CHUMA

for farmers, for you

An e-commerce app that allows smallholder farmers to transact with consumers, accumulating ratings that enable them to unlock loan services

Use Case

Mathiba is smallholder farmer from the outskirts of the Johannesburg metro, in a town called Orange Farm. He uses CHUMA to sell his harvest to people in the community, at at a price that he thinks will give him a competitive edge with the informal traders and supermarkets who source their food from the bustling Johannesburg Fresh Produce Market. Mathibas customers will rate him based off of the quality of his produce and service. If sustained, positive ratings will, over time, give Mathiba access to small loans that will help him facilitate and expand his farming operations. This means Mathiba can continue to enhance local food security without needing to apply for farming equipment through the congested bureaucratic process of the department of agriculture.

Potential

CHUMA will not only disrupt the way that people connect with their local smallholder farmers, but concurrently has the potential to encourage these farmers to keep contributing to their local food systems through economic incentive. Targeting the lack of affordable local food, our app aims to create higher levels of profitability for smallholder farmers (<20ha) where they would otherwise have to compete with large farms who can sell their produce for less. This is possible because of the proximity consumers have to their farmers. It also has the benefit of cutting down on transport costs, food wastage, and net CO2 emissions. As farmers gain rating points through the app they will unlock loan services that will help them improve their operation and ultimately enhance local food security.

Business Case

Revenue will be generated through farmers’ monthly subscription to the app (US$5/ZAR60). The funds from these monthly subscriptions will be funneled into financing loans to smallholder farmers for their operational needs. CHUMA’s customer base are the consumers of fresh produce in areas near smallholder farms. The pilot phase aims to integrate 100 farmers in 3 months and expand to 1000 farmers by 6 months. As an adoption strategy, the initial farmers will be recruited through contacts of government cooperatives, and customers through an online marketing campaign. CHUMA will need start-up funding of US$15k for marketing and app development, and thereafter the model will become self-sufficient from the monthly farmer subscription revenue.

Objectives:

  1. Provide smallholder farmers with loan services to improve their overall operation, thereby ensuring a more productive and stable food system
  2. Provide peri-urban dwellers with access to farm fresh produce, enhancing their food security through more diverse and nutrient-dense foods
  3. By cutting out the food system’s middlemen we will provide smallholder farmers with competitive-price market access

Team 3BillionMore (CHUMA)

Johannesburg, South Africa

Our Team

Desktop Research! / Published March 27, 2018 by Kiera Crowe-Pettersson

Desktop Research!

Research into the marginalized communities in the peri-urban areas of Johannesburg

A day at the farms / Published March 27, 2018 by Kiera Crowe-Pettersson

A day at the farms

We spent the afternoon exploring the peri-urban farming communities around our city and discussing the problems that threaten food security with these farmers.

Field Research! / Published March 27, 2018 by Kiera Crowe-Pettersson

Field Research!

We spent the day visiting our cities Bulk-Buy Fresh Produce Market, and exploring the informal businesses that work in tandem to the market.

The first steps of a productive workstation / Published February 28, 2018 by Kiera Crowe-Pettersson

The first steps of a productive workstation

Our Mission

We currently produce 20% more food than we need - enough to account for the 15% population increase by 2050. 90% of this population increase will occur in emerging economies. While in developed economies food waste most often occurs at the consumption stage, in emerging economies 40% of food is lost post-harvest. By addressing distribution and financial challenges that limit the availability of nutritious and affordable food in emerging economies, we believe we can ensure global food security.

Our Background

Our team is made up of an urbanist, an economist, and a development researcher who have experience in sub-Saharan Africa, South East Asia, and North America. We submitted to TFF in order to create impact-based solutions to the challenges we have seen in our local food system using our multidisciplinary skill-sets.

Desktop Research! / Published March 27, 2018 by Kiera Crowe-Pettersson

Desktop Research!

Research into the marginalized communities in the peri-urban areas of Johannesburg

A day at the farms / Published March 27, 2018 by Kiera Crowe-Pettersson

A day at the farms

We spent the afternoon exploring the peri-urban farming communities around our city and discussing the problems that threaten food security with these farmers.

Field Research! / Published March 27, 2018 by Kiera Crowe-Pettersson

Field Research!

We spent the day visiting our cities Bulk-Buy Fresh Produce Market, and exploring the informal businesses that work in tandem to the market.

The first steps of a productive workstation / Published February 28, 2018 by Kiera Crowe-Pettersson

The first steps of a productive workstation

Our Team

Our Mission

We currently produce 20% more food than we need - enough to account for the 15% population increase by 2050. 90% of this population increase will occur in ...Read More

Our Background

Our team is made up of an urbanist, an economist, and a development researcher who have experience in sub-Saharan Africa, South East Asia, and North America. We submitted ...Read More

Our Badges

  • Power Team
    Your team has at least three members
  • Design Lab Experts
    Attended at least one of the weekly TFF Design Lab “office hours” sessions.
  • We Famous
    Your project has been covered by your university or other media outlet
  • Get #Social
    Created team Facebook or Twitter page and attached to team page
  • Fan Club
    You have 100 likes or followers on your team Facebook or Twitter
  • Interior Architect
    Posted three pictures of your team workspace
  • Idea Parkers
    Shared a picture of your teams unique “idea parking”
  • Global Foodies
    Posted three facts about global food issues learned in the Explore mode
  • Insight + Insight + Insight
    Shared three new insights your team formulated in the Define mode
  • On Time, On Target
    Shared your Design Statement created during the Define mode
  • Post-it Fiends
    Shared pics of the chaos of the post-it filled Ideate work mode
  • Brain Food
    In the Ideate intro video, Richard shares an important tip while eating an apple. Share a team-apple-eating pic!
  • Expert Input
    Shared three pieces of expert feedback on your concept
  • GIF Masters
    Shared a GIF of the prototype building frenzy
  • Live Testing
    Shared a video of a user testing your concept
  • Way To Go
    Shared a picture of your plan for iterating your project
  • Etch-A-Sketch
    Shared your logo sketching session on your team blog
  • WE DID IT!!
    Submitted Final Pitch, including videos and concept details
  • Introduction
    Completed the Introduction section of the Design Lab
  • Explore
    Completed the Explore section of the Design Lab
  • Define
    Completed the Define section of the Design Lab
  • Ideate
    Completed the Ideate section of the Design Lab
  • Conceptualize
    Completed the Conceptualize section of the Design Lab
  • Prototype
    Completed the Prototype section of the Design Lab
  • Test
    Completed the Test section of the Design Lab
  • Iterate
    Completed the Iterate section of the Design Lab
  • Pitch
    Completed the Pitch section of the Design Lab
The information contained here represents student project ideas developed as the result of brainstorming activities during Round 1 of the TFF Challenge. It does not represent any final business plans or commercial products.