Agrojusto and Nuup partnership
We've joined forces to foster fairer, more transparent and more direct value chains.
A Mexican social organization made up of a multidisciplinary team passionate about agriculture and the Mexican countryside. They are constantly learning and innovating, and are currently growing fast. Their purpose is to build prosperous agri-food systems that respect planetary boundaries and promote fairer value chains.
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A platform that connects smallholder farmers directly with consumers, businesses and restaurants, promoting sustainability and equity. Its technology includes intuitive digital tools, blockchain-based traceability solutions, data analytics to improve producers' positioning, and online stores specialized in food. These tools allow producers to optimize their processes, ensure transparency and transform the market toward more responsible and sustainable practices.
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Projects carried out through our strategic partnership
Capeltic, part of Yomol A’tel, is a chain of solidarity-economy coffee shops formed by Indigenous Tseltal families from Chiapas. They work for social justice and the defense of their territory, adding value to coffee and serving as an intercultural bridge between Tseltal and Western cultures. They work with more than 250 families producing organic coffee in Chiapas.
Diagnosis
Capeltic faced three main challenges. First, on the technology side, they needed to develop and maintain an online store. Second, on the commercial side, they had to properly manage the margins and costs of their various products under a single brand. Third, shipping times and costs were a significant challenge, as products took 4–5 days to arrive and shipping costs were high
Ideation
The Nuup and Agrojusto teams identified the need for digital sales training to successfully launch online sales. In addition, to solve logistics problems, they decided to set up a distribution point in Ciudad de México, within Nuup's facilities. This strategy will optimize the supply chain and improve shipping efficiency.
Pilot
The pilot included training in digital business models, marketing for agriculture and use of the Agrojusto platform, with hands-on exercises and online store setup. Topics included omnichannel, the sales funnel, the customer journey and buyer personas. Capeltic took an active part, defining communication strategies and analyzing the profitability of its sales channels in order to scale the process.
Implementation
Capeltic's online store was launched with electronic payments, an email marketing platform and a communication strategy to build digital sales into the organization.
Scale
Building on the lessons learned and the capacity developed, Nuup and Agrojusto are now working to scale up online sales.
Chabtic is one of the brands of the producer cooperative Ts’umbal Xitalha’, made up of 36 men and 3 women beekeepers in the municipalities of Chilón, Sitalá and Yajalón, in the Selva Norte region of Chiapas.
The cooperative's work centers on social and solidarity economy processes, supporting producers as they build Lekil kuxlejal (“Good life” in the Tseltal language, the predominant ethnic group in the region).
Diagnosis
Chabtic faced the challenge of increasing its profits and professionalizing its sales area, diversifying customers and sales channels, strengthening organizational capacities and developing storytelling to add value to its brand. The proposed strategy included tools such as a catalog, a website, large-scale prospecting, email marketing, social media and partnerships, as well as creating new products and setting up a refill system to reduce waste.
Ideation
During the project's ideation stage, the proposal was to create a digital catalog to take orders and manage inventory, develop a website integrated into the communication strategy, receive advice on digital strategies, hire staff for field prospecting, define prices, sales documents and sales roles, and visit local communities. The focus was on optimizing the wholesale strategy through digital tools.
Pilot
The pilot consists of developing a wholesale strategy in San Cristóbal de las Casas, Chiapas, taking advantage of its status as a tourist city. It focuses on building brand presence in strategic food and dining venues through content and partnerships, and then driving sales through digital tools and the work of a local sales promoter.
Implementation
In just a few weeks, we have established a presence in San Cristóbal de las Casas and placed our products at strategic points, with a strong focus on digital presence to expand to other cities in Mexico. We have also built a sales-focused team that is developing skills in innovative sales strategies.
The Obio Commercial Initiative enables rural organizations and cooperatives to sell their products at retail outlets such as Tienda UNAM with no intermediaries, since each organization delivers, invoices and collects payment for the products it sells. The cooperative's work centers on social and solidarity economy processes, supporting producers as they build Lekil kuxlejal (“Good life” in the Tseltal language, the predominant ethnic group in the region).
Diagnosis
Obio faced the challenge of developing a digital sales strategy with simple, intuitive technology aligned with its values and sales activities, with advice and support on digital strategies for its own growth and that of its community of producer organizations.
Ideation
During the project's ideation stage, together with Nuup, we set out to develop an online store tailored to Obio's needs, with the support required to reach the goal of selling online.
Pilot
We are currently working on implementing the pilot and the next phases, recognizing Obio's great potential for sales and impact.