CityBlue Hotels, a prominent hospitality brand in Africa, has recently declared a strategic investment in Farm to Feed, a business-to-business platform dedicated to addressing food waste issues in Sub-Saharan Africa. Farm to Feed is at the forefront of combating a critical problem in the region, where nearly half of all harvested crops never make it to the consumer due to various reasons.
The innovative platform serves as a bridge between farmers and buyers, with a special focus on “imperfect” produce that, despite being perfectly fit for consumption, fails to meet the aesthetic standards of the market. By facilitating the sale of such produce, Farm to Feed not only helps to boost the income of farmers but also plays a significant role in reducing food waste, which is a substantial source of greenhouse gas emissions.
Claire van Enk, the Founder and CEO of Farm to Feed, expressed her concern about the dire consequences of unsold produce, emphasizing its impact on both food security and climate change due to the release of methane from decomposing food.
Farm to Feed leverages technology and local logistics networks to ensure the efficient distribution of food. Moreover, the platform is engaged in data collection to analyze the underlying causes of food loss and to pinpoint areas where agricultural practices can be enhanced.
Jameel Verjee, the Founder and CEO of CityBlue Hotels, underscored the investment as a reinforcement of the company’s dedication to Environmental, Social, and Governance (ESG) principles. This move is in line with the impact investment ethos of CityBlue’s parent entity, The Diar Group.
Verjee made this announcement at the Africa Hotel Investment Forum 2024, where he also called upon other corporations to support Farm to Feed’s mission to address food security, sustainability, and climate-related challenges. Through this investment, CityBlue Hotels is positioning itself as a pioneer in sustainable hospitality, advocating for a more resilient and circular food economy in Africa.
