Eliminate wastage by re-inventing markets

The current supply chain for most smallholder farmers is not efficient. Due to lack of market linkage support, smallholder farmers may experience more than 40% annual food wastage. In many emerging markets, the supply chain connects the smallholder farmer to the consumer through middlemen or large companies buying in bulk. Food production relies heavily on the buyer, rather than on consumer demand. As farmers have limited capital and technology, they are forced to rely heavily on their buyers (middlemen) to access the market. This causes an enormous amount of food wastage due to unsold produce. On the other hand, demand for food delivery in urban areas is rising with an increase in value in convenience. This solution would act as a reseller model, linking the farmer to the consumer, through a direct food delivery system. Without eliminating the middleman, this innovation would instead buy what the middleman does not want. Instead of saving perishable food once it has reached the market, this innovation saves food at the start of the supply chain.