Vegetables and fruits reach consumers after passing through distributors, transporters and collectors. Urban shops are not recognizable to consumers and rural collectors are not to farmers. It is fragmented, long and disorganized. I am working to change that. Azmera is creating brand loyalty on the side of buyers and farmers by organizing all retailers and collectors into SINGLE BRAND shops. Retailers and collectors are equipped with communication technologies; and are connected to our central database so they view and compare product prices, quality and standards across the supply chain. Transactions are secured quickly and product flow throughout the chain and reach markets faster, cheaper and healthy. Farmers in addition to wider markets, gain additional benefits such as market information services, trading history, fair-scaling and prompt payment from our certified rural sourcing agents. Trading history is like credit worthiness.