Fresh Fareway Accelerates Market Entry with FasterCapital’s Equitypilot Program
Amman, Jordan & Dubai, UAE - Jan 06, 2026
Fresh Fareway and FasterCapital announced a strategic partnership today through FasterCapital’s Equitypilot program to accelerate commercialization of Fresh Fareway’s shelf-life extension and processing technology across Jordan and the Middle East, addressing rising food waste and supporting farmers, retailers and hospitality customers with funding, go-to-market and technical support.
Market opportunity & problem statement
Jordan generates an estimated 1 million tons of annual food waste, with roughly 30% in vegetables and produce a $75M loss to the agricultural market. Regional pressures from conflict, disease and supply-chain disruption have driven price volatility, seasonal shortages and wasted water and labor. The agri-food sector lacks scalable, low-cost preservation that works without refrigeration, leaving a white space for durable, easy-to-use produce solutions that enable exports and food-security improvements.
Startup solution & differentiation
Fresh Fareway uses advanced food-engineering processes and packaged solutions that extend the shelf life of root vegetables up to five months without refrigeration, while preserving taste, color and nutritional quality. The company combines farmer consulting (seed and agronomy best practices), proprietary processing and simple consumer prep to reduce post-harvest loss across the value chain. Early commercial pilots with regional distributors and hotels demonstrate extended shelf life, lower shrink rates and cost savings for exporters and retail partners creating a defensible position versus cold-chain–dependent competitors.
FasterCapital partnership value
Through FasterCapital’s Equitypilot program, Fresh Fareway will receive growth capital, access to FasterCapital’s global investor network, specialized mentorship, and go-to-market support tailored to agri-foodtech. FasterCapital’s selective criteria and track record validate Fresh Fareway’s technology and team and will fast-track fundraising, regulatory navigation and regional market entry with a 6–12 month acceleration roadmap. The collaboration aligns technical, commercial and investor resources to scale production and distribution.
Executive quotes
“Hesham Zreik: “We invest in startups that solve large, measurable problems with scalable tech. Fresh Fareway addresses a clear food-security and waste-reduction need in MENA with a compelling product-market fit. Equitypilot will accelerate clinical validation, commercial adoption and investor interest.”
Maher Jubeh, Founder, Fresh Fareway: “Our mission is to make fresh produce accessible and affordable while protecting farmers’ livelihoods. FasterCapital’s Equitypilot provides the capital, network and strategic guidance to move from pilots to market leadership across the region.”
Growth trajectory & future plans
Over the next 12 months Fresh Fareway will scale manufacturing, expand distribution to major supermarkets, hotels and exporters across Jordan and neighboring GCC markets, and complete additional validation studies. Planned raises will support regional rollout and R&D for new produce categories. The partnership targets measurable reductions in post-harvest loss and increased exporter yields within 18 months.
About Fresh Fareway
Fresh Fareway is an agri-food technology company founded to reduce post-harvest loss in Jordan and the Middle East. Combining agronomy consulting and advanced processing, Fresh Fareway delivers shelf-stable, no-refrigeration produce solutions that preserve freshness, flavor and value for farmers, retailers and exporters.
About FasterCapital
FasterCapital is a global venture builder and online incubator dedicated to co-funding and co-founding innovative startups. Established in 2014, we are now #1 venture builder in terms of number of startups that we have helped, money invested and money raised. It supports startups worldwide through various programs, including funding assistance, business development, and technical support. The Equitypilot program is designed to help early-stage startups build scalable solutions with mentorship, strategic guidance, and network support.