This is one of best ways to ensure that local small farmers get higher returns from their farm produce whether grains, fruits, vegetables etc. Also, it ensures that the small farmer can avail of a range of benefits including time sensitive price and demand information, access to national and overseas markets previously not accessible to him.
The small farmer depended almost entirely on brokers often in a long chain and his margins could be reduced, sometimes drastically and margins were retained by middlemen while the farmer would be left struggling.
In the Jaguar wholesale market, the trading house agents in each locality work to help build out the simple market trading platform including identifying suitable site, developing the site using local, sustainable materials and resources, putting in basic information systems initially that are to be eventually connected into a web centric platform.
The trading offices in different market centers work with international and national clients to bring in bulk/wholesale orders. The goal is to build a very liquid, high volume trading platform that does a lot of internal matching of large buyers with a bunch of small farmers.