OJAY GREEN

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 products to more lucrative urban areas.

This limits smallholder farmers from 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. We were commissioned to produce a short film for Ojay Greene to tackle this problem by creating and aggregating fresh produce from local farmers to sell directly to urban supermarkets.