It was June 2021, and the world was navigating the complexities of a post-pandemic economy. Elkaso’s goal was clear: to streamline operations, reduce waste, and champion sustainability in the food sector—a vision that would soon morph into the digital B2B food supply ordering platform known as KASO.
It began as a mere concept in the minds of a group of ambitious entrepreneurs who saw a gap in the market for a platform that could connect restaurants and food suppliers directly, thereby cutting costs, reducing waste, and ensuring a smoother supply chain. In just two months, their idea bore fruit as daily orders soared to over 100, reflecting the market’s need. This early success helped them secure a whopping US$2.1 million in pre-seed capital. By October 2021, KASO had launched its marketplace, amassing an impressive base of 500 active consumers.
The success story of KASO caught the attention of Y Combinator, one of the most prestigious startup accelerators globally. Accepted into their 2022 batch, the team received not only funding but also invaluable mentorship and exposure. This recognition was a testament to their innovative approach, which solidified their credibility in the international tech community.
With fresh insights and resources, KASO expanded its operations into Saudi Arabia, where they launched a financial project that quickly turned into a massive success. This venture further established their presence in the region and underscored their effectiveness in transforming the B2B food supply chain.
In February 2022, the change from Elkaso to KASO wasn’t just in name but also a reaffirmation of their mission to reshape B2B food buying across the MENA region. KASO was more than a digital platform; it was a movement towards a more sustainable and efficient future in the food industry. We spoke with Co-founders Manar AlKassar and Ahmed Soliman to learn more about the story of KASO.
Finding and filling the gap
- KASO was founded on the realisation that, while digitalisation was rapidly transforming the B2C segment of the F&B industry, the B2B market, particularly in food supply management, was significantly lagging. Co-founders Manar AlKassar and Ahmed Soliman identified two major pain points: cumbersome procurement processes and extensive food waste. KASO was created to bridge this digital gap and promote sustainability by streamlining the supply chain, reducing food waste, and facilitating smooth transactions between food suppliers and F&B venues. Our vision is to transform the food supply chain from procurement to plate, ensuring efficiency, transparency, and sustainability.
Streamlining the food supply ordering process
- KASO leverages technology to enhance the food supply ordering process for both restaurants and suppliers. For restaurants, our platform offers real-time inventory management, demand forecasting, order monitoring, and customisable reporting. This helps restaurants refine their procurement processes, reduce food waste, and make data-driven decisions. For suppliers, KASO provides access to a broad customer base, efficient order and delivery management tools, and an advanced analytics platform for customer management and acquisition. By integrating both sides of the supply chain, KASO ensures efficiency, transparency, and smooth interactions for all parties involved.
Enhance efficiency and effectiveness.
- KASO provides several key features and tools to improve efficiency and effectiveness in food supply management. A crucial feature is aggregation, which allows restaurants to consolidate orders from multiple branches and suppliers, saving time and reducing manual labour. We also tackle food waste by offering nearly expired products on our platform, enabling suppliers to sell these items and decrease waste in the supply chain. Our customisable dashboard allows restaurants to track expenses, analyse spending trends, and identify areas for improvement, leading to better procurement practices and reduced costs.
Ensuring accuracy and reliability
- KASO employs both technology and stringent procedures to ensure the ordering process is accurate and reliable. Our platform features a single approval level for orders, where a KASO user submits an order to the supplier, which is then approved by a KASO manager or administrator before being forwarded to the provider. This process ensures that orders are verified and approved before processing, minimising errors and enhancing accuracy. Additionally, we offer various communication methods, such as email and WhatsApp, to accommodate suppliers’ preferences and ensure seamless communication throughout the purchasing process.
The user experience
- For restaurants, the user experience begins with accessing the KASO platform, which facilitates inventory management, order creation, delivery tracking, and data analysis through an intuitive interface. They can customise their dashboard to monitor costs, branch performance, and purchase history, enabling better decision-making and procurement management. For suppliers, the experience starts with receiving orders via their preferred communication channel, such as email, WhatsApp, or the KASO supplier portal. They can review and approve orders, manage deliveries, and utilise analytics to enhance their operations and expand their customer base. Overall, KASO provides a straightforward user experience for both restaurants and suppliers, fostering quick transactions and encouraging collaboration across the supply chain.
Leveraging technology
- Manar AlKassar, co-founder of KASO, states, “Studies have shown that food wastage in the UAE is estimated at 3.2 million tonnes annually, with approximately 38% of the food prepared daily ending up as waste.” This staggering figure underscores the critical need for innovative solutions to combat food waste in the F&B industry. KASO utilises technology to enhance inventory management and reduce waste by providing real-time inventory tracking, demand forecasting, and analytics solutions to its users. Restaurants can monitor inventory level usage trends and forecast future demand to ensure they purchase only what is needed, thereby reducing overstocking and waste. Suppliers can use our platform to offer nearly expired items, optimise pricing, and reach a broader customer base, minimizing waste and maximising revenue. Additionally, our data-driven approach enables us to identify opportunities for process improvement and innovation, leading to continuous optimisation and sustainability throughout the food supply chain.
Standing out in the crowd
- What distinguishes KASO is our holistic approach to food supply management, addressing both operational and sustainability issues in the industry. Unlike traditional procurement systems, KASO offers a comprehensive solution that simplifies the entire supply chain, from order placement to delivery, while reducing food waste and enhancing sustainability. Our platform’s user-friendly interface, real-time tracking, and extensive analytics enable our users to make data-driven decisions, optimise operations, and adapt to changing market demands. Additionally, our focus on innovation and collaboration sets us apart as we continue to introduce new ideas and partnerships to drive positive change in the food and beverage sector.
Changing market demands and industry trends
- KASO assists users in responding to shifting market demands and industry trends through ongoing innovation, collaboration, and data-driven insights. Our platform provides businesses with the tools and resources needed to track industry trends, analyse consumer behaviour, and adjust their strategies accordingly. We also offer tailored support and consultancy services to help clients navigate challenges, optimise operations, and capitalise on new opportunities. Additionally, our partnerships and ecosystem enable us to stay ahead of industry trends while leveraging emerging technologies to promote growth and sustainability for our clients.
Future developments
- In the near future, you can expect KASO to continue evolving and expanding its solutions to meet the changing needs of the food and beverage industry. We are exploring emerging technologies such as AI and blockchain to enhance traceability, transparency, and sustainability in the food supply chain. Additionally, we plan to broaden our market reach and form new partnerships to accelerate our growth and impact. With a focus on sustainability, efficiency, and customer satisfaction, KASO is committed to creating positive change and revolutionizing food sourcing, distribution, and consumption in the MENA region and beyond.
KASO’s journey from a startup to a disruptor in the food sector is a story of vision, innovation, and perseverance. Their platform aims to create a community with a common goal of reducing food waste and enhancing supply chain operations. As KASO continues to grow, it supports the region’s economic development and leads the charge in environmental stewardship. The story of KASO proves that with the right mix of technology, vision, and determination, even the most traditional sectors can be transformed for the better.
