Farm to Fork Initiative Towards Sharing Economy in Serbian Agriculture: A Case Study of Farmit Startup

Abstract

This paper presents the main business outline of the Farmit startup. Farmit is an online platform aimed at connecting customers from urban areas with small farmers. Using the app, customers create their virtual garden and choose vegetables they would like to have planted. Farmers plant that ratio of vegetables on their fields and deliver the vegetables from that ratio strip to the customers. This paper gives a theoretical outline of the sharing economy and the Farm to Fork concept and describes their similarities. Using a case study approach, it proposes a business model to fit into strategic directions based on the abovementioned concepts.