Agriculture is the main activity in the Colombian economy. However, the primary producers; the farmers, since the very formation of the republic have faced numerous impediments to enter the sales chains and receive a barely fair price for their work. Experts say that producer families are tied to a vicious circle because they do not benefit from current market conditions. The prices of products are high for the end-user due to logistical inefficiency and over-intermediation.
There are many agents in the chain that do not generate value. In many opportunities, the farmer prefers to lose the harvest instead of paying the high costs of transport and intermediaries that can be higher than the same profit from the sale.
Waruwa was born as an alternative that directly connects fruit and vegetable farmers with restaurants, neighborhood stores, supermarkets and homes.
The study shows that the service has a solid structure, aligned with users’ needs and trends in Colombia. But, it has flaws when communicating your value proposition to customers.
The challenges to redesign the service begin trying to establish a brand identity that differentiates itself from the competition and generates the experience of bringing the countryside to Bogota homes.