In this edition of Farmer’s Inside Track, we meet the CEO and co-founder of HelloChoice, Grant Jacobs. We find out how their digital marketplace that connects fruit and vegetables direct from farm to buyer, benefits South Africa’s agricultural and food supply system.
Jacobs also shares more about the future of online agricultural marketplaces.
The agricultural bug bit him through a close friend, Graham Jarvie.
“I’ve been involved in various stages of business around systems, financing etc. But I am a newcomer in the agricultural space having joined it during the past five years. For many years, Graham has been talking about the challenges of farming, pricing, buying distribution, and logistics,” he says.
As part of the friendship, it was evident that both Jacobs and Jarvie had solutions to offer and wanted to solve the problems together. It inspired them to start HelloChoice.
Technology is the answer
Technology plays a crucial role in awareness of online platforms which makes it easier for you to know what’s happening in your business as a farmer or retailer, Jacobs explains.
He further adds that the agricultural value chain has its own set of complexities where different role players meet.
“When you talk about the agricultural food chain and some of the role players, there’s a lot of complexities involved, multiple plays, different products, and different seasons. And how do all these role players work effectively to rebate value for themselves and consumers? A lot of the answers lie within technology,” he says,
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