Rasheed "Reed" Costa
BRC Procurements — Barriers Redefined by Costa — is an international brokerage that puts hydroponic technology within reach of the farms that need it most. Operating between the factories of Asia and Europe and the growers of North Africa and the Arabian Peninsula, BRC negotiates factory-direct pricing, manages quality and freight, and clears the certification hurdles that keep world-class equipment out of arid-zone agriculture.
Reed is an Australian-born businessman who cut his teeth as a middleman in the digital economy — brokering deals for ticketing platforms and payment-processing services, where margins are thin, trust is everything, and the intermediary earns his place by making both sides better off. That discipline now drives BRC.
The switch to hydroponics is personal. As an African of Cape Verdean heritage — islands that know drought and dry soil intimately — Reed founded BRC as a passion project with a commercial edge: to bring African and Arabian farms the best deals in hydroponic machinery, so that geography is no longer the barrier between arid land and abundant harvests.