We are so excited to highlight Carlos Posada of Quo Agro Justo!
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“Right now, the intermediaries make most of the profit, so being against the traditional food chain and showing that there is a better and more fair way to deliver sustainable products, requires a strong working capital.”
Carlos Posada is the founding director of Quo Agro Justo, a Colombia-based social enterprise using technology to bridge the gap between producers and consumers. They seek to create a social impact on small and medium farmers by working to distribute their products to restaurants and institutions through fair trade. Following obtaining his master’s degree, Carlos had the opportunity to work in a restaurant, where he discovered the need for a more sustainable supply offering. He met many farmers who were interested in a new business model and over time, developed the framework for a sustainable business that includes technical solutions for farmers, such as waste management to produce gas and fertilizers, hydro and solar power sources. Recently, we discussed with Carlos how his brand has grown during his time in the accelerator program, his experiences working against the grain of the traditional food system in Colombia and how he is planning to utilize his network of mentors and investors for the future of Quo Agro Justo.
What inspired you to create your brand/company?
I had the opportunity to know and learn how several farmers in Colombia live and work, but I also realized how unfair they are treated and how isolated the government leaves them. I decided to develop a business model driven by the desire to help farmers improve their quality of life while also allowing them to be rewarded fairly by distributing their products sustainably.
What were you hoping to gain from participation in the FoodFutureCo accelerator program?
I was expecting to expand my network and get to know high level entrepreneurs and mentors, which I did. I also wanted to gain focus in more valuable business lines, increase our reach, and imagine new and bigger ideas.
How will you differentiate yourselves against the current competition?
We will maintain our value proposition for sustainable products with a unique traceability and always focus our efforts in making a positive impact within our farmers and the food chain.
What is your favorite characteristic of your brand/company?
I love that our brand really communicates a sense of responsible consumption and community; and our excellent customer service reinforces this for our farmers and customers.
What do you feel is the most valuable component when creating a food-based brand/company?
You have to understand where the product is coming from and the true purpose of the product. You always have to take into account the benefits of your product and continue to create a brand or product that people will fall in love with.
What do you think the future of your company will look like in the next year?
We are looking to create a high tech packaging plant in order to supply our business lines in the local market and include exports to North America and Europe. Also, we will continue to empower and give farmers in our network more exposure through interaction with consumers, which we hope will allow us to gain more of a brand reputation.
What is your biggest challenge as a brand/company?
It is very difficult to work in the opposite direction of the traditional food chain. The traditional food chain has impactful inertia with more than 80 years of tradition, but it has a lot of inefficiencies and disadvantages for farmers. Right now, the intermediaries make most of the profit, so being against the traditional food chain and showing that there is a better and more fair way to deliver sustainable products, requires a strong working capital.
How were you looking to work on overcoming this challenge while participating in the accelerator program? Did you overcome this challenge?
We are working intensely with Food Future to achieve funding to be able to grow and become an important player in our sector so we can make an impact in Columbia’s food system. This is a long journey, but we have come so far in terms of creating a robust network of investors and mentors that are interested in helping us materialize our projects.
What is your next goal for your brand/company?
We plan to become the biggest nationwide and export distributor of fruits and vegetables while implementing a unique traceability tool that we feel will transform the food chain and the way people consume.
