A revolutionary digital platform is directly connecting smallholder farmers in Kenya with urban consumers, restaurants, and retailers, dramatically reducing food waste and increasing farmer incomes. The mobile-based service allows farmers to list their available produce—from kale and tomatoes to avocados and eggs—with real-time pricing, while buyers in cities can browse, order, and pay for fresh goods directly through the app. This disintermediation of the traditional agricultural supply chain is eliminating multiple layers of brokers and market fees, ensuring farmers receive a significantly larger share of the final consumer price while providing urban customers with fresher, more affordable produce.
The operational model creates efficiency at every stage of the value chain. Farmers receive accurate demand forecasts through the platform, enabling them to harvest according to actual orders rather than speculation. Once orders are placed, the platform’s logistics system coordinates collection from multiple small farms and delivers directly to customers via a network of refrigerated vehicles. This just-in-time approach has reduced post-harvest losses from an average of 30% to under 5% for participating farmers. For buyers—particularly restaurants and hotels with consistent quality requirements—the platform provides unprecedented traceability and quality assurance, with some even able to specify produce from particular farms or regions known for superior flavor profiles.
The long-term impact of this digital transformation extends beyond immediate economic benefits to broader agricultural sustainability. The platform is increasingly incorporating climate-smart farming data, helping farmers adapt to changing weather patterns by suggesting optimal planting times and crop varieties. As the user base grows, the aggregated data provides invaluable insights into consumption patterns, price trends, and potential surplus, enabling better national food security planning. This farm-to-table digital bridge is not only creating a more equitable and efficient food system but is also building climate resilience by reducing waste, optimizing resource use, and strengthening the connection between those who grow Kenya’s food and those who consume it.