Case Studies
·
January 8, 2025

Distributors

Client: FreshLine Distribution

Location: Casablanca, Morocco

Type: Regional B2B food distributor

Industry Term: Distributor

Use Case: Improve supply consistency and pricing across a multi-country distribution network

‍

Background

FreshLine Distribution supplies foodservice clients, supermarkets, and institutional buyers across Morocco and neighboring West African markets. With a distribution fleet and cold-chain reach, their growth was being constrained by unreliable sourcing for core dry staples like basmati rice, sunflower oil, and canned tomato paste. Moving 6–8 containers/month across multiple destinations, their team needed a smarter, consolidated way to source, track, and plan purchases.

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Challenges Before Nowexo

  • Fragmented Supply Chain: Worked with different brokers and exporters in each origin — no coordination
  • Volatile Costs: Prices varied week to week, making it hard to price their downstream clients reliably
  • Admin Overload: Each order required back-and-forth on specs, tracking, and paperwork with no centralized system
  • Missed Growth: Couldn’t take on new institutional clients due to supplier uncertainty
  • Poor Freight Visibility: Delays weren’t communicated early, leading to missed SLAs with key buyers

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What We Did with Nowexo

  • Multi-SKU Consolidation: Sourced 3 products from 2 origins (India and Turkey) into a single order cycle
  • Side-by-Side Price Benchmarking: Provided landed cost comparisons and forward contract options
  • Documentation Assurance: Ensured all supplier docs matched Morocco and destination-country requirements
  • Live Shipment Visibility: Enabled tracking of 5 containers across 3 ports with milestone updates
  • Centralized Deal Flow: Integrated procurement, logistics, and finance workflows through Nowexo’s deal coordination support
  • Volume Planning Support: Used historical sales data to recommend order sizes and delivery intervals

‍

Results

  • Reduced procurement workload by 60%, freeing up logistics and ops staff
  • 12% average savings on rice and tomato paste over 3 months
  • Improved client SLA performance (on-time delivery rate rose from 82% → 96%)
  • Unlocked 2 new institutional clients due to supply predictability
  • Shifted 70% of buying onto forward contracts to manage cost volatility
  • Created scalable sourcing model for multi-market expansion

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Client Quote

"Nowexo gave us control across our sourcing — not just the price. It’s helped us win new clients, expand product lines, and buy with confidence."

— Logistics & Procurement Lead, FreshLine Distribution

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Loved by users

Nowexo has completely transformed our sourcing. We now reach premium, vetted suppliers without any subscription fees, and the live container tracking makes shipping stress-free!

Khalid Mansour
Processor

Nowexo gives us access to a broad network of quality suppliers, streamlining our operations. The hassle-free logistics and real-time tracking truly make a difference.

Amina Okafor
Wholesaler

Nowexo has made sourcing much easier. We’ve connected with vetted suppliers at competitive prices, and their hassle-free shipping ensures our goods arrive smoothly every time.

Omar Haddad
Food Manufacturer

Nowexo has helped our cooperative secure deals with serious buyers without the usual back-and-forth. With their global demand insights, we now know where to sell at the best prices, and their compliance support ensures we meet international trade requirements with ease.

Kwame Diallo
Cooperative Leader

Before Nowexo, finding reliable buyers was a struggle. Now, we connect directly with verified buyers who are ready to purchase, cutting out wasted time. Plus, their logistics support makes shipping effortless, so we can focus on farming instead of paperwork.

Aisha Khaldun
Agri-Producer

As a farmer, I used to spend too much time searching for buyers, but Nowexo changed that. Their platform brings serious buyers to me, and with their faster deal process, I get paid quicker. It’s a huge relief to sell without unnecessary delays.

Thabo Mugisha
Farmer

Nowexo has completely transformed our sourcing. We now reach premium, vetted suppliers without any subscription fees, and the live container tracking makes shipping stress-free!

Khalid Mansour
Processor

Nowexo gives us access to a broad network of quality suppliers, streamlining our operations. The hassle-free logistics and real-time tracking truly make a difference.

Amina Okafor
Wholesaler

Nowexo has made sourcing much easier. We’ve connected with vetted suppliers at competitive prices, and their hassle-free shipping ensures our goods arrive smoothly every time.

Omar Haddad
Food Manufacturer

Nowexo has helped our cooperative secure deals with serious buyers without the usual back-and-forth. With their global demand insights, we now know where to sell at the best prices, and their compliance support ensures we meet international trade requirements with ease.

Kwame Diallo
Cooperative Leader

Before Nowexo, finding reliable buyers was a struggle. Now, we connect directly with verified buyers who are ready to purchase, cutting out wasted time. Plus, their logistics support makes shipping effortless, so we can focus on farming instead of paperwork.

Aisha Khaldun
Agri-Producer

As a farmer, I used to spend too much time searching for buyers, but Nowexo changed that. Their platform brings serious buyers to me, and with their faster deal process, I get paid quicker. It’s a huge relief to sell without unnecessary delays.

Thabo Mugisha
Farmer
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