Agricultural goods in Ghana, perhaps, have the longest chain of middlemen. There are a number of intermediaries in the market like the wholesalers, brokers, commission agents, retailers and so on. Thus, the high price paid by the consumer does not reach the grower. It’s pocketed only by the market intermediaries.
A digital marketplace for smallholder agribusinesses to either sell or buy. The platform allows farmers to make placements before maturity or harvesting of livestock, poultry, fish or crops. However, trained and certified FarmerCash Facilitators (FCFs) shall assist producers, growers and other potential customers who are not computer or smartphone savvy to submit ads for considerations. Moreover, FarmerCash shall take the digital marketing and advertising services to the doorsteps of agribusinesses through the engagement of FCFs who shall share ads of smallholders on Facebook immediately after placements to reach more potential customers.