In Israel, the direct purchase of vegetables and fruits from farmers, bypassing retail chains and intermediaries, is becoming more and more popular. Although the prices for such products can be quite high, buyers receive fresh, freshly harvested organic vegetables and fruits.
Shopper groups are now being created all over Israel, and grocery stores are offering their customers to buy products on their websites or through mobile apps.
This trend began several years ago after the protest of farmers, who were dissatisfied with the markups on their products in retail chains. Supermarkets have huge incomes, while people who have grown fruits with their own labor are forced to be content with little.
Then some farmers decided to sell vegetables and fruits on their own, because they realized that consumers were ready to pay even 9 shekels per kilogram of tomatoes, if only they were fresh and tasty.
In addition, today's buyer will prefer to give this money to those who have grown vegetables and fruits with love and care, rather than to intermediaries.
The Ministry of Agriculture says that in 2016, various types of direct sales accounted for 2% of the total market, the Association of Farmers believes that this is 5% of the market, and the direct sales website Shukbuk says a 10% increase in direct sales per month.
“We removed these vegetables from the bushes 4 hours ago”
Eyal Yaakobi, one of the owners of Shukbuk, says: 140 farmers have already joined the direct sale. Eyal hopes that in 2 years his website will be able to bring in considerable profit. “It is hard for farmers to see at what high prices their products are being resold. At the same time, customers are forced to take in supermarkets not always fresh goods. Direct sales allow farmers to get a decent price for their work, and buyers can always have the freshest vegetables and fruits at home. "