Launching Farmas Nigeria, a platform that connects customers directly to farmers, came with real challenges. Poor logistics and weak rural infrastructure often delayed deliveries and spoiled produce, so we explored partnerships with Gokada and cold-chain providers to keep goods fresh. Farmer onboarding was slow due to low tech literacy and limited smartphone access, which we tackled through SMS tools, training, and data incentives. Payment trust was another barrier—many preferred cash because of fraud fears—so we introduced escrow payments and verified profiles to build confidence. Quality inconsistency also caused refunds, prompting photo checks and third-party inspections. Competing with traditional markets and e-commerce platforms like Jumia pushed us to emphasize freshness, fair-trade pricing, and transparency. Navigating regulations like NAFDAC and NDPR and securing funding in a volatile economy were tough, but we turned to agritech grants such as the Tony Elumelu Foundation to support growth.