How does modern technology help farmers in selling their harvest?

March 13, 2023

How does modern technology help farmers in selling their harvest?


Modern technology is revolutionizing the way farmers sell and purchase their harvest. Digital platforms, like websites, mobile apps, and social media spaces, enable farmers to increase their access to a broader pool of potential buyers. This allows them to reach a larger audience and sell their produce at a fair price.

Advanced technology, such as IoT-enabled equipment and cloud-based software, has also enabled farmers to manage and monitor their crops—From planting to harvest, providing valuable data to inform decision-making and improve operations. 

This technology also allows for greater transparency streamlined supply chain management, and it reduces waste and increases efficiency. As a result, farmers can sell their harvest more effectively, boosting their profits and contributing to sustainable agriculture practices.

Traditional Ways Farmers Used to Sell Their Harvest 

In the past, farmers relied on a limited number of methods to sell their harvest. Notable examples include but are not limited to the farmers' market, wholesale markets, middlemen, etc. 

Essentially, these traditional methods had their limitations—They did not provide farmers with the level of control and transparency obtainable with modern technology. Nonetheless, these traditional methods still play a role in many communities and continue to provide farmers with an important channel to reach their customers. 

By leveraging digital tools and platforms, farmers can reach more customers, sell their products reasonably, and better manage their operations. These traditional methods include:

Local Farmers' Markets 

Farmers' markets have been a staple in many communities for centuries. Their relevance stems from allowing farmers to bring their fresh produce directly to the consumer. Additionally,  farmers' markets were typically held in town squares or other public spaces,this allowed customers to interact directly with the farmers and purchase freshly picked produce.

Direct-to-Consumer Sales 

Many farmers sold their produce directly to consumers through door-to-door sales or at farm stands. This allowed farmers to build relationships with their customers and provide them with high-quality, locally-grown produce. However, the distance between the farm and the consumer often limited these sales channels.

Wholesale Markets 

Farmers also sold their produce at wholesale markets. There, buyers from grocery stores, restaurants, and other food businesses purchased large quantities of produce. This method allowed farmers to reach a wider audience but often required significant effort to transport their harvest to the market and compete with other farmers for sales.


In some cases, farmers sold their harvest through middlemen. The middlemen would purchase the product from the farmer and then resell it. Examples of suitable places for resale include but are not limited to grocery stores, restaurants, and other buyers. This method provided farmers with a way to reach a wider audience. Unfortunately, middlemen cause a significant reduction in prices for farm produce. The reason is that the middleman added their own profit margin.

What Problems Farmers Face While Selling Their Produce 

Farmers face many challenges in selling their harvest, including transportation, lack of market information, and dependence on middlemen. These challenges can be significant barriers to success for farmers. However, modern technology is helping to mitigate many of these issues. Here are some of the major problems that farmers face while selling their produce:

Problems in Transportation 

Transportation can be a significant challenge for farmers, especially those far from major markets. From difficulties in finding reliable transportation services to the high costs associated with transporting perishable goods over long distances.

Lack of Market Information 

Farmers often lack access to accurate and up-to-date information about market prices and demand for their produce. This can make it difficult for them to decide when and where to sell their harvest and at what price.

Producer Doesn't Determine the Price 

Farmers often have little control over the price of their produce. This is because middlemen, grocery stores, and other buyers often set prices. This can result in lower prices for farmers and a lack of incentives to invest in their operations.

Lack of Grading 

In many cases, produce is not graded, which can lead to quality issues and inconsistencies in price. This can be a significant challenge for farmers. The reason is that it makes it difficult for them to differentiate their products from their competitors. Also, securing a fair price for their harvest is a significant challenge.

Long Chain of Middlemen 

Many farmers are required to sell their products through a long chain of middlemen. This can add high costs and complexity to the selling process. As a result, farmers may experience lower prices and lack transparency in the supply chain.

Inelastic Demand 

Farmers often face an inelastic demand for their produce. It means that the demand for their products is not very responsive to changes in price. This can make it difficult for farmers to sell their harvest at a fair price, as they are often forced to accept lower prices to move their products.

New Agricultural Technology in Modern Farming 

Technology has become increasingly important in the agricultural industry in recent years. As a result, its impact on the industry continues to grow. From precision agriculture to mobile apps and online marketplaces, technology is helping farmers increase their yields, reduce costs, and reach a wider audience. 

In addition, technology is also helping to improve the supply chain process, making it easier for farmers to get their products to market and ensuring that they arrive in a timely and efficient manner.

The direct connection of farmers to consumers due to agricultural technology helps to reduce costs and increase profits for farmers. The reason is that farmers no longer pay for intermediaries or commissions. 

Furthermore, these platforms often offer tools for farmers to manage their inventory, track sales, and interact with customers. This way, the process of selling their harvest is more straightforward.

Here are nine sub-topics that highlight some of the new agricultural technologies available in modern farming:

Crop Monitoring

Farmers can now monitor their crops using remote sensing technology, such as aerial imagery and satellite data, to track the growth and development of their crops in real-time. This information helps farmers to make informed decisions about the right time to harvest their crops. It also helps them to manage crop diseases, pests, and nutrient deficiencies.

Livestock Monitoring

The use of wearable technology and sensors can help farmers monitor the health and well-being of their livestock. These include their food intake, movement, and vital signs. This information can help farmers to identify any issues early and prevent disease outbreaks, as well as improve the overall productivity and efficiency of their livestock operations.

Building and Equipment Management

Smart building and equipment management systems allow farmers to monitor and control various aspects of their farms. They include temperature, humidity, and energy usage. This helps farmers to reduce their energy costs and improve the overall efficiency of their operations.

Farming by Drone

Drones are increasingly being used in agriculture to survey and monitor crops. They are also relevant in applying fertilizers, pesticides, and herbicides. This can save farmers time and money while reducing the environmental impact of their operations.

Autonomous Farming Machinery

Self-driving tractors and other autonomous farming machinery are now available to help farmers with planting, harvesting, and other tasks. This technology reduces the need for manual labor and can improve the speed and efficiency of farming operations.

Seeding and Weeding

Precision seeding and weeding technology can help farmers to plant and manage their crops more effectively. Additionally, it reduces the environmental impact of their operations. For example, precision seeding technology allows farmers to plant seeds at the proper depth and spacing. Similarly, precision weeding technology helps to reduce the use of pesticides and herbicides.

Indoor Vertical Farming

Indoor vertical farming systems allow farmers to grow crops in controlled indoor environments. As a result, faster growth, higher yields, and improved quality become evident. Such technology is beneficial in areas with limited land or harsh climates. The reason is that it allows farmers to cultivate crops year-round in a controlled environment.

Precision Agriculture

Precision agriculture involves using technology and data to improve farming operations' efficiency, sustainability, and profitability. This can include using GPS, remote sensing, and other technologies to manage soil quality, water use, and other critical factors that affect crop growth and quality.

Modern Greenhouses

Modern greenhouses now come equipped with advanced technology—They also possess features like climate control systems, automated irrigation systems, and energy-efficient lighting. This technology can help farmers to cultivate crops year-round, improve their yields, and reduce the environmental impact of their operations.

How Jiva's Helping Farmers Sell Their Produce

Jiva is a modern platform that aims to address the challenges faced by farmers in selling their produce. It offers a comprehensive solution covering everything from crop monitoring to the sale of harvest.

Jiva has been successful in helping farmers increase their yields and profits. For example, a farmer using Jiva saw a 300% increase in yield after adopting the platform. This is a testament to Jiva's impact on the agriculture industry and highlights the potential for farmers to use technology to sell their products more effectively.

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