AgriLink Africa Pilot: Building a Direct Farmer-to-Market Supply Chain for Fresh Fruits & Vegetables in Ethiopia

Introduction & Problem Statement

Agriculture is the backbone of Ethiopia, yet many smallholder farmers struggle to sell their produce at fair prices. At the same time, urban retailers and businesses face inconsistent quality and unreliable delivery of fresh produce.

To bridge this gap, AgriLink Africa launched a pilot program focused on building a direct fruit and vegetable supply chain — linking farmers to B2B clients and end consumers through modern logistics and grading services.

What We Did in Pilot Program Overview

• Direct Sourcing: Partnered directly with 22+ smallholder farmers to purchase fresh fruits and vegetables at fair prices.

• Grading & Quality Control: Introduced grading standards to ensure consistency and reduce post-harvest losses.

Distribution Channels:

• B2B delivery to restaurants, hotels, supermarkets.
• Physical retail shop to serve end consumers.

• Delivery Service: Created a reliable, timely delivery network using our own logistics team.

Results & Impact

In just the pilot phase:

• Delivered over 500 tons of fruits and vegetables to businesses and households.
• Connected 22+ farmers to urban markets, helping them earn better and more stable income.
• Established 30+ consistent B2B relationships (restaurants, hotels, and retailers).
• Reduced middlemen margins, ensuring both farmers and buyers benefited.

Before AgriLink, I had to wait for traders who offered low prices. Now my produce goes directly to hotels at a better price.” – Amsalu, vegetable farmer, Oromia

Lessons Learned

• Direct sourcing works best when paired with grading: Farmers need training in post-harvest handling.
• Logistics is critical: Last-mile delivery is a major success factor; e-bikes and cold storage improve reliability.
• Market access boosts farmer motivation: Farmers invested more in quality after seeing fair returns.

Next Steps: Scaling the Model

• Expand the farmer network from 22 to 100+ within the next year.
• Add cold chain hubs to maintain freshness and reduce waste.
• Develop digital ordering platform for B2B and B2C customers.
• Integrate nutrition and modern farming advisory into our platform.

Building the Future of Agri-Supply Chains in Ethiopia

Our pilot proves that a direct farmer-to-market supply chain is not only possible but transformative. With support from partners and investors, we aim to scale this model to benefit thousands of farmers and deliver high-quality produce to millions of Ethiopians.

Call to Action

Are you an investor, development partner, or business looking for reliable fresh produce supply? Partner with AgriLink Africa and help us grow this impact-driven initiative.