Hugh Molotsi believes “know-how ought to assist enhance folks’s lives.” That was his “tenet” for the 22 years he labored at Intuit, the place he constructed progressive options for entrepreneurs.
However, he says, after many years of dwelling and dealing in Silicon Valley, he realized that whereas “know-how has the potential to be egalitarian in its potential to offer folks new instruments to enhance their high quality of life,” he noticed “how simple it’s for firms to lose sight of that and focus their efforts purely on driving innovation that largely advantages folks of upper monetary means.”
So Molotsi determined to deal with the problem head-on and based Ujama (which suggests prolonged household in Swahili), a messaging platform that helps join communities. From there, Molotsi launched a farmers market app known as Soko, which is Swahili for “market.”
To be much more inclusive, Molotsi developed a manner for SNAP recipients to purchase more healthy meals at farmers markets. SNAP is the Supplemental Vitamin Help Program, the nation’s largest authorities program offering advantages to eligible low-income people and households who purchase meals utilizing an Digital Advantages Switch (EBT) card.
I not too long ago talked to Molotsi to be taught extra about how his present for innovation and his pivot to entrepreneurship helps enhance folks’s lives.
Rieva Lesonsky:What prompted you to start out your personal firm? After which launch Soko?
HughMolotsi: I started Ujama with a easy query: “What can I construct that may assist the most individuals, no matter their revenue or class standing?” Initially, that took the type of constructing an app that helped mother and father create supportive networks of mutual support in childcare and transportation. And whereas we had success in constructing the app and rising its consumer base to over 12,000 mother and father, the Covid-19 pandemic compelled our momentum to a grinding halt. Folks started working from house, children not wanted to carpool to and from faculty, and abruptly this want I used to be making an attempt to unravel all however disappeared.
Nevertheless, a brand new want turned obvious: how do folks store for meals safely? For giant field grocery shops, this meant a speedy shift to on-line procuring and supply, however this excluded arguably one of the best supply for wholesome, sustainable meals: native farmers markets.
For this reason we developed Soko, a free app that helps anybody with a smartphone discover farmers markets close to them. It offers them the instruments to have interaction distributors and store remotely, and a safe solution to pay electronically, whether or not by the app or procuring in particular person.
Lesonsky: You simply began processing SNAP funds, a brand new follow for farmers markets.
Molotsi: We not too long ago launched the flexibility to course of SNAP funds on the Saratoga Prince of Peace [Farmers] Market. Our present resolution works with a third-party platform and replaces the bodily tokens given to SNAP recipients with Soko credit score vouchers (digital), making the method extra environment friendly.
We’re within the technique of getting approval from the USDA to instantly course of SNAP funds on our platform, which is able to additional present ease and effectivity to the method.
Lesonsky: Why is it necessary for farmers markets to just accept SNAP or EBT funds?
Molotsi: Yearly, of the over $100 billion spent on SNAP, solely $25 million is spent at farmers markets. [Being able to use] SNAP funds at farmers markets means extra SNAP recipients can eat contemporary, healthful, and regionally grown meals, and extra native farmers and small companies will thrive.
Lesonsky: What are customers’ reactions to the app and the SNAP/EBT cost choices?
Molotsi: Our app is extremely rated within the app shops, and we get complimented for our ease of use. Many customers have been pleasantly stunned to find by Soko that there are lots of extra farmers markets close by than they beforehand thought. We anticipate comparable reactions to automated SNAP/EBT funds.
Lesonsky: What downside does Soko resolve for households depending on SNAP?
Molotsi: Soko makes it simpler for SNAP recipients to make use of their advantages to buy produce at farmers markets. On the identical time, the automated SNAP/EBT funds will make it simpler for farmers markets to course of funds and incentives (like matching funds for SNAP recipients).
Lesonsky: How is the Soko app totally different?
Molotsi: Farmers markets are nice for communities. They supply customers with contemporary and healthful produce, and help native farmers and companies. Soko’s aim is to have farmers markets, and the individuals who promote there, thrive and develop. In contrast to some farm-to-table platforms, Soko doesn’t search to displace farmers markets, however as an alternative works with them to construct extra enterprise. Soko additionally permits each vendor on our platform to develop a following to allow them to at all times talk with their clients.
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Lesonsky: We hear a lot about meals deserts in impoverished communities the place getting high quality, nutritious produce is difficult, if not unimaginable. How will the Soko app and the acceptance of SNAP funds make it simpler to carry farmers markets to those communities?
Molotsi:Meals deserts are a big reason behind poor diet and continual well being points in lower-income communities. Farmers markets are an environment friendly and efficient treatment for meals deserts. In contrast to the capital required to construct a grocery retailer, a farmers market could be held on the level of want—at an accessible car parking zone or by cordoning off a couple of avenue blocks.
The problem of launching new farmers’ markets is a “chilly begin” downside—getting sufficient distributors to enroll, concern about managing a doubtlessly massive quantity of SNAP funds, and getting sufficient customers to make it price their whereas.
When Soko will get to essential mass, we’ll be capable of mitigate the chilly begin downside as a result of our platform can be an efficient channel for managing SNAP funds and speaking with each distributors and clients.
Lesonsky: How can different companies assist help farmers markets and get them in meals deserts?
Molotsi: Farmers markets can use assist getting the phrase out. If your enterprise is in a meals desert, you’ll be able to assist by providing a location for a brand new market and telling your clients about upcoming farmers market dates.
Lesonsky: What’s subsequent for Soko? When will this be accessible at farmers markets all through the nation?
Molotsi: We have already got a nationwide database of over 2,500 farmers markets listed within the app, so irrespective of the place you’re within the U.S., yow will discover the closest one. We even have greater than 100 markets with absolutely populated vendor directories.
In 2023 we are going to proceed to construct our Soko app neighborhood so clients can talk instantly with farmers market managers, particular person farmers and distributors, and our automated SNAP cost resolution to make contemporary, healthful meals accessible to extra folks.
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