A family of farmers strives for a fair market for their products and those of local farmers without the intervention of intermediaries, who often lower purchase prices for producers and increase them for consumers.
Main results / outcomes
The family created an innovative online platform in a collaboration with local farmers and business companies that shortens local food supply chains. The platform is connecting about 250 employees at their workplaces with 50 local farmers through direct ordering. In addition to the online platform there is a physical farm shop that offers products of local farmers and where the farmers are the ultimate price-setters. “Private” farmers´ markets are also organized at local companies’ backyards, thus providing face-to-case connectedness between farmers and consumers.
The initiative seeks to benefit both producers and consumers. It has high potential for replicability in areas where a better connection between rural and peri-urban producers with consumers from the cities is needed. It shortens the geographical distance between the place of production and of consumption and allows higher freshness and quality of food for consumers. It could also be applied in cases where producers are looking for new marketing channels or when they are striving for a fair market for their produce. Practitioners can expect results that are not limited to a single act of exchange, but foster stable connections with local consumers, which in turn allows producers to rely on fair prices and regular income.