What We’ve Learned: Insights to Date
Although trade transactions on the Yellow Seed platform are generally in line with our theory of change from speaking with our community we have also heard a need for:
Increased market access for “emerging origins” - producers and stakeholders at origin that are not yet known or vetted in the community and require support in telling their story and connecting to buyers.
Matchmaking services to make appropriate connections between Origins and Buyers.
Facilitation and coordination with trusted service intermediaries.
Deeper transparency on pricing, i.e., where does the money go, who gets what along the supply chain, and for what services?
A closer relationship to producers at origin, including a better understanding of unique Origin goals and impact of contributions or actions.
More stories and data reporting about what the social and environmental impact was at Origin after the cacao was purchased.
We have also noticed that:
The majority of the trade transactions on Yellow Seed are made between buyers and product hosts with cacao already warehoused in the U.S.
Few trade transactions happen internationally — i.e., directly between buyers in the U.S. and international Origins — because lead times are considered too long, shipping costs for smaller purchases are too great and coordinating logistics is too challenging for some buyers.
As a result, Yellow Seed has decided to pilot an experiential program in order to service the community with these needs while also supporting greater entrepreneurship and self-sufficiency for farm origins.