WHERE : India

Farmers in India face a high cost of production and struggle to meet quality standards that allow them to receive better prices for their vegetable and fruit production from suppliers that pay premium prices for high quality fruits and vegetables in bulk.

Market Solution

Tanager (operating then as ASI) trained farmers in demand-based planning, through extension efforts provided farmers with low cost technologies and techniques that improve the quality and uniformity of vegetables and fruit required by wholesale and retail markets, and worked with farmers to reduce the amount and types of fertilizers used in their fields through soil testing to lower the cost of production and mitigate soil damage. Additionally, Tanager collaborated with farmers to form groups capable of aggregating at scale and linked farmers to wholesale and retail markets that paid better prices.


Direct Farm





Market Impact

Farmers participating in the program were linked to formalized wholesale and retail buyers and improved their incomes from fruit and vegetables by 20%.