By Umar Nsubuga
The year 2025 presents an ideal opportunity for small-scale farmers, vendors, and entrepreneurs to transition to direct-to-customer sales.
This model eliminates intermediaries, increases profits, and creates a personal connection with your customers.
For individuals who have not yet ventured into such a strategy, now is the perfect time to explore its benefits and adapt it to your circumstances.
Harriet Nakintu, a vendor at Kawempe market, notes that many farmers have started selling their products from home.
“During the pandemic, people realised the importance of being closer to their customers. This trend has continued because it’s convenient for both farmers and buyers,” she says.
Nakintu highlights how some farmers have transformed small sections of their homes into mini-markets, attracting neighbours and reducing transportation costs.
Richard Male, a farmer and businessman in Wobulenzi in Luwero says if people are not to cry for losses, this is a good idea for farmers, because direct-to-customer selling involves taking your products directly to consumers instead of relying on wholesalers, retailers, or middlemen.
This approach allows producers to maintain control over pricing, quality, and the overall customer experience.
It is particularly effective for agricultural products such as vegetables, fruits, poultry, and other perishables that benefit from freshness and trust between the producer and the consumer.
Why 2025 is the perfect year to start
Male says modern consumers are increasingly valuing transparency in the food supply chain. They want to know where their food comes from, how it is grown, and who is producing it. Direct selling satisfies this demand by allowing producers to interact directly with their customers.
Selling directly to consumers aligns with this trend, creating a win-win for producers and buyers.
Micheal Senoga, an economist says social media platforms and online marketplaces have made it easier than ever to connect with potential customers.
Tools like WhatsApp groups, Facebook pages, and online order forms simplify marketing and logistics for small businesses.
By bypassing middlemen, producers can save on fees, transportation costs, and other overhead expenses. These savings can be reinvested into the business to improve quality and expand operations.
Turning losses into profits
Moses Bwogi, a chicken farmer and resident of Lwadda A in Wakiso says how she has managed to thrive by adopting the direct-to-customer model.
“I used to wait for clients to come to me, which often led to unsold stock and losses.
Now, I market my chicken directly to households and restaurants in my area. By cutting out the middlemen, I earn more and reduce waste,” he explains.
Bwogi’s strategy also includes pre-orders, ensuring she knows exactly how much to supply to meet demand.
Building a sustainable business
For Godfrey Kavule, a vegetable farmer, selling directly at Matugga market has been a game-changer. Over the past year, he has seen significant growth in his earnings and plans to continue this approach in 2025.
“People appreciate fresh produce straight from the farm,” Kavule says.
“They trust me as a reliable source. This trust has led to repeat customers and even referrals.”
He has expanded his operation by offering delivery services and special discounts for loyal customers.
How to get started
Identify your target market, determine who your customers are and what they need. Are you targeting families, restaurants, or other businesses?
“Use technology, leverage social media, messaging apps, and online platforms to market your products and communicate with customers,” he adds.
Kavule explains that a simple post about your fresh produce can attract dozens of buyers. Build relationships, establish trust with your customers by offering quality products and excellent service. Happy customers are likely to become repeat buyers and refer others.
“Start small, begin with a manageable scale and gradually expand as you gain confidence and build a loyal customer base,” he advises.
Seek feedback, regularly ask your customers for feedback to improve your offerings and address their needs effectively, he says.
