Olam Direct: connecting farmers to the market

Improving traceability

In remote, rural areas, supply chains can be extremely fragmented. It’s often difficult for farmers to access and do business directly with ofi buyers. Olam Direct changes that by giving farmers an easier route to market so they can earn more and we can improve traceability.

Born from our decades-long work with farmers, Olam Direct is a mobile phone app that hands power back to the people who grow our ingredients. Farmers can offer produce for sale, set prices and get paid, all using their phones. This bypasses third parties, meaning that farmers get a better price, and that the procurement process is fairer and more transparent.

More than 90,000 farmers in 12 countries now trade using Olam Direct. The app also offers access to advice, financing and supplies for those who would struggle to find it otherwise.

Benefits of Olam Direct 


We geotag and timestamp every transaction, improving traceability and our understanding of farmers’ activities.


Olam Direct generates social and economic impact by creating employment opportunities in rural communities. Many former third-party buyers become ‘micro-collectors’ on behalf of ofi, collecting crops from farmers in exchange for a regular income. This also improves both traceability and logistics.


Olam Direct gives farmers access to digital content including weather forecasting, and planting and fertilisation strategies. Plus, ongoing agronomic training to improve the productivity and sustainability of their farming activities. In times of crisis, such as the COVID-19 pandemic, we can use Olam Direct to share health and hygiene guidance.

Read ofi news

Global Coffee Platform recognises two tiers of Olam’s AtSource programme as sustainability schemes

In a move by the Global Coffee Platform (GCP) to advance transparency and sustainability in the coffee value chain, two tiers of Olam International’s sustainability insights platform AtSource – AtSource Entry Verified1 and AtSource Plus - have been added as new sustainable sourcing schemes to the GCP Reporting on Sustainable Coffee Purchases programme2.

A coffee education: Olam partners with TechnoServe to upskill Guatemala’s coffee farmers

4,000 smallholder farmers in the remote growing region of Huehuetenango in Guatemala will benefit from technical training and resources designed to raise coffee quality and livelihoods.

Olam wins Impact Award for digital platform that empowers smallholder farmers and improves incomes

Olam has been recognised for making a difference in farmers’ lives through its Olam Direct platform at Innovation Leader’s 2020 Impact Awards.

Is your supply chain sustainable?

Get in touch today to discuss how ofi’s digital tools can help you grow your business and make it more sustainable.