HEART MARKETS / BANCOLOMBIA

FESCH.TV INFORMIERT:

In Colombia, farmers produce 100% of the country’s fruits and vegetables, but the problem is that they are not able to sell them directly and that’s why they only keep 10% of the final sale.

To have a better income, many farmer producers are located on the roads to sell their products, but the Colombians who travel every weekend from the big cities to the towns and pass through the same roads, do not see them.

That is why Bancolombia, the largest bank in the country, creates Heart Markets. A platform create so by 2030 all Colombian farmers be connected to all the country’s roads.

For the first 5 routes, we identified more than 600 farmer families and marked their stands in Waze, to make them visible and also inform travelers where they are located.

At the same time, we banked and financially trained each of the farmers families so they can receive their payments and manage their earnings properly.

This is how we bring the city to where the real producers are,
and turned Colombian roads into the largest farmer market in the country.