Fruitfal’s founder Viresh Prashar has set himself the task of tackling a vital issue: how to make smallholdings economically viable by putting their owners directly in contact with the end consumers of their produce via a digital marketplace.
In India, where Fruitfal first started operating three years ago, production is highly fragmented and major retail chains are almost non-existent. Producers are faced with the uncertainties of a demand they cannot control and cannot anticipate in order to better organize themselves and therefore bear all the risk. The platform has allowed small producers to connect with small distributors, providing a better structure for the market.
In France, where Viresh lives part of the year and a country that accounts for 30% of European agricultural production, the large retailers are long-established, with well-organized logistics chains. On the other hand, the 350,000 smaller farmers who cannot provide the minimum quantities required to supply retail chains are reliant on highly fragmented local markets and have a fragile relationship with the end consumer. A marketplace that would bring together consumers such as schools, restaurants, hospitals and other B2B-type purchasing networks would allow these smaller producers to anticipate demand, negotiate prices and terms and sort out delivery specifics in advance – in short, to sell more and on better terms to a regular and structured market.