Sal da Terra: What can we learn from Uber, Spotify, Amazon, Arbnb, 5th Floor?
To guarantee food security, reduce food waste and develop sustainable agriculture it is necessary TO ELIMINATE AMBITIOUS INTERMEDIARY.
Lead Applicant Organization Name
Quintal da Coruja
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.
Kenzo Silotti Watanabe (my son)
How long have you / your team been working on this Vision?
Lead Applicant: In what city or town are you located?
Mogi das Cruzes
Lead Applicant: In what country are you located?
Your Selected Place: what’s the name of the Place you’re developing a Vision for?
Metropolitan Region of São Paulo, with 21.5 million inhabitants, 39 municipalities in the state of São Paulo and almost 8 thousand km².
What country is your selected Place located in?
Describe your relationship to the place you’ve selected.
I am a woman and a small farmer, householder, I am 53 years old, I was born, lived and worked all my life in the Metropolitan Region of São Paulo.
Here is the LARGEST economic center in Latin America, however, it has no sovereignty in the production of fresh food - which compromises the quality, price, health and food security of people in the region, similar to what occurs in several regions of the world.
I am a small farmer in Mogi das Cruzes - SP, and I can say that in rural areas, we suffer from real estate speculation, lack of basic sanitation and public services.
We are discouraged from continuing to produce and, certainly, our children will not continue our efforts.
I have a lettuce production ONLY 60 km from the São Paulo - SP and, like many other producers, I don't have a public sanitation service, I had to buy my own septic tank. I don't have a courier service, we travel 30 km of dirt road full of holes to be able to deliver fresh goods daily. Production, labor and logistics costs are very high.
We are required to pay the driver the same salary as a Coca Cola driver.
Despite having all the documentation and license of the farm (which is very difficult to obtain), I am almost an exception, practicing sustainability, I cannot register in supermarkets, being at the mercy of intermediaries, who pay 3 to 6 months later. In supermarket gondolas, our products are sold for more than 300% of the amount paid to producers.
"Large supermarkets fed with inequality and suffering in food supply chains" - Oxfam launches a global study that reveals how major retailers contribute to low wages and poor working conditions - 06/20/2018 - https://oxfam.org.br/noticias/grandes-supermercados-alimentam-a-desigualdade-e-sofrimento-nas-cadeias-de-fornecedores-de-alimentos/
A VICIOUS CIRCLE THAT NEEDS TO BE BROKEN.
I ask for help on behalf of small farmers.
That's why I study every day for a solution and I'm here at OpenIDEO.
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.
These are the biggest difficulties for small farmers in Brazil:
* They are located far from the consumer market;
* They almost always plant 2-3 different crops;
* Logistics and Commercialization are the biggest bottlenecks / biggest difficulties;
* Has no purchasing power for inputs; they pay dearly by buying at the nearest retailer; are dependent on agronomists from resellers;
* They have a highly polluting fleet / old vehicles, which are very expensive to maintain;
* They do not have skills in managing production / property costs;
* Has difficulty leaving the property;
* They are misguided and discouraged in the face of so many difficulties: climatic, bureaucratic, fiscal, logistical, commercial, lack of rural security and infrastructure and, worse family succession;
* They are targets for real estate speculation;
* They are targets for theft of water pumps, equipment and electric power wires;
* Most have no basic sanitation, no courier service or garbage collection;
* They pollute the environment, as there is no selective garbage collection, they throw batteries, light bulbs, agrochemical packages on the ground (on my farm I have to travel 50 km to properly dispose of pesticide packaging).
* They cannot leave the farm to receive technical training;
* In Brazil, basic sanitation in rural areas is only 7.4%;
* To have access to rural credit I need to have many documents and licenses (more than 20), such as, for example, water use license;
* Suffer at the hands of intermediaries;
* Suffer from non-payment;
* As they sell to middlemen, vegetables take time to arrive at supermarkets. This is the main problem of waste in supermarkets
The waste in supermarkets in Brazil, according to ABRAS - Brazilian Association of Supermarkets - was R$ 1.6 billion in 2018.
Food waste damages the environment and, according to FAO, reduces contributions to combat climate change, spending on land, inputs, fertilizers, deforestation, transportation, fuel, energy and oil for the production of machinery.
“Small producers play a fundamental role in food security, job creation and serving the domestic market” Ministry of Agriculture of Brazil - Tereza Cristina, 2019.
As a small farmer I say: It's true. We need to structure ourselves into cooperatives.
“Cooperatives can be the only solution to the difficulties of small family farmers” Ministry of Agriculture of Brazil Tereza Cristina, 2019
In Brazil, there are only about 1600 agricultural cooperatives. The lack of a culture of cooperativism, bureaucracy and resources, in addition to management capacity and transparency, makes it difficult to form Cooperatives in Brazil. They are even formed, but do not progress, as they do not have management, logistics and etc. tools to compete with the big distributors.
According to the UN secretary general, Ban Ki-moon, “how cooperatives play an important role in many societies. We believe that they can contribute to the Sustainable Development Goals (SDGs) in terms of job creation, poverty eradication, hunger and inequality reduction ”.
What is the estimated population (current 2020) in your Place?
Challenges: Describe the current (2020) and the future (2050) challenges that your food system faces.
The main challenges 2020-50 are the issue of food security, reducing food waste, promoting sustainable agriculture, reducing inequalities in the countryside, improving living conditions in rural areas - education, access to new technologies, sanitation, zeal for the environment (water, soil, biodiversity), job and income generation, family succession, reduction of carbon emissions.
“Small producers have a fundamental role in food security, in job creation, in serving the domestic market. ”Minister of Agriculture Brazil, Tereza Cristina, 2019
The fact that the small rural product does not have an individual voice, is a fragmented segment, distant from the big centers and low-income, with low purchasing power, political, social and economic, MAKE THE CHALLENGES INVINCIBLE. The only way to change this context is, until 2050, to promote the inclusion and engagement of small products with a cooperative.
“Cooperatives can be the only solution to the difficulties faced by small family farmers” Min. of Agriculture Brazil - Tereza Cristina, 2019
According to UN Secretary Ban Ki-moon “cooperatives play an important role in many societies. We believe that they can make significant contributions to the Sustainable Development Goals (SDGs) in terms of job creation, poverty eradication, hunger and inequality reduction ”.
We need to facilitate and enhance the formation of Agricultural Cooperatives in Brazil, giving them competitive market conditions. Brazil has only 1600 agricultural cooperatives.
Sal da Terra aims to: Facilitate and streamline the constitution, intercooperation and expansion of cooperatives throughout the national territory, starting with the metropolitan region of São Paulo, the largest economic center in Latin America
Scenario 2020: Family farming is the basis of the economy of 90% of Brazilian municipalities with up to 20 thousand inhabitants, which corresponds to 68% of municipalities.
Responsible for more than 70% of Brazilians employed in the field, and produce more than 70% of the food that reaches the Brazilian table
HOWEVER, in Brazil small and medium producers are practically ALLIED from the buying process of large supermarket chains, being at the mercy of middlemen. They are discouraged in the face of so many difficulties: climatic, bureaucratic, fiscal, logistical, commercial, lack of infrastructure and, worse family succession
"Large supermarkets fed with inequality and suffering in food supply chains" - Oxfam launches a global study that reveals how major retailers contribute to low wages and poor working conditions - 2018
Another recent study by the European Commission on food chains found that 96% of suppliers suffered from at least one form of unfair commercial practice, such as receiving less than production costs, charging fees for shelf space or late payments
SUMMARY FAMILY AGRICULTURE IN BRAZIL IS BEING TOLD
Address the Challenges: Describe how your Vision will address the challenges described in the previous question.
Sal da Terra aims to facilitate the formation of cooperatives of small rural producers / family farming, significantly expanding the number of cooperatives in Brazil (currently, we have only 1600 - not focused on small farmers). But it is not enough to just create Cooperatives. It is necessary to provide conditions and tools so that they are transparent, competitive and efficient conpany
The project aims to build a platform with tools and digital solutions so that Cooperatives can be competitive and modern through Intercooperation - Hub Cooperatives
How do we intend to act? Franchise the license to use the platform
The platform will provide marketing solutions, legal support, accounting, georeferencing, logistics, merchandise exchange, intercooperation, compliance, EAD and agricultural input and credit marketplace, so that cooperatives can dedicate themselves to their core business
1) Deliver to consumers fresh, healthy and traceable food at a fair price
2) Guarantee the small rural producer: financial stability, education and support for the adoption of modern and sustainable production practices
Through the platform it will be possible to reach the most distant small farmers, via app (smartphone) and provide knowledge about modern production practices, traceability, intercooperation, sustainability and logistical efficiency!
To guarantee food security, eliminate food waste in the chain, promote sustainable agriculture, low carbon logistics, Local food, we need to democratize for small farmers the same innovative tools as big companies like UBER, IFOOD, 5th Floor, Spotify and large retail groups, like Amazon
Sal da Terra is an unprecedented socioenvironmental solution in Brazil, financially self-sustainable (after the implementation phase), effective, scalable, intertemporal and with a value proposition for the entire ecosystem and, a good model, for other countries where agriculture is exploited by greedy intermediaries
The project is innovative and disjunctive, but we are not inventing the wheel, but democratizing the use of important digital technologies, such as AI, Georeferencing, Data Analytics, E-commerce, Blockchain, Landing Page
Through the Platform, all stakeholders will benefit: cooperatives, farmers and consumers (which will also be impacts with information on best practices in food and food conservation, contributing to sustainable agriculture)
The platform will be able to sustain itself and improve its socio-environmental reach, after its leverage. For your financial health, a% will be collected in the Marketplace - Products, Services and Advertising and a% of the Cooperatives Sales, remembering that the consumer pays 300% more in the producer price (market of $ 55 million)
We are aware that it will not be easy to develop the project, it depends exclusively on engagement, empathy and capital; digital technologies are available.
We studied this project for a year and a half to achieve these solutions
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.
Cooperatives: facilitate and streamline the constitution, intercooperation and expansion of cooperatives throughout the national territory (network) and promote access to competitive digital solutions
Litlle farmer: promoting financial stability and valuing the rural producer, guaranteeing transparency and supporting sustainable practices / mitigating or exceeding the rural.
Consumer: facilitate access to fresh, healthy, traceable food at a fair price. Subsidize with nutritional and preparation information
Local promoters: Generate income, especially for women under 50 (such as Herbalife, Forewer21, Natura)
Environment: reduce or waste food in the chain, promote a circular economy and sustainable agriculture, reduce carbon emissions (logistics)
Society: makes the SDGs locally possible: health, sustainable agriculture, waste reduction, income generation, combating inequality, guaranteeing food production, water and soil quality, sanitation, strengthen the local economy, contribute to raising the HDI, making tangible as goals of international agreements
Entities and companies: promoting access and integration to a base of farmers without access to electronic commerce
Shorten the distance from the field to the table (georeferencing)
Logistical efficiency (low carbon)
Specialized services: lawyer, tax, mkt, EAD, nutritionist, agronomy etc.
Promote wide communication on good practices in food and food production
Develop solutions to eliminate waste
Traceability and Intercooperation
Enhancing the role of the Rural Producer for peace and sustainability
Promote circular economy and good sustainability practices
Mitigate inequalities in the countryside through the democratization of digital technologies
We have already implemented this solution, without the platform and without formalizing the cooperative. However, we no longer have the capacity for growth, without a larger structure
In 2018, we buy R$33,750.00 and in 2019 - R$81,555.57 in vegetable
Full Vision: How do you describe your Vision for a regenerative and nourishing food future for your Place and People for 2050?
According to UN Secretary-General Ban Ki-moon “how cooperatives play an important role in many societies. We believe that they can contribute to the Sustainable Development Goals (SDGs) in terms of job creation, poverty eradication, hunger reduction and inequality ”.
Sal da Terra aims to facilitate and streamline the constitution and expansion of smallholder cooperatives throughout Brazil, starting with the metropolitan region of São Paulo, the largest economic center in Latin America. Significantly expanding the number of cooperatives in Brazil. Today, in total, we have 1600 agricultural cooperatives
But just creating cooperatives is not enough. It is necessary to provide conditions and management tools so that they are transparent, competitive and efficient
How do we intend to act? Franchise the license to use the platform
The platform/app will provide marketing solutions, legal support, accounting, georeferencing, logistics, commodity exchange, intercooperation, compliance, EAD and input market and agricultural credit, so that cooperatives can dedicate themselves to their core business.
To guarantee food security, eliminate food waste in the chain, promote sustainable agriculture, low carbon logistics, local foods, we need to democratize for small farmers the same innovative tools as big companies like UBER, IFOOD, 5th Floor, Spotify and large groups retail
Sal da Terra is an unprecedented socio-environmental solution in Brazil, financially self-sustainable (after the implementation phase), effective, scalable, intertemporal and with a value proposition for the entire ecosystem.
The project is innovative and disjunctive, but we are not inventing the wheel, but democratizing the use of important digital technologies, such as AI, georeferencing, data analysis, electronic commerce, Blockchain, Landing Page, urban logistics.
How are we going to make money? with modernization, awareness, sustainability and efficiency!Collecting a% on Marketplace (Products, Services and Advertising)And,% on sales of the cooperatives, remembering that the consumer paid 300% more on the producer price and that in Brazil, as Cooperatives, they have preference and purchase, as determined by law, in applied bids. It is a $ 55 billion market.As for the cost of implementing the project, in addition to the construction of the platform, the cost of marketing, advertising and leisure activities, accounting, nutrition and agronomy, EAD etc.
it should be noted that the final consumer is dissatisfied with the quality and price of fresh food. You want healthiness, convenience, fair price, ethics and sustainability, as revealed by the Fiesp Brasil Food Trends 2020 surveys and, according to Nielsen - Life Styles, both from 2019
Certainly consumers quickly joined the platform, as did Uber, 5th. Andar, Ifood and ArbnB have been expanding in Brazil, as the cost and benefit relationship materialize
We are aware that it will not be easy to develop the project, we depend on empathy, engagement and capital; digital technologies are available. We studied this project for a year and a half to achieve these solutions
How did you hear about the Food System Vision Prize?