Finding a buyer is only half the journey
A deal isn't done when two people agree on a price. Getting produce from the farm to the buyer is the other half - and it's where too many sales fall apart.
By FarmPlace Team
The sale isn't the finish line
Imagine you're a farmer. You've spent months growing your crops, and finally, you've found someone willing to buy your produce.
There's just one problem. How do you get it there?
Who has a suitable vehicle? How much will transport cost? Will the produce arrive on time?
And after accounting for all these expenses, how much of the sale will actually remain in your pocket?
A deal is only half done
Finding a buyer is important. But a deal isn't complete simply because two people agree on a price.
The connection between the farm and the buyer matters just as much. When farmers, buyers and transport providers operate in disconnected networks, coordinating a simple transaction becomes unnecessarily difficult - and invites vicious middlemen into the gap.
Looking at the entire journey
At FarmPlace, we're working towards a more connected agricultural marketplace - a space where finding produce, finding buyers and connecting with transport providers can all happen in one place.
Because improving market access means looking at the entire journey, not just the sale.
As we prepare for our first pilot in Zimbabwe, this is another challenge we're thinking about.
Farmers and produce buyers: what's the biggest transport challenge you face? Is it finding a vehicle, the cost of transport, or getting produce delivered on time?
Ready to skip the middleman?
Buy direct from local farmers, or sell to buyers who found you. Free on iOS and Android.
