New pilot links Clarendon farmers to corporate buyers
Published:Saturday | April 4, 2026 | 12:25 AMOlivia Brown/Gleaner Writer
A new initiative aimed at tackling market-access challenges facing small farmers in Jamaica is set to roll out through a 90-day corporate farmers’ market pilot programme spearheaded by Reality Focus Limited.
The programme was developed in response to long-standing difficulties within the agricultural sector, particularly the challenge small farmers face in securing reliable and consistent markets for their produce, Reality Focus Operations Manager Stephen Richards told The Gleaner.
“Jamaica’s agricultural sector faces a persistent challenge: small farmers often struggle to secure consistent and reliable markets for their produce. While farmers may be able to grow crops, the absence of structured market access frequently results in unsold produce, unstable income, and post-harvest losses,” said Richards.
He explained that the initiative is designed to directly connect rural farmers with consumers in urban centres, creating a steady and predictable demand for agricultural goods.
“Reality Focus designed the 90-day corporate farmers market pilot programme to address this gap by directly linking corporate employees with small-scale farmers, creating a predictable demand channel,” he added.
The programme will operate through a structured system of weekly markets supported by an online agri-ordering platform. Consumers will be able to pre-order produce, which will then be aggregated, packaged, and delivered directly to their workplaces. Richards noted that this demand-driven approach is central to ensuring consistency for farmers.
“By organising supply and demand in this way, farmers can harvest according to actual demand, reducing uncertainty and ensuring their produce already has a buyer before it reaches the market,” Richards noted.
Approximately 15 to 25 small-scale farmers are expected to benefit from the pilot. Participants will be drawn from agricultural communities in northwest Clarendon, including Frankfield, Victoria, Bryans Piece, and Ritchies, areas known for active farming but limited access to stable urban markets. The selection process will prioritise farmers with consistent production capacity who struggle with market access and are willing to adhere to coordinated harvesting schedules and basic quality standards.
Addressing the issue of post-harvest losses, Richards emphasised that the programme’s structure significantly reduces waste by ensuring produce is harvested based on confirmed orders.
“Post-harvest losses often occur when farmers harvest produce without a guaranteed buyer. This initiative reduces that risk through demand-driven harvesting, pre-orders from corporate employees, structured delivery schedules, and direct farm-to-consumer distribution.”
He added that the shorter supply chain allows produce to move more efficiently from farm to consumer, minimising spoilage.
ENCOURAGING RESPONSE
Early response from corporate Jamaica has been encouraging. Richards revealed that two major organisations have already been onboarded, with additional companies expressing interest.
“We currently have onboarded two major corporate organisations and the interest as well as feedback have been encouraging,” he told The Gleaner, adding that more entities are being invited to participate through the organisation’s website at https://therealityfocus.com/.
The success of the pilot will be assessed using several indicators, including increased farmer revenues, reductions in unsold produce, employee participation rates, and overall logistics performance.
“This data will help Reality Focus refine the programme for larger expansion,” Richards said.
Should the pilot prove successful, the organisation plans to scale the initiative by increasing both corporate and farmer participation, expanding into additional parishes, and enhancing its digital ordering systems.
“The long-term vision is to develop a national corporate farmers market network connecting urban consumers with rural producers,” he stated.
The initiative comes against the backdrop of Jamaica’s growing food-import bill, which runs into billions of dollars annually, despite the presence of a robust local farming sector. Richards believes initiatives such as this can play a meaningful role in addressing food-security concerns.
“Jamaica spends billions of dollars annually on imported food, despite having thousands of local farmers,” he said. “When farmers know there is consistent demand, they are more willing to expand production, which strengthens national food security.”
He called on corporate Jamaica to play an active role in supporting the initiative and, by extension, the country’s agricultural sector.
“Corporate Jamaica has a powerful opportunity to become a key partner in strengthening Jamaica’s food system,” Richards said. “By supporting initiatives like the Reality Focus corporate farmers market programme, businesses can support rural livelihoods, promote healthy eating among employees, strengthen local agriculture, and contribute to national food security.”
He added, “Sometimes the most impactful solutions are also the simplest: creating a bridge between those who grow food and those who consume it.”
Reality Focus Limited is a community-based organisation rooted in the farming communities of Frankfield and Victoria in Clarendon. It focuses on empowering rural farmers and advancing agricultural development through sustainable practices, improved market access, and agroprocessing.