The global food supply chain is often a complex and fragmented system, particularly in regions where small-scale farmers and independent restaurants dominate the market. Many of these businesses face challenges in sourcing fresh produce efficiently and cost-effectively. In an industry that relies heavily on traditional methods and numerous intermediaries, ensuring both quality and fair pricing remains a significant hurdle. Enter Frubana, a B2B startup founded in 2018 in Bogotá, Colombia. This innovative company offers a solution to simplify the procurement process for restaurants, bars, and small retailers by connecting them directly with farmers through a digital platform.
The Birth of Frubana and the Visionary Behind It
Frubana’s inception is rooted in the deep understanding and experience of its founder, Fabián Gómez Gutiérrez. Before starting Frubana, Gutiérrez worked as an expansion leader at Rappi, a Latin American delivery unicorn. During his time there, he observed a troubling discrepancy in the pricing of agricultural products. While his father, a farmer of mangoes, limes, and papayas, received only 30 cents per kilogram of limes, the same product was sold to restaurants for $1 per kilogram. This stark contrast highlighted the inefficiencies and inequities in the supply chain, where multiple middlemen profited at the expense of both growers and end buyers.
Drawing from his personal and professional background, Gutiérrez was determined to create a more equitable and efficient system. He envisioned a platform that would eliminate unnecessary intermediaries, allowing restaurants and retailers to purchase directly from farmers. However, the journey to actualizing this vision was far from straightforward. His initial attempt to develop an app for farmers was met with limited success, as many growers were not tech-savvy enough to adopt it. Realizing the need for a different approach, Gutiérrez turned to a more familiar technology—WhatsApp. By leveraging this widely used communication tool, he was able to bring farmers into the digital fold, laying the foundation for Frubana.
Frubana’s Growth and Impact
Frubana quickly became a game-changer in the Colombian food supply chain. Its online marketplace not only connects restaurants directly with sellers and suppliers but also offers a wide range of products, including fruits, vegetables, oils, herbs, mushrooms, and tubers. Available on both iOS and Android platforms, the Frubana app allows users to procure fresh, high-quality ingredients with just a few taps on their smartphones.
Under Gutiérrez’s leadership, Frubana has successfully navigated the challenges of operating in a traditionally offline market. The startup’s ability to grow, even during the COVID-19 pandemic, is a testament to its robust business model and the significant demand for its services. As of now, Frubana is raising a $65 million Series B funding round to further expand its operations and enhance its platform’s capabilities.
The Road Ahead: Expanding Horizons
Looking to the future, Frubana aims to continue scaling its operations across Latin America. With a strong focus on technology and data-driven decision-making, Gutiérrez plans to further streamline the food supply chain, making it more efficient and transparent.
By empowering small-scale farmers and providing restaurants with direct access to fresh produce, Frubana is well on its way to transforming the way food is sourced and delivered in the region. Gutiérrez’s journey from a family farm to founding a leading B2B marketplace reflects his unwavering commitment to creating a more equitable food ecosystem, one where both growers and buyers can thrive.
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