Fresh At Heart chief operating officer and co-founder Joel Chong (left) says the investment will help fuel the company’s ambition to deepen its reach to users, particularly to Malaysia’s major cities where consumers do not necessarily have direct access to the freshest produce. (Pic by Ata Plus Sdn Bhd)

KUALA LUMPUR: Fresh At Heart, a Pontian-based online fresh food retailer, has secured RM1.15 million from 22 individual investors through its equity crowdfunding (ECF) round on Ata Plus platform.

This overshot Fresh At Heart’s target by 143 per cent.

The company said in a statement that the funds would be channelled towards expanding its offline presence in urban areas and increasing marketing efforts as it set out to expand nationwide.

“This investment will help fuel our ambition to deepen our reach to users, particularly to Malaysia’s major cities where consumers do not necessarily have direct access to the freshest produce,” said Joel Chong, chief operating officer and co-founder of Fresh At Heart.

“We’re used to having digital services simplify other aspects of our lives, and consumers are now turning to Fresh At Heart as their go-to solution for eating safely and healthily,” Joel added.

Founded in 2016 by Eddie Goh and Chong, Fresh At Heart aims to become the go-to stop for fresh, naturally-sourced food.

By eliminating the supply chain between fresh food producers and end-consumers and working directly with local producers, Fresh At Heart provides a channel for urban consumers to receive fresh food direct from the producers.