The conventional model in fresh fruit trade has involved traders and brokers, who arrange deals along the chain for a commission. In this model, which has multiple go-betweens, the fruit grower and the seller do not have visibility to the next in chain, and to each other. Transactions are opaque and there is considerable information asymmetry. This often creates an ecosystem where the larger share of profits gets accumulated in the middle.
By directly investing in the business as a key stakeholder and playing the role of value- maximiser, Fruitsy disrupts the conventional fruit trade apparatus. This is in sharp contrast to the commission-on-transaction model.
In addition to an exhaustive portfolio of services like handling and logistics of fruits, identifying the right retail partners, complete management of finance and accounting for growers, and managing the distribution channel, Fruitsy maximises value for all stakeholders through its formidable market understanding and data intelligence services.
Ethical business practices and collective decision making ensure 100% transparency between all stakeholders.