Kedai Sayur

Kedai Sayur, operating under its parent company Kreasi Pangan Samadhi, is an agri-tech firm established in 2018 to digitize Indonesia's fresh produce supply chain. The company was founded by Adrian Hernanto, Ahmad Supriyadi, and Rizki Novian. Hernanto, the current CEO, has a background in Civil Engineering and a Master's in Management, with previous experience at Adira Finance and as Deputy Director for Business Process and IT at Triputra Group. This experience in finance and operations underpins the company's strategy.

The business was conceived to solve inefficiencies for traditional vegetable hawkers, known as "Tukang Sayur," who faced high costs and low-quality produce due to a protracted supply chain involving multiple middlemen. Kedai Sayur streamlines this process by creating a direct link between farmers and hawkers through a mobile application. This B2B model allows registered partners ("Mitra Sayur") to order fresh commodities and pick them up at nearby drop-off points, ensuring better prices and fresher products. The company generates revenue by taking a 3-5% margin on the transactions between farmers and hawkers, a model made viable by purchasing produce in large quantities.

Initially focused on the Greater Jakarta area, the company expanded its network significantly, growing from 2,000 to over 5,000 partners within months of its 2019 funding rounds. Kedai Sayur secured US$1.3 million in a seed round in May 2019, followed by a US$4 million round in August 2019, both led by East Ventures. These funds were used to expand its partner network, enhance technology, and broaden its supplier base. In response to market changes during the COVID-19 pandemic, Kedai Sayur accelerated the launch of its B2C services. This included the KedaiMart application and official stores on e-commerce platforms like Tokopedia and Blibli, delivering groceries directly to households. By April 2021, the company's B2B business evolved to offer comprehensive technology and supply chain solutions for culinary businesses, covering sourcing, distribution, and warehouse management.

Keywords: agri-tech, Indonesia, fresh produce, supply chain, B2B e-commerce, food distribution, Tukang Sayur, farm-to-table, grocery delivery, mobile commerce, ag-tech, farmer empowerment, logistics, KedaiPangan, Mitra Sayur, Adrian Hernanto, East Ventures, food security, last-mile delivery, e-grocery, wholesale marketplace, agricultural technology, emerging markets, Southeast Asia