainable Hospitality Alliance (WSHA)flagshipStrategic partnership announced October 2024 to drive industry-wide food systems change. FreshOnTable brings UAE-born AgriTech model to Europe in alliance with WSHA. The partnership aims to advance sustainable hospitality practices across Europe, expanding FreshOnTable's model beyond MENA region.
- BAS Global Investmentsregional expansionPartnership to revolutionise Saudi Arabia's food supply chain. FreshOnTable brings its proven UAE model to Saudi Arabia market in partnership with BAS Global Investments for regional expansion.
- KitopicorePartnership for sustainable sourcing enabling Kitopi's cloud kitchen operations with locally-sourced produce. Partnership achieved major milestone of reducing 1 million kg CO2 emissions as announced December 2023. FreshOnTable takes Kitopi's chefs on farm visits to VeggiTech to explore future of farming.
- SilalstrategicStrategic partnership with Silal for food security and sustainable sourcing initiatives in Abu Dhabi region.
- Zayed Higher Organization for People of Determinationsocial impactDistribution partnership creating jobs for People of Determination. Organization opens food products packaging centre employing People of Determination, with FreshOnTable supporting distribution. Partnership combines social impact with sustainable food distribution.
- HiltoncoreStrategic sustainable food sourcing partnership where FreshOnTable serves as Hilton's designated partner for local produce. Partnership includes annual volume commitments (350 tons in 2022 exceeded with 670 tons in 2023), joint menu development (Growth of UAE 50th anniversary menu), farm visits, and commitment to source 100% local ingredients for specific menus. Partnership includes multiple Hilton properties across UAE.
- Atlantis DubaicoreAtlantis Dubai partners with FreshOnTable for sustainable sourcing aligned with Atlantis Atlas Project sustainability goals. FreshOnTable provides hydroponically-grown produce using novel farming methods that don't threaten water security in the water-scarce UAE region. QR code tracking on all deliveries provides transparency on harvests reaching hotel kitchens.
- Carboncarecore technologyPartnership with Carboncare provides the CO2 emissions calculator based on European Standard EN16258 and ISO 14083:2023. Carboncare's global emissions calculator, developed over five years with ETH, Swiss federal authorities, and 3.5 million measurements, powers FreshOnTable's carbon footprint calculations for each order.
- Nawa FarmssupplierStrategic supply partnership with Nawa Farms for fresh produce supply to HORECA customers through the FreshOnTable platform.
- VeggiTechsupplierFarm partnership with VeggiTech for locally-grown produce. Farm visits organized for Kitopi's chefs to explore innovative farming methods.
- Geap Farms (Oasis Green)supplierHydroponic vertical farm in Dubai supplying produce through FreshOnTable. FreshOnTable helped define product range and packaging, markets farms directly to HORECA industry preserving farm identity.
- Kinoko FarmssupplierMushroom farm in Dubai growing mushrooms for HORECA industry. FreshOnTable provides access to large customer base across UAE and social media marketing support.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
FreshOnTable competitors and assessment
Company assessmentEmerging players
- Farmbox: US farm-to-business produce distributor serving foodservice operators with curated local sourcing; relevant emerging comparator on the buyer side of HORECA local-procurement.
- Plenty: US vertical-farming operator supplying fresh produce to retail and foodservice with strong sustainability branding; comparable on the supply-side narrative of tech-enabled local produce for HORECA buyers.
- SokoFresh: Kenya-based AgriTech platform using cold-chain logistics to connect smallholder farmers to commercial buyers; comparable emerging marketplace model in a different geography.
Broad incumbents
- Carrefour UAE: Major UAE retailer with established fresh-produce supply chain and growing private-label local-sourcing programs; represents the broad incumbent benchmark for HORECA and retail buyer expectations on local procurement.
- Foodics: Saudi-born restaurant-tech and procurement platform serving HORECA across MENA; adjacent incumbent whose buyer relationships could be repurposed into supply or compete with FreshOnTable's enterprise channels.
Direct peers
- GrubMarket: US-based B2B food/AgriTech e-commerce marketplace connecting farmers and wholesale buyers with software-led traceability; the closest international analogue to FreshOnTable's marketplace-plus-tech model.
- Barakat Fresh: Long-standing UAE fresh-produce distributor serving restaurants, hotels, and retail with daily farm-to-door logistics; overlaps directly with FreshOnTable's HORECA sourcing value proposition.
- Kibsons: UAE-based fresh-produce home-delivery and HORECA supplier with established cold-chain logistics; competes directly with FreshOnTable in supplying local produce to hotels, restaurants, and cafes in the same Dubai market.
- WayCool Foods: India-based full-stack AgriTech platform linking farmers to HORECA and retail buyers with distribution, traceability, and digital farmer engagement; shares both the two-sided marketplace and farmer-digitization thesis.
- Local Bites: UAE-based curated local-produce platform delivering from farms to households and businesses; an emerging HORECA-adjacent competitor pursuing a similar farm-to-table narrative.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
FreshOnTable social profiles
Digital presenceFreshOnTable compliance and trust
Trust signalCompliance2 records
FreshOnTable financial estimates
Financial estimateRevenue estimate
Valuation estimate
FreshOnTable leadership team
Management profileNumber of profiles
Profiles2 records
FreshOnTable funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FreshOnTable M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FreshOnTable
What does FreshOnTable do?
FreshOnTable operates a digital B2B marketplace that connects local UAE farmers with HORECA buyers (hotels, restaurants, cafes), enabling direct sourcing of fresh, locally-grown produce. The platform provides end-to-end supply chain traceability via IoT and blockchain-based Track & Trace, a Farm ERP Seller Panel for farmers, and a per-order Carbon Emission Calculator. The company aggregates over 30,000 UAE farms and facilitates transactions, payment processing, and logistics for enterprise hospitality buyers pursuing sustainability and ESG goals.
Is FreshOnTable a public or private company?
FreshOnTable is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FreshOnTable founded?
FreshOnTable was founded in 2019. It employs 11 to 50 people.
Where is FreshOnTable based?
FreshOnTable is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does FreshOnTable make money?
One revenue line is on record: marketplace Commission.
Who are FreshOnTable's main competitors?
Emerging players on record are Farmbox, Plenty and SokoFresh. Broad incumbents are Carrefour UAE and Foodics. Direct peers are GrubMarket, Barakat Fresh, Kibsons, WayCool Foods and Local Bites.
Does FreshOnTable have an API?
No public API is recorded for FreshOnTable.
What industry is FreshOnTable in?
FreshOnTable's product category is Agritech Marketplace. Its primary akta.pro industry code is BPAHAHAM, Sustainable & Responsible Supply Chain (ESG, Scope 3), with a secondary code of AFALAGAJ, Sustainability/Ethical Sourcing Claim Verification (RSPO, Rainforest, Fairtrade). Its NAICS code is 4245 and its SIC code is 5150.