Improve the livelihoods of the smallholder farmers
In Kenya, 80% of produce sold in supermarkets comes from only 5% of the country’s growers. Rural small-scale farmers cannot compete with larger producers because they lack the capital to transport and market their produce to more lucrative urban markets. This limits smallholder farmers to supplying informal markets; they are often forced to sell their produce to local brokers, or in open-air markets and kiosks, where they are typically paid below-market prices. Ojay Greene was formed to tackle this problem by producing and aggregating fresh produce from local farmers to sell directly to urban supermarkets.
SOME KEY POINTS
For local farmers who break the dependency chains with intermediaries and informal markets.