Growing food isn't the whole challenge

The hardest question comes last

A farmer can spend months pouring everything into a crop, only to reach harvest and ask the most stressful question in agriculture: who is going to buy it?

Think about the sheer amount of work, risk, and capital required to produce food. Land preparation, securing inputs, irrigation, pest control, and endless hours of labour.

Yet, after checking all those boxes, harvest day arrives and the buyers are nowhere to be found.

A strange disconnect

Finding the right market shouldn't be this difficult.

Today, we see a strange disconnect in our food systems: local farmers are struggling to find customers, while buyers only a few kilometres away are actively searching for the exact produce being grown.

Supply and demand are right next to each other, but they are completely blind to one another.

Change the timeline

What if we changed the timeline?

Instead of waiting for harvest to look for a market, what if farmers could showcase their crops early on?

Giving buyers real-time visibility into upcoming supply allows meaningful connections to start months before the first crop is even picked.

What we're building

Bridging this gap is exactly what we are building with FarmPlace.

We believe agricultural markets must work better for the people who feed us, and connecting production to real, verifiable demand is the ultimate place to start.

As we prepare for our first pilot in Zimbabwe, this market gap is a challenge we want to solve alongside you.

Farmers, we want to hear from you: what has been the bigger hurdle for your business - growing a quality crop, or securing a reliable buyer?