Let me tell you my story. I’m from Tezo, Kilifi County, about 10 km from Kilifi town. Sometimes, I buy one tomato for Ksh.10. On the best days, I’ve bought a single tomato for just Ksh.5.
For someone who doesn’t know the supply chain for agricultural produce, that may seem normal. However, a deeper look—or just a quick search on Google—reveals the truth. It’s shocking and a little terrifying.
In 2024, tomato prices in Kirinyaga dropped to Ksh.15 per kilogram. When a farmer sells that kilo for Ksh.15 to a middleman, the price in Kilifi jumps to around Ksh.70–100 per kilogram. That is a huge difference, and it shows how much profit is being captured by middlemen instead of the farmers who grew the tomatoes.
Imagine if I could check online and see a farmer in Kirinyaga selling tomatoes for Ksh.40 per kilogram. I would buy immediately. I would pay Ksh.30–50 less. At the same time, the farmer would earn Ksh.25 more, which is a 167% increase. This kind of win-win situation is exactly what online marketplaces could make possible.
It’s not as simple as it sounds. Many farmers in Kenya already use social media like WhatsApp, Facebook, Instagram, and TikTok to sell their produce. It works for some, but there are challenges that make it hard to scale and provide real value for both farmers and consumers.
Today, let’s focus on farmers online marketplaces, like Mkulima Young, Mkulima Bora, and Mkulima Online. These are different from social media platforms.
What can they do to help me buy 2 kg of tomatoes from Kilifi at a fair price while also ensuring that farmers earn more?
1. Logistics
Farmers often cannot sell to all individual buyers across the country because transporting small amounts of produce is expensive. If they try to deliver on their own, the cost may wipe out their profits. Middlemen solve this problem by collecting from many farmers and delivering to consumers, but they usually pay farmers very low prices.
Online marketplaces need a reliable logistics system to solve this problem. They can either build their own delivery network or partner with delivery companies. By solving this hurdle, marketplaces can help farmers sell at fair prices while making sure consumers still pay less than they would at the market.
2. Trust
Trust is one of the biggest challenges. No buyer wants to pay for goods that never arrive, and no farmer wants to deliver produce without being paid. Many online platforms in Kenya struggle because buyers and farmers are unsure whether the other party can be trusted.
Even though M-Pesa exists for safe payments, many buyers prefer to negotiate on WhatsApp. People feel more control and security when they can see and communicate directly with the seller. Platforms like Jumia show that trust can be built over time with consistent service and marketing, but it takes years and a big budget to convince buyers to feel safe using a platform.
3. Business Model
Another important challenge is the business model itself. Should online marketplaces sell directly to consumers or focus on mama mbogas? A B2B (business-to-business) model could actually be more effective.
In this approach, farmers sell at higher prices to the platform. The platform then sells to mama mbogas at lower prices than the middleman would charge. Finally, consumers get fresh produce at lower prices from the mama mbogas. This system ensures that everyone benefits: farmers earn more, mama mbogas pay less, and consumers get better prices.
Twiga Foods uses a similar model. They buy produce directly from farmers at fair prices and supply mama mbogas reliably. Even though they act like a large middleman, they are more predictable and less exploitative. Online marketplaces could adopt this strategy to create a fairer agricultural supply chain.
What Next?
Farmers online marketplaces can succeed if they solve logistics, trust, and business model challenges. Platforms that address these issues will empower farmers, reduce middlemen exploitation, and make fresh produce more affordable for consumers. In the future, these marketplaces could even help farmers export produce across Africa and the world.
Do you think online marketplaces can really help farmers escape middlemen?
I’d love to hear your thoughts in the comments.
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