The Gambia, a vibrant West African nation, is known for its stunning beaches and rich culture. But in 2013, internet penetration was low, and traditional markets dominated the agricultural landscape. It was in this environment that Modou NSZ N’jie, a man with a passion for both IT and agriculture, saw an opportunity. Farm Fresh, his brainchild, would become a pioneer in Gambian e-commerce, offering fresh fruits, vegetables, and FMCG (Fast-Moving Consumer Goods) directly to consumers.
Bridging the Gap Between Farmers and Consumers
N’jie’s vision was clear: empower farmers by eliminating middlemen and provide convenient access to fresh produce for Gambian consumers. Early challenges were significant. Limited internet access and consumer skepticism towards online shopping meant a slow and steady start. N’jie, a one-man show at the time, wore many hats – taking orders, managing logistics, and marketing the platform.
Building Trust and Adapting to Needs
A turning point came with the establishment of a physical Farm Fresh store in Bakau. This “click-and-mortar” approach instilled trust in customers, translating into more online purchases. Recognizing the limitations of internet access, Farm Fresh diversified its ordering methods – phone calls, social media, and walk-in orders at the store – making it accessible to a broader audience.
Funding, Diversification, and Diaspora Focus
In 2015, Farm Fresh received a boost from the Tony Elumelu Foundation, allowing them to improve their e-commerce platform, expand their physical store, and diversify their product range. From initially offering just fruits and vegetables, they included local staples like cereals, dried fruits, moringa, and baobab products, catering to a wider customer base.
However, N’jie and his team realized a crucial market segment – the Gambian diaspora. Leveraging digital marketing platforms like Facebook, they reached out to Gambians abroad who wanted to support their families back home. This diaspora focus proved highly successful, contributing to over 70% of Farm Fresh’s revenue.
Navigating Payments and Delivery Challenges
Initially, cash-on-delivery was the only payment option. Recognizing the needs of the diaspora market, Farm Fresh explored PayPal but transitioned to a mobile money solution with Ecobank and a local payment gateway (TaybullPay). EFT payments and cash-on-delivery are still accepted, with thresholds for cash payments to ensure financial viability.
Deliveries were initially handled by N’jie himself. As the business grew, they experimented with local taxis but found them expensive. Third-party delivery companies emerged around 2018, offering a solution. However, recent challenges with delivery delays led Farm Fresh to acquire a delivery motorbike, opting for a hybrid approach of in-house delivery for smaller orders and outsourcing for larger ones. Their delivery area has expanded from 20km to 60km, with a goal of reaching 100km within the year. Exploring cold-chain solutions will be crucial for maintaining product quality with this expansion.
COVID’s Impact: A Mixed Bag
The COVID-19 pandemic presented both challenges and opportunities. Initial lockdowns saw a surge in online orders as movement restrictions fueled demand for home deliveries. Additionally, increased concern among Gambians abroad led to a rise in orders sent to families and friends back home. However, after the initial surge, a decline in sales reflected the economic impact of the pandemic. Currently, sales have stabilized at pre-pandemic levels.
A Pioneering Position and Future Growth
Farm Fresh stands as a leader in Gambian e-commerce for agricultural products. They offer over 100 products, constantly adapting to customer needs. Fresh strawberries, for example, are a consistent bestseller, highlighting the demand for high-quality produce.
Expansion plans are ambitious. A subsidiary has been registered in Rwanda, with operations expected to begin within the next year. Favorable business regulations in Rwanda, where opening a business online is free, make it an attractive prospect. Senegal, a more established e-commerce market, is also part of the future vision. Within The Gambia, vertical integration – venturing into actual agricultural production – is being considered, particularly for niche products like strawberries.
Farm Fresh: A Story of Resilience and Innovation
Farm Fresh’s journey is a testament to resilience and innovation. From overcoming initial skepticism to adapting to a changing market and capitalizing on new opportunities, N’jie and his team have established a successful e-commerce platform. As they continue to expand and explore new horizons, Farm Fresh is sure to play a pivotal role in shaping the future of Gambian agriculture and consumer experience, not just within the country’s borders, but potentially serving as a model for innovation across West Africa.
Original Source: How we made it in Africa