Kuala Lumpur, Malaysia —Fresh Move, an AI-driven agricultural supply chain platform, has officially launched in Malaysia, founded by two Bangladeshi graduates and one Malaysian graduate of University of Malaya, with a mission to connect local farmers and importers directly to groceries, hotels, and restaurants across the country.
The idea for Fresh Move began during a university field trip to Cameron Highlands, where co-founder and CEO Md Farhad Hossain witnessed high-quality vegetables and fruits going unsold due to poor market access, weak packaging, and unreliable transport — despite Malaysia’s fertile land and favorable climate.
To test how much untapped potential existed, Farhad brought in an experienced farmer from Bangladesh to trial crops not typically grown in Malaysia on a plot of land in Puchong, Selangor. The results exceeded expectations — every crop thrived, with some outperforming imported produce already sold in the market.
That experiment turned into a dream: to help Malaysia grow more of its own produce. But Farhad quickly realized that dream couldn’t succeed without solving the real problem first — the supply chain connecting farmers to buyers. That missing link became the idea behind Fresh Move, co-founded by Md Farhad Hossain together with Md Shahin Alam, a fellow Universiti Malaya computer science alumnus who serves as Chief Technology Officer, and Nor Shafiqah Binti Roslan, a Malaysian alumna of Universiti Malaya, who serves as Chief Financial Officer.
“We saw farmers growing produce of remarkable quality who still couldn’t get it to market,” said Farhad. “The problem was never only Malaysia’s ability to grow food — it was the missing bridge between farms and buyers. That’s what we built.”
Fresh Move uses artificial intelligence to match supply with demand in real time, connecting Malaysian farmers and trusted import partners to groceries, hotels, and restaurants nationwide, while offering training and support to help farmers meet quality and packaging standards.
Alongside its AI-matching system, Fresh Move operates its own logistics network, moving produce from farm to buyer quickly to reduce spoilage and delays that have traditionally cost farmers a share of their harvest. The company uses smart routing and demand forecasting to ensure produce reaches groceries, hotels, and restaurants while still fresh, cutting out the multiple handling stages typical of conventional supply chains.
The company says its long-term goal is to help Malaysia grow more of its own food, reducing reliance on imports and increasing income opportunities for local farmers. Under Fresh Move’s contract farming program, Fresh Move provides the land and trains farmers on proper SOPs to grow quality produce. Farmers focus on growing — Fresh Move handles the market access, logistics, and sale. To learn more, visit our website.
About Fresh Move
Fresh Move is an AI-driven B2B supply chain platform co-founded by Md Farhad Hossain, Md Shahin Alam, and Nor Shafiqah Binti Roslan, connecting Malaysian farmers and importers directly to groceries, hotels, and restaurants. Learn more.
