To most American shoppers, there’s nothing remarkable about a red onion in the produce aisle at the closest big box retailer.

But it’s a huge victory for Ashley King-Bischof’s technology. King-Bischof is the CEO and co-founder of Markit Opportunity, a Nairobi, Kenya-based start-up that connects small farms to big corporate buyers and exporters.

It’s a big untapped market opportunity, hence the company’s name. Family farms are about 90 percent of all farms worldwide, according to United Nations research. In Kenya 75 percent of workers make all or part of their livelihood from agriculture, which constitutes 18 percent of the nation’s economy, according to the United States Agency for International Development.

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