A decade ago, African agricultural vendors had to use phones, emails and interprovincial bus drivers to place orders. Now they can order fresh produce from farmers using an app on their smartphones. And they can easily trace all agents in the supply chain. This is not just a win for consumers but also for farmers. Farmers can now easily manage quantity, quality and customer satisfaction at fairer prices than they previously got from the early morning hustle and bustle of haggling with middlemen.