Two Bangladeshi and one Malaysian former students of the University of Malaya have launched Fresh Move, an AI-based agricultural supply-chain startup in Malaysia. Published on August 8, 2026, the report says the venture aims to connect local farmers and reliable importers directly with grocery stores, hotels and restaurants, making agricultural marketing more effective while reducing supply-chain inefficiency and food waste.

Fresh Move was co-founded by Farhad Hossain, Shaheen Alam and Nur Shafiqah Binti Roslan. Hossain serves as chief executive officer, Alam as chief technology officer, and Roslan as chief financial officer. The idea emerged after Hossain observed in Cameron Highlands, Pahang, that farmers producing high-quality vegetables and fruit were struggling to obtain desired prices because of limited market access, weak packaging and unreliable transport.

The platform analyzes supply and demand data in real time and provides training and technical support on product quality, packaging and commercial standards. Fresh Move also says it operates its own logistics network using smart routing and demand forecasting. Through its contract-farming program, farmers receive land arrangements and SOP training, while the startup handles marketing, transport, supply and sales.