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The increase in the price of food in Panama affects the family economy of consumers of high quality products, because citizens of lesser resources are forced to stop buying fresh products such as fruits and vegetables at reasonable prices and in places of easy access; for not having precise information of where they can obtain them at a reasonable price. In general, for the Panamanian consumer, it is very difficult to find fruits and vegetables near and at a low price. Those products that are nearby, are usually found in supermarkets and at high prices; and those who find at low prices, are far away.

Similarly, for the farmer, they often do not have more direct channels to sell their products to the final consumer. Mercadito will serve as a tool for farmers so that they can reach more final buyers (both wholesalers and retailers) and be more profitable in the process. Mercadito is a product that focuses on a specific market, the agricultural market, which has not yet experienced the power of technology to the fullest. Farmers today still use very traditional processes that have not yet exploited the benefits that technology can offer. We will innovate in this market and we will give these farmers a tool that is based on something that is already part of their lives but that they still do not take full advantage of: mobile technology.