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Transparent and Collaborative Market Enabling and encouraging conscious consumption and production with open and accurate information.

We visualize a movement of customers, producers and retailers collaborating openly to improve the satisfactions of our needs.

Photo of Miguel Novik
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Lead Applicant Organization Name

Achi Yakov Super Market Legal Registration Number : 025134255 Annual Sales (including subsidized deliveries): 700 M US dollars.

Lead Applicant Organization Type

  • Small company (under 50 employees)

If part of a multi-stakeholder entity (i.e. team), provide the names of other organizations and types of stakeholders collaborating with you.

In Israel: City Tree In Sri Lanka :

Website of Legally Registered Entity (not active one)

How long have you / your team been working on this Vision?

  • 1-3 years

Lead Applicant: In what city or town are you located?

Kochav Yaakov, Israel

Lead Applicant: In what country are you located?


Your Selected Place: what’s the name of the Place you’re developing a Vision for?


What country is your selected Place located in?


Describe your relationship to the place you’ve selected.

We live here. We work here. We want to work and buy from companies not oriented to money profit maximizations. Israel has an strong background where ¨love your neighbor as yourself¨ and ¨ you are responsible for the community¨ are with in the aspirations of our culture. The Future Vision of a collaborative and transparent food market fits perfect in our religious teachings.

Describe the People and Place: Provide information that would be helpful for an outsider who has never been there and may have no context about this Place to better understand the area.

Kochav Yaakov, Israel is a religious neighborhood with more that 8.000 people. Many of them are focused on the studying of Jewish sources, leaving little time and fiscal efforts to traditional remunerated works, so the average income is low comparing to other Israeli areas.

For our people it will be great to encourage and give loyalty to those producers that aim to give ¨good products¨ at a better and fair prices for the whole community and planet.

But this is an starting point. Our Community Supermarket Achi Yaakov will be the first Associated Retailer to the Collaborative and Transparent Market open platform.

Challenges: Describe the current (2020) and the future (2050) challenges that your food system faces.

Today, as a community supermarket, we are providing food products at a low price, and also we provide subsidized food baskets to needy families with a group of volunteers. But we have ¨to fight¨ under the traditional business dynamic to get good prices and sales conditions from our suppliers.

We are totally oriented to the wellbeing of the community , and we just want to gather other retailers, producers and people in general that are also focused on our community wellbeing, not in money maximization.

We believe that all retailers and producers that are focused in the community wellbeing should be willing to provide openly, on the web, the sales, financial and operational statement. We also have to provide, openly to the whole food community, concrete information that prove that we prioritize people and planet in our decision making. We will use the Good Market´s Curation Process (Sri Lanka) to ensure and oriented our ¨community wellbeing definition¨. (

This project will allow us to merge and publish all our data of sales, correlated with products and producer information, and providing useful information to the people (customers), we give them the power to change the whole food system if they decide to buy from those companies that goes into our Curation Process.  In our Transparent and Collaborative Market web page will become clear the market share of each company, correlated with the topics of their Curation Process.

This web page will merge all the information of retailers and producers that aim to build a new Food production System,  not only our Achi Yaakov supermarket.

To generate a ¨real movement¨ to build a Regenerative and Nourishing Food production and commercial system, we think that we  must generate a real collaboration system between companies and customers, in order achieve concrete improvements. We believe that all the information that we merge should also easily highlight the best production methods and best customer satisfaction rates, in order to facilitate a rapid spread of  such good practices to the entire industry. To accomplish this, we provide a Set of Rules for Collaboration (, that allows everybody to propose tasks that help to improve products, decrease productions costs or improve our Curation Process. These tasks should be paid. The set of Rules provides concrete mechanisms to share the power of decisions to ensure independence and transparency in the collaboration process, and ensure a clear comprehension of the costs and benefits of each task accomplished.

All the achievements of these tasks should be clearly visualized in our Transparent and Collaborative Market web page, either in the improvement of the quality of the information that we provide, or among the sales, and other production and administrative practices,  of the producers that participate on our Curation Process and share data.

Address the Challenges: Describe how your Vision will address the challenges described in the previous question.

Our starting point is Global Market project

1.- To set up clearly the Set of Rules environment. We need enable group decisions tools and project management tools so everybody can start collaborating with us. (The tools could be  and but we haven't talked with them yet).

2.- Build our Transparent and Collaborative Market webpage platform that will show our sales data correlated with our Curation Process (Community Targets)

3.- Make open community presentations to our customers in order to allow us to publish their purchase data (keeping their personal privacy),  and teach them how to use our information that allows them to create a Regenerative and Nourishing food system every time they buy to companies that prove that they are ¨good for people and planet¨.

4.- Explain the Set of Rules for collaboration and teach people how to work on this.

5.- Using the Set of  Rules for Collaboration people could propose tasks to bring producers to become members, participate in the Curation Process and start collaborating for the people and planet.  It means that promotion and advertising process of our platform becomes a completely transparent process in terms of the proposed activities, their costs and achievements. 

6. - Create credibility based on empirical data and open exchange of information; To achieve this, we will  use  mechanisms like The participatory Guarantee System that Good market use for organic farming certification. (

7.- Prove our success according to the increasing sales volume and the quantities of organizations proving they are building a food system ¨good for people and planet¨

High Level Vision: With these challenges addressed, now provide a high level description of how the Place and the lives of its People will be different than they are now.

The participating members of this food market collaboration agreement will feel empowered that their feedback and ultimately purchasing decision is driving prosocial production behavior of the producers they purchase from. Members will be able to witness the concrete effects of their collective participation on the food they eat. The system harmonizes the consumer incentives with producer incentives to create a more inclusive, democratic and regenerative form of food production. Total consumer sales information is shared with producers, who will use this feedback to develop products and processes that are responsive to consumers, and producer production information is shared with consumers so that they can choose the best producer. In this way, the agreement will incentify producers to strive towards of the triple bottom line of people, planet and profit.

Full Vision: How do you describe your Vision for a regenerative and nourishing food future for your Place and People for 2050?

On this project we create a regenerative and nourishing food system enabling:

1.-  Transparent and open collaboration.

2.-  Independently validated information that demonstrates the producers commitment to wellbeing of people and planet.

This is accomplished by empowering consumers to become prosumers, and use their purchasing decision to influence prosocial producer behavior.

Both consumer and producer awareness will increase if independently validated information about the food and its production process and costs are transparently shared. Increased sales will demonstrate the effectiveness of the system to producers and encourage more participation.

The goal of this project is to create a paradigm shift to a new, collaborative food marketplace that is not driven by profit maximization alone. Rather, it demonstrates that a food ecosystem where customer information play a critical role in driving producer decisions. It demonstrates to producers that transparency in all aspects of their business, including, responsiveness to customer, pesticide usage, ecological footprint, carbon footprint, supply chain, price-setting, profits and wages results in improved sales and other non-tangible wellbeing indicators.

We create a real free and open market that evidence the effects of our consumption decisions.

How did you hear about the Food System Vision Prize?

  • Email

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Join the conversation:

Photo of Thu Nguyen

Hi Miguel Novik 

Welcome to the Food Vision Prize community!

For the last hours before the deadline, make sure you have reviewed your final submission through the Pocket Guide to support you through the final hours of wrapping up your submission. This will give you the most important bullet points to keep in mind to successfully submit your Vision.
Here is the link to the pocket guide:

Look forward to seeing your submission finalised by 31st January, 5:00 pm EST :)