In Peru, mango farmers have been struggling with severe losses due to overproduction and limited market access, forcing them to sell their crops at extremely low prices—just 0.05 cents per dollar. To help address this issue, a special farmers’ market was organized, inviting a group of growers to sell their produce directly to consumers.
After a 20-hour journey, the farmers arrived with a truck full of mangoes. Word quickly spread, and the event turned into a success. In a short time, they managed to sell 7,000 kg (15,400 pounds) of mangoes at a fair price of $0.70 per kg.
This initiative not only provided immediate relief for the farmers but also demonstrated the power of direct-to-consumer sales. By cutting out middlemen, farmers’ markets can serve as a sustainable solution to ensure growers receive fair compensation for their hard work while connecting urban consumers with fresh, locally sourced produce.
