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MyJam operates an online marketplace dedicated to providing cultural groceries and authentic food items. The platform aggregates a diverse range of products from various international cuisines, offering a specialized selection that extends beyond mainstream supermarket offerings. It connects consumers with difficult-to-find ingredients and prepared foods, facilitating direct delivery across the UK and supporting a network of diverse grocers.
The company was founded by Moe Ghashim, incorporating in August 2018. Ghashim’s inspiration stemmed from his personal challenge as an immigrant in the UK, struggling to locate beloved cultural food items from his Syrian upbringing, specifically a specific rose jam. This personal insight underscored a significant unmet need within the broader consumer market for accessible ethnic foodstuffs.
MyJam primarily serves consumers seeking specific cultural ingredients and products, often catering to diaspora communities and culinary enthusiasts. The company’s long-term vision centers on expanding its reach to become the preeminent online destination for authentic cultural food, simultaneously empowering smaller, specialized grocers to broaden their customer base through digital channels.
MyJam has raised $2.0M across 1 funding round.
MyJam has raised $2.0M in total across 1 funding round.
MyJam has raised $2.0M in total across 1 funding round.
MyJam's investors include 83North, Algebra Ventures, Metaplanet, Scrum Ventures, SOSV, Julian Dames.
MyJam has raised $2.0M across 1 funding round. Most recently, it raised $2.0M Seed in May 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| May 1, 2022 | $2M Seed | — | 83North, Algebra Ventures, Metaplanet, Scrum Ventures, SOSV, Julian Dames | Announced |
# MyJam: A Cultural Food Marketplace, Not a Technology Company
MyJam is not primarily a technology company, despite having a digital platform. It is a cultural food marketplace that operates in the grocery and food delivery sector.[2] The distinction is important: while MyJam uses technology as an enabler, its core business is connecting customers with specialty and cultural food products from independent local grocers and cultural chefs.
MyJam is a London-based marketplace designed to solve a specific consumer pain point: the difficulty of sourcing authentic cultural and specialty food ingredients.[3] The platform allows customers to order fresh produce, pantry staples, and chef-made meals from cuisines including Egyptian, Moroccan, Iranian, Indian, Pakistani, and Middle Eastern traditions—products that are typically unavailable in Western supermarkets or mainstream food delivery platforms.[2][3]
The company serves food enthusiasts seeking cultural diversity and independent local grocers looking for new distribution channels. By connecting these two groups, MyJam addresses an underserved market segment that mainstream food delivery platforms have overlooked. The business model involves partnering with local grocers and small businesses, offering customers a 15-20% discount while maintaining profitability through its own margin.[2]
MyJam was founded in 2019 by Moe Ghashim, a Syrian founder with a clear mission: to empower smaller grocers while making culturally diverse foods accessible to broader audiences.[2][3] The company was formerly known as Keybee before rebranding to MyJam.[2]
Ghashim's insight emerged from observing the fragmentation in the UK grocery market. He recognized that while numerous independent grocers existed across the country, they lacked efficient distribution channels to reach customers seeking their products. Early on, building trust with local shop owners proved challenging without demonstrable metrics.[2] However, the COVID-19 pandemic became a turning point, dramatically increasing demand for food delivery services and validating the business model.[2]
The company secured $2.4 million in pre-seed funding, with backing from notable investors including an ex-JustEat CEO, signaling confidence in the marketplace's potential.[3] By Q1 2022, MyJam had delivered 20,000 products, representing 180% quarter-over-quarter growth, with popular items including Egyptian Rumi Cheese, Jordanian Courgette, and Algerian Merguez.[3]
MyJam reflects a broader trend toward niche, community-driven commerce and the recognition that one-size-fits-all platforms leave significant market gaps. The company rides the wave of increasing consumer interest in food authenticity and cultural diversity, particularly among urban populations seeking to explore cuisines beyond Western staples.[3]
The timing is significant: as mainstream food delivery platforms face saturation and margin pressure, specialized marketplaces targeting underserved communities represent a more defensible business model. MyJam's approach also aligns with growing support for small businesses and local economies, making it appealing to socially conscious consumers and investors.[3]
MyJam's future depends on scaling its grocer network while maintaining the trust and quality that define its brand. The company's current stage (pre-seed, as of the last funding round three years ago) suggests it is still in early growth, with significant runway ahead if it can expand beyond London into other UK cities and potentially international markets with large diaspora communities.[2]
The broader opportunity lies in recognizing that food delivery is not monolithic—specialized platforms serving specific cultural communities may ultimately prove more sustainable than generalist competitors. MyJam's success will hinge on whether it can build a defensible network of local suppliers and loyal customers before larger platforms attempt to replicate its model.
