Mahsool
Mahsool is a Riyadh-based fresh produce supplier founded in 2000, delivering fruits and vegetables from 2,000+ contracted Saudi farms to B2B clients via contract pricing and individual consumers via direct delivery, recently acquired by UAE conglomerate NRTC Group.
- Company typePrivate
- Founded2000
- HeadquartersRiyadh, Saudi Arabia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Mahsool does
Mahsool is a Riyadh-headquartered fresh produce supplier founded in 2000 that delivers fruits and vegetables from a contracted network of 2,000+ Saudi farms to business customers and individual consumers across Saudi Arabia. The company's core service is a direct farm-to-doorstep delivery model supported by a 500+ employee workforce operating 24/7, with a hybrid go-to-market approach combining contract pricing for B2B clients requiring consistent supply and standard delivery for individual consumers. The technology stack is described as a fresh produce supply chain platform with digital traceability capabilities, though specific technical architecture details are not publicly disclosed. Mahsool generates revenue primarily through fresh produce sales under a subscription/recurring contract model for enterprise clients and one-time purchases for consumers, with pricing not publicly disclosed and negotiated on a quote basis for business contracts.
In 2026, Mahsool was acquired by NRTC Group, a UAE-based fresh-produce conglomerate, and signed an MoU to serve as NRTC's flagship UAE local farming initiative targeting 400 farms and 20,000 tonnes of production capacity by 2026. This acquisition and partnership represent a strategic pivot from a standalone Saudi domestic operator to a Gulf-region platform integrated with NRTC's Mazraati digital platform for traceability and supply chain coordination. The company's value proposition centers on sourcing scale, delivery reliability, and quality transparency, with stated annual revenue of 50 million SAR (approximately $13.3M USD). No external funding rounds, AI capabilities, or named enterprise customers were disclosed in the available data.
Mahsool firmographics
Firmographics- Name
- Mahsool
- Legal name
- Mahsool
- Website
- https://mhsool.co
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mahsool is a Riyadh-based fresh produce supplier founded in 2000, delivering fruits and vegetables from 2,000+ contracted Saudi farms to B2B clients via contract pricing and individual consumers via direct delivery, recently acquired by UAE conglomerate NRTC Group.
- Ownership category
- akta.pro rank
Mahsool industry classification
Industry- Product category
- Fresh Produce Distribution
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Fresh Produce Distribution (CRAOABAB)
- akta.pro secondary industries
- Local / Farm-to-Wholesale Produce Aggregation & Distribution (AFAIACAG), Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE), Dairy & Refrigerated (Perishables) Distribution (CRAOABAD)
Keywords
Where Mahsool is headquartered
LocationHeadquarters
- HQ city
- Riyadh
- HQ country
- Saudi Arabia
- HQ region
- Middle East
Offices1 record
Markets served
Mahsool business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure
Revenue model
- Fresh Produce Sales: Mahsool generates revenue through the sale of fresh produce directly to customers. The company operates a hybrid model combining contract pricing for businesses requiring consistent and reliable delivery with standard product sales for individual consumers. Services include product listing, supply management, and delivery operations.
- Contract Pricing for Businesses: B2B revenue stream providing contract pricing for businesses and organizations requiring consistent and reliable delivery of fresh produce. This creates recurring revenue relationships with enterprise customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Contract Pricing for Businesses |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
Mahsool product offering
Product offeringCore offering
Mahsool sources fresh fruits and vegetables from a network of over 2,000 contracted local farms and delivers them directly to customers across Saudi Arabia. The company provides both contract-based recurring supply for businesses and organizations and on-demand doorstep delivery for individual consumers, with round-the-clock service operations and a flexible return and exchange policy.
Product overview
Mahsool is a fresh produce company operating as a single unified service offering rather than a platform-plus-modules architecture. The company provides a comprehensive suite of services including product listing of fresh produce from local farmers and producers, supply coordination with reliable delivery, flexible return and exchange policy, contract pricing for business clients, and 24/7 operational services. All services are delivered from the company's base in Riyadh, Saudi Arabia, serving customers across the country with a network of over 2,000 contracted farms.
Differentiator
Problem solved
Functional benefit
Products and services
- Fresh Produce Supply and Delivery Service End-to-end fresh produce sourcing and delivery service covering product listing from local farmers, supply coordination, and reliable delivery to customers across Saudi Arabia. Available to both businesses and individual consumers with round-the-clock service availability.
- B2B Contract Produce Supply Recurring contract-based supply of fresh produce tailored for businesses and organizations that require consistent and reliable delivery, providing scheduled bulk produce supply with negotiated pricing terms.
Quantifiable outcome
- 500+ employees ensuring service reliability
- +1 more outcomes
Companies that use Mahsool
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Mahsool technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Mahsool partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NRTC GroupcoreMahsool signed an MoU with NRTC Group, one of the UAE's leading fresh-produce conglomerates, to advance domestic food production. Under the partnership, Mahsool serves as the UAE's flagship local farming initiative targeting 400 farms and 20,000 tonnes of locally grown produce by 2026. NRTC Group's digital platform Mazraati integrates farmers, logistics providers, warehouses, and buyers to improve traceability and reduce food waste across the UAE's agri-food supply chain.
Scale indicators5 records
Recent moves4 records
Expansion highlights4 records
Mahsool competitors and assessment
Company assessmentBroad incumbents
- Tanmiah Food Company: Saudi-listed poultry and fresh protein producer with broader food product lines. Comparable as a publicly listed Saudi food company with farm-sourcing, B2B institutional sales, and distribution scale across the Kingdom.
- Carrefour UAE / Majid Al Futtaim: Operates Carrefour hypermarkets across the GCC including UAE and Saudi Arabia. Comparable as a broad incumbent with large fresh produce procurement, own-brand sourcing, and cold-chain logistics in the same geography as Mahsool/NRTC.
- Almarai Company: Largest vertically integrated dairy and food company in the GCC. Comparable as a Saudi-listed food distributor with established farm supply chains, institutional sales, and cold-chain logistics, though its core is dairy rather than produce.
- Al Othaim Markets: Major Saudi grocery chain operating supermarket and wholesale formats. Comparable as a broad incumbent with significant fresh produce procurement and distribution in Saudi Arabia, though it serves as both retailer and wholesaler.
- Panda Retail (Savola Group): One of Saudi Arabia's largest grocery retailers under Savola Group. Comparable as a broad incumbent that handles fresh produce distribution at scale across Saudi Arabia, though it is a downstream retailer rather than a pure wholesaler.
Emerging players
- FreshDirect: US-based online fresh produce and grocery delivery company. Comparable on the farm-to-doorstep direct-delivery model and emphasis on traceability, though operating in a very different market context. Useful as a business-model comparable.
- Imperfect Foods: US-based subscription-based produce delivery company focused on sourcing from regional farms. Comparable as a subscription/direct-delivery fresh produce model with farm aggregation, though at smaller scale and with a different waste-reduction thesis.
Direct peers
- NRTC Group: UAE-based fresh produce conglomerate and parent of Mahsool post-acquisition. Directly comparable as a GCC fresh-produce aggregator with a farm network, B2B distribution, and a digital platform (Mazraati). Most relevant peer given the operational and strategic overlap.
- Kibsonz: Saudi Arabia-based fresh produce e-commerce and delivery platform. Directly competes with Mahsool's direct-to-consumer offering in the Saudi market, with similar farm-sourcing and doorstep-delivery model.
- Ripe Organic: UAE-based organic fresh-produce company acquired by NRTC Group alongside Mahsool. Operates a similar farm-to-customer fresh produce model in the UAE, making it a directly comparable sibling/peer for cross-border GCC expansion.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Mahsool social profiles
Digital presenceMahsool financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mahsool leadership team
Management profileNumber of profiles
Mahsool funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mahsool 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 Mahsool
What does Mahsool do?
Mahsool sources fresh fruits and vegetables from a network of over 2,000 contracted local farms and delivers them directly to customers across Saudi Arabia. The company provides both contract-based recurring supply for businesses and organizations and on-demand doorstep delivery for individual consumers, with round-the-clock service operations and a flexible return and exchange policy.
Is Mahsool a public or private company?
Mahsool is a private company. It is classified as corporate owned and is currently operating.
When was Mahsool founded?
Mahsool was founded in 2000. It employs 11 to 50 people.
Where is Mahsool based?
Mahsool is headquartered in Riyadh, Saudi Arabia, in the Middle East region.
How does Mahsool make money?
Two revenue lines are on record. Fresh Produce Sales are the primary driver. The others are contract Pricing for Businesses.
Who are Mahsool's main competitors?
Broad incumbents on record are Tanmiah Food Company, Carrefour UAE / Majid Al Futtaim, Almarai Company, Al Othaim Markets and Panda Retail (Savola Group). Emerging players are FreshDirect and Imperfect Foods. Direct peers are NRTC Group, Kibsonz and Ripe Organic.
Does Mahsool have an API?
No public API is recorded for Mahsool.
What industry is Mahsool in?
Mahsool's product category is Fresh Produce Distribution. Its primary akta.pro industry code is CRAOABAB, Fresh Produce Distribution, with a secondary code of AFAIACAG, Local / Farm-to-Wholesale Produce Aggregation & Distribution. Its NAICS code is 424480 and its SIC code is 5140.