Heart Markets
Award: Shortlist
Shortlist / E-Commerce / Customer Journey / 2022
In Colombia, farmers produce 100% of the country's fruits and vegetables. However, their net profit from sales is 10%. That's why Bancolombia, the nation's largest bank, created Heart Markets, a platform to connect all farmers with buyers in cities. Over 600 farming families were put on the map as their stalls were listed in Waze. All of the families were also offered banking services and financial training so they could receive their payments and manage their earnings.