How Freshtrack brings a competitive edge to Moroccan agri-logistic
1. Could you introduce yourself with your name, job role, company?
My name is Asma EL FALI, Commercial & Marketing Director at Maroc Fruit Board (MFB) and FreshTrack, our collaborative digital platform dedicated to agro-export/import logistics.
For more than twenty years, I have worked at the crossroads of international trade, logistics, and sustainable transition, with the conviction that digitization is a key driver for efficient and responsible logistics performance.
My role is to highlight this transformation dynamic by building solid bridges between our clients’ needs, the tools we develop, and the partnerships that strengthen us. It is in this spirit that we initiated, together with Searoutes, a meaningful and impactful partnership.
2. What are the current market trends you are aware of? What are the key challenges faced by Maroc Fruit Board?
Today, we operate in a logistics ecosystem undergoing rapid change, driven by three major dynamics:
- A growing demand for sustainability and transparency, fueled by new European regulations reshaping international trade standards.
- An inevitable acceleration of supply chain digitization to ensure smooth, shared, real-time information flows.
- Increasing pressure on costs, in a context marked by instability, shifting logistics routes, and geopolitical tensions.
As a private group of producer-exporters, MFB must reconcile operational excellence with environmental performance. This is what led to the creation of FreshTrack, a platform designed to make logistics smoother, more collaborative, and more sustainable.
3. How important is decarbonization for MFB, and what actions are currently being implemented?
Decarbonization is no longer optional: it is a strategic, commercial, and ethical lever.
At MFB, we approach it as a structural commitment embedded in our logistics roadmap.
Concretely, we have:
- Integrated carbon calculation into all our shipments via FreshTrack & Searoutes
- Trained our users to interpret and understand environmental data
- Initiated open dialogue with our clients and suppliers on emission reduction levers, such as route selection, transportation mode, load optimization, and fuel quality
We are not in passive measurement, but in a proactive, intelligent approach to impact management.
4. Why did MFB decide to develop FreshTrack? How did you do it?
FreshTrack was born from a clear observation: our exporters were losing valuable time managing logistics in a fragmented, manual, and opaque way.
We therefore decided to create a unique digital platform, designed by and for professionals in the agro-export/import sector, with a pragmatic approach:
- A solid base of operational features (planning, booking, track & trace)
- A strong analytical and environmental core
- A simple, intuitive, and scalable user experience
The project was co-developed with Moroccan digital talents. It is a Made in Morocco solution, designed for international deployment and aligned with competitiveness and sustainability challenges.
5. How are your customers using FreshTrack today?
Today, our clients rely on FreshTrack as a true intelligent logistics co-pilot, powered by AI and advanced traceability technologies, enabling them to:
- Plan and centralize all their shipments—maritime and land—in a smooth, integrated workflow
- Access real-time vessel schedules and shipment status through our connected traceability system (IoT)
- Receive immediate alerts in case of incidents, delays, cold chain breaches, or any critical event, allowing them to react instantly and adjust plans with peace of mind
- Generate precise carbon footprint certificates for each shipment, meeting environmental reporting requirements
- Analyze and compare their logistics and environmental performance through dynamic, analytical dashboards
Beyond features, what clients consistently highlight is our guidance and advisory posture. FreshTrack is seen as a true logistics and strategic co-pilot.
6. How did you first discover Searoutes? What made you adopt Searoutes over other solutions?
We discovered Searoutes through continuous monitoring of innovative GreenTech logistics solutions. The solution was also recommended by one of our major maritime partners, which reinforced our interest and trust in the quality of their approach.
Several key factors confirmed our choice:
- A rigorous methodology aligned with internationally recognized standards, ensuring credibility with our clients and partners
- A smooth API integration, perfectly suited to a SaaS environment like FreshTrack
- A shared vision focused on transparency, sustainable innovation, and delivering real user value
We therefore chose Searoutes not simply as a technical provider, but as a strategic partner with whom we co-build a demanding, accessible, action-oriented carbon approach.
7. How did the implementation go?
The integration was efficient and agile, thanks to excellent coordination between technical teams.
The API was quickly implemented, and Searoutes supported us with a strong understanding of our business needs.
As Marketing Director, I also appreciated their support in communicating and showcasing carbon results to our clients.
8. How are FreshTrack customers accessing and using carbon emissions data?
Each client can generate a carbon footprint certificate for each shipment directly from their FreshTrack interface.
These certificates are used to:
- Comply with CSR reporting requirements
- Communicate transparently with their buyers
- And most importantly, launch reduction initiatives based on concrete, reliable data
One of our exporter clients told us that the precision of these certificates helped secure a contract with a Scandinavian distributor known for its strict environmental traceability standards.
9. What measurable improvements have you seen since using Searoutes?
Since integrating Searoutes into our FreshTrack ecosystem, we have observed several tangible improvements:
- A significant reduction in the use of underperforming routes thanks to emissions data
- Relevant insights enabling us to alert clients about the environmental impact of certain logistics practices, such as multiple transshipments
- The establishment of a reliable carbon baseline, allowing us and our partners to build a progressive emission-optimization plan over the medium term
This approach has improved visibility, strengthened decision-making agility, and—above all—enhanced the alignment between our environmental commitments and operational actions.
10. How has your experience been working with the Searoutes team? How do you see the relationship evolving?
The Searoutes team is professional, attentive, innovative, and truly partnership-oriented.
We are not in a “client–supplier” dynamic, but in an agile co-construction approach focused on impact.
Looking ahead, we plan to go further together by:
- Refining data granularity
- Developing carbon simulation tools for our clients
- Potentially co-building a model tailored specifically to the agro-export/import sector
11. Would you recommend Searoutes to others in your industry—and why?
Absolutely.
Searoutes combines scientific rigor, technical agility, and outstanding relational quality.
It is a credible, compliant, and scalable solution perfectly suited to the environmental challenges of agri-food supply chains.
I recommend it to any company seeking to turn the carbon constraint into a lever for competitive differentiation.
This interview was run by Paul Canessa in September 2025 in French and translated into English at later stage.