Comproagro: transforming small farming in Colombia with an app

In the Colombian context, a country hit by violence since 1948 and its consequences for rural development, the Vergara family was determined to make a living off their farm, helping others in their community. They created Comproagro, an online platform directly connecting agricultural producers with consumers in the country. After years of functioning, the family was struggling to generate enough income, so they decided to create a parallel initiative called La Peladora, which was financially more successful but did not generate enough revenue to maintain both businesses. In December 2019, the Vergaras received a venture capital offer of USD85,000 cash for 50 percent of Comproagro. Although they needed the money, they also had to think about the social goals of their project. With this case, students will understand the blended value creation in social entrepreneurship and recognize the characteristics of the digitalization of agribusiness in emerging markets. © Jana Schmutzler, Lorena A. Palacios-Chacón, Samantha Burvill and Veneta Andonova 2024