Tell us about yourself.
My name is Farah Emara, I am 31 years old and I am the Co-Founder and CEO of FreshSource. FreshSource is disrupting the Egyptian agriculture industry by streamlining the value chain through technology. We are the region’s first B2B platform for fresh fruits and vegetables, connecting producers to businesses by leveraging data and technology and providing last-mile solutions. I have lived in Egypt my whole life and attended Durham University for my bachelor’s degree. Following that, I returned to Cairo in 2012 and joined Endeavor, a non-profit organisation that supports entrepreneurs. I then joined Procter & Gamble to head the Communications Department for the Near East region (Egypt, Morocco, Algeria, Iraq and Syria) while studying at LSE to complete the Executive Global Master's in Management.
What’s your current job?
I am currently the CEO of FreshSource. I launched FreshSource in late 2018 with my co-founder and brother, Omar Emara. Omar is currently the COO of the company and has scaled it to nearly 100 employees and nearly 500 customers.
Why did you choose to study the EGMiM programme?
I started the EGMiM programme whilst working for Endeavor. I was constantly exposed to inspirational entrepreneurs that have built and scaled incredible companies worldwide. This ignited a desire within me to deepen my knowledge of management and eventually launch my own business. There were several reasons why I chose to pursue the EGMiM programme; first, the flexibility of the modules enabled me to study while I continued working which allowed me to implement my new learnings on the spot as well as ensure that my career continued to progress in a timely manner. Second, the overseas modules in India and China exposed me to completely different cultures and business environments. The exposure I had during these trips is irreplaceable. Third, the global network of likeminded individuals that I was able to build throughout the programme - I am still in contact with everyone and visit them all as much as I can!
How has EGMiM benefitted your career?
EGMiM has significantly impacted my career. Once I graduated from the programme, I felt confident enough that I had built the necessary skills to venture into starting my own business. I was able to resign from my corporate job and launch FreshSource.
Where do you see yourself in 5 years from now?
In 5 years, I believe Omar and I will have scaled FreshSource to over 1000 employees and have solidified our presence as the leading agri-supply chain platform in the MENA region. I believe we will also be introducing innovative technology to the region to optimise the agriculture supply chain, such as food traceability through blockchain. I also predict that my role in FreshSource will have scaled down to give me the flexibility to work on other projects as well as mentor other entrepreneurs to grow and scale their businesses.
What is your best memory of EGMiM?
The best memory was during the India and China modules. I was so surprised how similar Bangalore is to Cairo and was impressed by the level of technology that they have reached. With China, I was amazed at how different the country is to anywhere I have ever been before.
What is your daily routine?
I usually wake up at 7AM everyday as the fruit and vegetable industry is one that is most active in the mornings. I start by checking our communication channels with the team and walk my two beautiful dogs, Mocha and Yogi. After that I either go into the office, meet with investors, farms or cold storage facilities. As an entrepreneur there is one constant in your daily routine and that is every day is different. This is one of the most exciting aspects of my journey and made my career shift from the corporate world an easy decision. I usually leave the office at around 6PM and head home where I can relax with my husband, Abdallah or meet up with friends or family.
Who was your favourite academic and why?
My favourite academic was Saul Estrin. He always taught in a very entertaining way that made his message easy to understand and hard to forget.
If EGMiM was a fruit, what would it be?
I believe that EGMiM would be a kiwi. People who love kiwi are believed to have the following personality traits; they are a truly original, highly focused on their career, great at problem solving, have a wonderful sense of humour, make friends easily and love to travel.
In what ways has EGMiM impacted your life or shaped you as a person?
EGMiM has made me more confident, outgoing, and better at problem solving. Also, the relationships I have built now means that I have great friends in multiple companies that I can reach out to for support for any business matters or even just for fun!