NOMU

NOMU Group is a food-tech supply chain platform operating in the Middle East and North Africa (MENA) region, with headquarters in Riyadh, Saudi Arabia, and a holding structure in Abu Dhabi. The company was established in late 2022 following the merger of two q-commerce startups: Saudi-based Jumlaty and Egypt's Appetito. This strategic consolidation created a comprehensive platform targeting both business-to-business (B2B) and business-to-consumer (B2C) segments. The founding team includes Salman Attieh (Chairman), Shehab Mokhtar (CEO), Yassir El Ismaili El Idrissi, and Ahmed Eldemerdash.

The company's core business is to streamline the fragmented food and beverage supply chain. For its B2B clients in the hotel, restaurant, and catering (HoReCa) sector, NOMU provides an end-to-end platform that manages inventory sourcing, procurement, financing, storage, and delivery. This service aggregates major food suppliers into a single-stop shop, aiming to solve issues like product shortages and unreliable deliveries. On the B2C side, operating under the Appetito brand, the company offers an on-demand online supermarket for families, focusing on reliability and smart pricing through methods like group buying and chat ordering. NOMU's business model involves directly sourcing products from FMCG companies, storing them in its network of warehouses, and delivering directly to customers, which allows for competitive wholesale pricing. The company also offers embedded financing solutions, including Buy-Now-Pay-Later (BNPL) options for its users.

Since its inception, NOMU has demonstrated rapid growth, reporting a 10x revenue increase within its first 12 months and achieving profitability in two of its markets. In July 2023, the company secured $5 million in a seed funding round from investors including DIV Capital, Shurfah, Core Vision, and various family offices. This capital is earmarked for enhancing its B2B HoReCa services, developing a Software-as-a-Service (SaaS) solution, and creating an AI-enabled procurement chatbot. Currently operating in Saudi Arabia, Egypt, Tunisia, and Morocco, NOMU has ambitious plans to expand its presence to 50 cities by 2025 and enter markets in Pakistan and sub-Saharan Africa.

Keywords: food-tech, supply chain management, HoReCa, B2B procurement, online grocery, MENA, food and beverage, procurement platform, FMCG sourcing, inventory management, e-commerce, Jumlaty, Appetito, Riyadh, supply chain financing, B2C e-commerce, digital procurement, wholesale food, restaurant supply, food delivery, logistics, Saudi Arabia, Egypt