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Family Farming 2.0.

Using a web based community the idea is to turn up side down the retail industry of farm product. The innovation goes that instead of shopping farm products you pay the farmer to produce them for you. Actually is not only your production, but the production of hundreds of other families gathered, in a Local web community, that also ask for a quote of production. You pay before, so the farmer reduces his working capital. There is less risk in the decision of what to produce because the consumer makes the decision. Independent to the market variation where more offers y smaller prices, the price is already taken at the beginning of the crop. There is no waste, you get the production you asked for if you get more than what you can eat, make it jam or salsa. (you can do that with 10KG but the producer can’t make that with 10 Tons) This goes all in a web based platform where you like buyers and farmers so you have traceability and local production. You can also build a crowdsourcing for investment.

Photo of Diego Gonzalez Carvallo

Written by

I am founder of We Think!, a company that holds for collaborative innovation.
(we love your work)
We have been working in this concept for almost a year, taping the most come problems that we see in Chile, that seem to be the same for the rest of the world.
There is much more brainstorming developed that what I spell out here.

Sadly we haven’t found investors here in Chile to support our prototyping...
Hope you can build up in our ideas and help us go forward here in Chile.

The story telling
In the 19 century and before… people crop their own food. If you wanted tomatoes for summer you had to seed them in spring. That was possible because almost everyone had the spare time and the space in their garden to do that.
With the industrialization and retail we began to eat what was in the shelf, (if you find it) in the time and frequency that you want. You want tomatoes today?, Go and buy them. You want eggplant?, Sorry no one produces it because no one buys them, and no one buy s them because no one knows how to cook them. ¿How can I learn to cook, if I can’t get them? …. Maybe we should involve Oliver J.
But what happens if there is a web based community that can organize this demand, and after that pay farmers to grow what people decided to eat next summer.
You get the best of the two sides. Economic scale and close customers.
It is not only that you show and buy your intentions of what you would like to grow, IT technology can deliver traceability to show their customers who is growing their tomatoes, is he growing organic, he is a local producer so maybe I can go with my child’s to visit him on the weekend.

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P2P Farming

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Photo of Sarah Fathallah

Hi Diego! Interesting concept here. Did you have the chance to look at Arjan's concept? http://openideo.com/open/localfood/concepting/qld-lofe-the-queensland-local-food-exchange/

Photo of Diego Gonzalez Carvallo

Sarah; Thanks for this Highlight. I have Arjan following my Tweet but did not know he was a star in OpenIdeo.

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DeletedUser

Spot on man, this is ace.Would consumers pay for all purchases in advance to give the farming working capital or is that too much to ask. Some web tools that allow for seasonal / yearly food planning would also be good here.

Photo of Diego Gonzalez Carvallo

Thank! Ronan.
Our guess is that consumers can pay in advance. This is more like a” crowdfunding” were you pay a little to support the crop of the future.
You are willing to pay because in the market you pay for what is there (and you don’t know much about it). Here you pay for what you want, and we will do the best for what you expect!

Photo of Diego Gonzalez Carvallo

This concept turn into a real agribusiness, there is a lot of planning tech, logistic, execution, that has to be done. We are trying to change the retail agribusiness, so we will need tons of help and inspiring. That’s what we hold for.... Collaborative Innovation.

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DeletedUser

Hi Diego, thanks for your comment on my concept about organic food...I like what you're suggesting here and think it could definitely help encourage farmers to make the switch to organic production. In the U.S. (maybe this is true everywhere?) there is a 3-year period for farmers to get certified as organic. So during that time they might be producing less, but not able to advertise organic food and earn any premium. Your idea would be a great way for farmers to feel like they had a guarantee for that tricky 3-year period. I also think there could be a separate opportunity for people who are just interested in volunteering to help farmers get information about becoming organic. Those people might not subscribe to the service you're describing, but they could still be involved...

Photo of Diego Gonzalez Carvallo

Adele; this is true in Chile and everywhere, you need a three year gap to certify organic.
The truth about organic in that everyone is willing it but no one want`s to pay or afford it. If you grow organic and you have to downcycle your tomatoes to salsa, no one pays an extra price for organic. That is too risky for the grower to make the decision of growing organic. That`s why I point out the for problem we should solve for farmers and take them out from retail. 1. Decision to grow, what does the customer want and when. 2. Working capital, and crop risk, (what happens if a tornado comes), 3. Final market price, 4. Waste due to perishable crops that are not sale by retail.

Photo of Diego Gonzalez Carvallo

Adele; this is true in Chile and everywhere, you need a three year gap to certify organic.
The truth about organic in that everyone is willing it but no one want`s to pay or afford it. If you grow organic and you have to downcycle your tomatoes to salsa, no one pays an extra price for organic. That is too risky for the grower to make the decision of growing organic. That`s why I point out the for problem we should solve for farmers and take them out from retail. 1. Decision to grow, what does the customer want and when. 2. Working capital, and crop risk, (what happens if a tornado comes), 3. Final market price, 4. Waste due to perishable crops that are not sale by retail.

Photo of DeletedUser

DeletedUser

Another quick suggestion, maybe you could tie in gifting produce, again with a web tie-in, in a sense literally giving a gift that keeps on giving.

Photo of Diego Gonzalez Carvallo

I dont get this one so fast. Could you explaine it further?

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DeletedUser

Diego,

This is quite an excellent idea. Perhaps you could also look into adding more control for the (presumably) urban buyer. Perhaps at various junctures, they could be provided with a multiple choice form, filled with choices on how they want their product to be grown (obviously with all benign and non-critical choices). In addition, perhaps you could tie in a social media aspect to it, to periodically get an update on facebook about your crops and a picture. It would really help in illustrating the process in vivid terms for the consumer, and also increase their sense of ownership and accomplishment.

Best of luck with this venture. Hope those Chilean VC's eventually realize they are missing out on a great opportunity.

Photo of Diego Gonzalez Carvallo

Kartik! Thank you for building up.
Actually the project involves certain kind of control; it is impossible to build it in a so open source.
The road map would be like this. 1. First you build a Web Community... Who is willing to support this idea? When you have this community of interest, you make a bid for what are the alternatives to grow. Let’s say: For 20 US you can grow 1 meter of tomatoes, and you will get 10 Kg of them around the first two weeks of July. Or for 10 US you get beans. You can have one seeding for delivery in July and other for august. You can offer options: Organic, fertilizer, but no pesticide, and combinations. If the community decides to for the organic option (as we hope) we grow organic.
As a web community you have all the social media, and information platform to deliver information, pictures and traceability, (temperature in the green house, pesticides or not, infest and others) that will grow this sense of ownership to what “You” are growing.

Photo of Meena Kadri

@Diego: we love your work too. (and there is *so* much to love just in this one concept you've chosen to share with us)

We imagine you're as busy as us, so hate to ask – but can you add an image to this concept (using the Update button up there on the right of your post) We think it will help others engage with your stellar idea even more... even if it's just a simple pic of tomatoes, eggplants, etc. Am expecting you know all about Flickr, Creative Commons and attribution as a quick hack ;^)

Photo of Diego Gonzalez Carvallo

Maybe they are not the best representation of the concept, but they were the best eggs I had for breakfast ever. He run out of business because we could not find the finance for growing the business model we developed working at a government agency.
The other one is a metaphoric of my will. I am riding this idea as far as it can take me. Ones you hug it, you have to ride it.

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DeletedUser

fantastic ideas and concepts. particularly like the story telling angle introduced... brings the historical and contextual relevance to new-age farming techniques and local / seasonal foods.

Perhaps there may be an opportunity to join our two ideas together, and make them work harder? I've just posted a concept entitled "MARKET_STAKE" - happy to explore further if you like! Stacy

Photo of Diego Gonzalez Carvallo

Juliana
Thanks for pointing on that. I am aware of this kind of expiriences. Here we use the term of cooperative. The concept is kind of banned. In the 70 there was social desaster with this organisation promoted extremele propmoted socialist goverments.
the example of COSCO y that you join an exclusive market where it is easier to balance offer & demand.
The proposal here is that we join a web group, where each one buys all what means to produce, lets say 1 meter of tomato in a green house, if there is a comunity of 500 lest say that we can crowdfound the capital to produse 500 meters of tomatos in a green house.
The managers of the web page is an organization that will make the real life part of the job, that meas gather by the other side a farmer that can produce 500 meters of tomatos.

You will get the production of one metter, and not an established KG of tomatos.

Photo of DeletedUser

DeletedUser

diego have you considered, something like COSCO. you subscribe to the website, and become a member for an annual fee. You can shop for your groceries online for a much smaller price and have them delivered to you. This way the consumers still pay the farmers through their membership fee and other costs (delivery, packaging, ect) is payed when the consumer buys his groceries for a much smaller cost.