Ojay Greene aggregates and purchases produce from smallholder farmers for resale in high-value urban supermarkets/restaurants. The innovation in the model is that: i) It allows for supermarkets/restaurants in urban areas to provide high-quality produce to previously under served urban areas. ii) It also allows smallholder farmers to benefit from better prices and access to higher value markets. It addresses poverty among smallholder farmers & supply problems in under served urban markets
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