Farmer's Fresh Zone is directly pipelining farmers to customers

Pradeep came from a family of farmers in Kerala, and had witnessed the hardships of agricultural life firsthand.

He saw that some of his family members were finding it difficult to sell their produce at a reasonable price. Pradeep also realised there was a need for a marketplace to sell agriculture produce.

“We did well as farmers as the production was high, but failed while selling it to the markets. Only if we earn some money, we could call it successful,” says Pradeep.

This prompted Pradeep to explore the ecommerce route to market the agricultural produce, and thus he founded Farmers Fresh Zone in 2015.

Kochi-based FarmersFZ is an online marketplace that is helping farmers sell pesticide-free vegetables and fruits directly to customers without the intervention of middlemen, and thereby ensuring a reasonable price for their produce. Today, the startup claims to have a network of around 1,200 farmers.

Currently, farmers from Thrissur, Idukki, Pathanamthitta, Palakkad, and Wayanad are part of the network.

After completing his BTech from the University of Calicut, Pradeep researched on the actual issue facing farmers in the agricultural sector. Some of the problems he identified was that small scale farmers did not get the intended price for their products in the market.

“Even if they have to get the right price, they will have to go behind the merchants. They don’t even get receipts for the items sold,” explains Pradeep.

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