eJaby: How a Marketplace for Surplus Became a Winner of ‘Future 100 Company UAE’ with Meydan Free Zone
September 29, 2025
September 29, 2025
Some startups are born from billion-dollar brainstorms. eJaby? It was born from a simple “no.”
After 18 years in corporate boardrooms across Japan, the UK, and Spain, Maxim Haartsen moved to Dubai searching for something meaningful. One evening, at a restaurant, he noticed trays of untouched food being dumped. He asked if he could buy it. The waiter shook his head: not allowed.
Perfectly good food, straight to the bin.
That was the moment Maxim knew he’d found his problem to solve. Alongside his wife and co-founder Menna Shahin, a pharmacist-turned-entrepreneur, he launched eJaby: a digital marketplace rescuing premium “overproduction” stock and delivering it straight to households at up to 50% off.
“Every time someone shops on eJaby, they’re not just saving money. They’re literally saving food from waste and cutting CO₂,” Maxim says.
Launched in Egypt and then scaled to the UAE in 2023, eJaby is now one of the region’s boldest sustainability-first grocery platforms and is already plotting its next big move into Saudi Arabia.
A Brand with Bite
The name “eJaby” reflects agility, adaptability, and purpose: to make premium, sustainable living accessible without waste. Its mission is simple: Revolutionise shopping by delivering premium-quality products directly from suppliers, while making a measurable impact on people and the planet.
That purpose is measurable. So far, eJaby users have:
- Saved more than 200,000 meals across the MENA region.
- Cut over 500 tons of CO₂ emissions by keeping surplus in circulation.
This isn’t about dented cans or sad leftovers. Shoppers find restaurant-grade Wagyu beef, organic kids’ snacks, fitness supplements, and premium beauty products, the kind of stuff you’d expect at luxury prices, only here it’s half-off and months away from expiry.
Business Model and Team
eJaby skips the supermarket altogether. Instead, it plugs directly into distributor warehouses, where the biggest waste happens. When retailers reject stock with less than 50% of its shelf life left, distributors are stuck with full shipments.
That’s where eJaby steps in:
- Distributor uploads surplus to the app.
- Customers shop premium stock at discounts up to 50%.
- Warehouses pick & pack directly.
- Partner couriers deliver next day.
No stockpiling. No dodgy shortcuts. Just surplus turned into savings.
Distributors handle storage in ambient, chilled, or frozen facilities. Logistics are managed through five integrated delivery partners, ensuring every order placed on the eJaby app is picked, packed, and delivered seamlessly the next day.
“Our customers don’t feel like they’re buying leftovers. They feel like they’re getting luxury for less, and they’re proud to be part of the solution,” Maxim says.
The team is lean and impact-driven:
- Maxim Haartsen – Co-founder, Strategy & Growth
- Menna Shahin - Co-founder
- CX & Ops Teams – Egypt-based
The First 90 Days
On 11 July 2023, eJaby secured its first license, covering Web Portals, E-commerce, and related activities, the perfect mix to power a digital marketplace.
What could have been a complex, drawn-out process was instead smooth, fast, and convenient. With Meydan Free Zone’s digital setup, the founders had their approvals in place without delays, giving them freedom to immediately focus on building the app, onboarding distributors, and shaping their customer journey.
Meydan Free Zone’s role was vital:
- Aligned licensing with the business model (digital marketplace + online retail).
- Removed compliance barriers, so Maxim and Menna didn’t lose momentum.
- Gave instant credibility with a Free Zone license trusted by suppliers and partners.
“Convincing old-school warehouses to try our e-commerce model took six months,” Maxim recalls. “But because Meydan made the setup seamless, we could dedicate all our energy to proving the model instead of fighting paperwork.”
From day one, Meydan Free Zone wasn’t just a license provider, it was the launch partner that made eJaby’s entry into the UAE market possible.
Compliance, Renewal, and Trust
In a crowded e-commerce market, credibility matters. With Meydan Free Zone, eJaby gained not only the right license but also the compliance framework to build trust with distributors, partners, and investors.
“Convenience was the main reason we chose Meydan. We’ve never had an issue, and that reliability has been powerful in building trust,” Maxim says.
That trust has translated into commitment: in July 2025, eJaby renewed its license for another two years. The renewal reflects how well the setup has worked and the ongoing benefits:
- Continuity and stability in operations.
- Confidence for investors and partners knowing the business is future-ready.
- Peace of mind with compliance handled, allowing focus on scaling.
For eJaby, the renewal wasn’t just a formality, it was proof that Meydan Free Zone’s advantages go beyond launch and extend into long-term growth.
From Meydan Free Zone to Future 100 Recognition
Here’s where the story gets even bigger.
What started with a Meydan Free Zone Web Portals license in July 2023 has grown into national recognition. eJaby was officially named one of the Future 100 Companies UAE, a joint initiative between the Ministry of Economy and the Office of Government Development and the Future, celebrating the top startups driving the country’s future economy.
For eJaby, this means:
- The prestigious Future 100 Label.
- Direct access to investors, regulators, and policymakers.
- High-profile exposure across the UAE.
- Support from incubators, accelerators, and academic partners.
“Being named to the Future 100 isn’t just a badge, it’s proof that our mission to cut food waste while saving families money is central to the UAE’s future economy,” Maxim says.
Sustainability at the Core
Sustainability isn’t a side project for eJaby, it is the business model. By offering “over production” products, the company reduces food waste, helps families save nearly half of their grocery budget, and tracks environmental impact in real time.
Every purchase offset waste that would otherwise be dumped or liquidated at AED 1/kg. The app even shows customers their personal CO₂ savings for each order, making impact measurable. Sustainability becomes personal and rewarding.
“We’ve proven that sustainability and profitability can grow side by side. Every delivery we make is proof that waste is optional,” says Maxim.
Impact & Achievements
In just two years, eJaby has built credibility few startups achieve so quickly:
- First paying customer within 3–4 weeks of launch.
- 350,000 registered users in from earlier iterations in Egypt.
- Future 100 recognition in the UAE – proof of national impact.
- Featured as Apple’s App of the Month (MENA) in April, leading to a personal meeting with CEO Tim Cook.
These milestones show eJaby is more than an app, it’s a sustainability-first innovator driving impact across the region.
Looking Ahead
eJaby’s next chapter is focused on scale and diversification. The company is preparing to enter Saudi Arabia, opening up a major new market in the region. At the same time, it is building B2B channels with hotels and restaurants, creating a second growth engine alongside its direct-to-consumer model. The roadmap also includes expanding into supplements and beauty, two fast-growing categories where surplus is common, and forming partnerships with external marketplaces to reach even more households across the GCC.
For Maxim, none of this momentum would have been possible without the right launchpad. “Meydan Free Zone gave us the convenience to launch fast and grow with confidence. Our license isn’t just paperwork, it’s the foundation of eJaby’s mission to save food, cut emissions, and make sustainability mainstream,” he says.
