Two of the most recurring problems for small farmers are, on the one hand, the difficulty of getting their products to big cities in a timely manner and, on the other, the great fluctuation of prices, which generates a situation of uncertainty. For this reason, different technological platforms have emerged in the country, seeking to alleviate some of the difficulties of these producers by connecting their products with urban consumers.

On the importance of this work, Fabián Gómez, founder of the Frubana technology platform, stated that “connecting the countryside and the city helps to align supply and demand, have less waste and more stable prices. Also, farmers are more certain of the quantities and prices of what they are going to sell, which is not the case in traditional markets.”

That is, precisely, Frubana’s bet that, through its own machine learning software, predicts the supply and demand of each fruit and vegetable in the cities in which they operate. They share this collected data with producers, to help them know in advance the needs of urban markets, to reduce the amount of products that will not be consumed. Thus, Frubana buys only the products they need, so they do not maintain large inventories and reduce waste.

With this, the company seeks to reduce the costs of these foods for the restaurants they serve in the three countries in which it operates, connecting them directly with local producers and farmers. The latter, for their part, have received greater inclusion in the financial system, to the extent that 95% of payments are electronic, and more stable and favorable income, which improves their quality of life and their productive capacity.

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The mechanism, explains Gómez, has led to “our waste figure for fruits and vegetables being 4% or 5%, compared to 58% that this industry is currently wasting in Colombia.”

Since its founding in 2018, the company has served more than 12,000 restaurants, generated more than 8,000 jobs, and sells 2,100 tons of food monthly.

But, this is not the application that helps farmers, then we present four more app options that allow you to market food with supermarkets, restaurants and stores.


Mucho is an application that seeks, through the idea of ​​a personalized market, to connect urban dwellers with fresh, unusual food from hard-to-reach parts of the country harvested by small producers.


Frubana is a technological platform that, through an application to sell to restaurants in cities, helps facilitate negotiations between them and fruit and vegetable producers, providing logistics and forecasting demand.


Koshcampo is a digital application specialized in the commercialization of food with kosher certification. The company only harvests what its customers ask them, through its website. Use responsible and certified crops of small farmers.


ComproAgro is an enterprise that eliminates part of the intermediation chain in the process of buying and selling agricultural products through a web platform, thus promoting direct marketing between farmers and consumers.


Waruwa is a technological platform that distributes fruits and vegetables for restaurants, neighborhood stores and supermarkets, connecting farmers and transporters to bring products directly to customers at the best price.