For small and marginal farmers, the marketing of their products is the main problem apart from credit and extension. The challenge also lies in organizing the small and marginal farmers for marketing and linking them to high-value agriculture.

Using agritech as a model to assist startups run mobile-based B2B food supply platform that supplies farm produce sourced from farmers in rural Kenya to small- and medium-sized vendors, outlets and kiosks in the urban centres. The mobile-based cashless platform allows to offer higher prices and a guaranteed market to farmers, and lower prices and a reliable supply to vendors. It also helps to reduce post-harvest losses and waste as it matches demand with supply. Consumers also benefit as they are able to buy fresher products at lower prices thanks to a more efficient supply chain.