Farmers are not forced to pick their fruits before they are ripe enough for transport.Customers are encouraged to do group-orders as it is easier and cheaper to handle with larger quantities. Costumers make their orders on gebana’s website without knowing when exactly the products will be delivered to them.By doing this, farmers can concentrate themselves on improving the way they plant and harvest their products, instead of desperately trying to sell them at extremely low prices to big retailers. gebana prefinances 80 percent of the production already before the harvesting season in order to ensure economic stability for the farmers.Here are some innovations that characterise the way gebana operates. In most of the cases Migros has won this bet and since then it has become the number one retailer in Switzerland.
Alternatively, the producer has to find other ways to remain independent, however risking to fall in bankruptcy and to eventually be bought by Migros. The producers’ choices are difficult: if they commit to sell mass products to Migros for cheap prices, then they will have to sacrifice their good relations with the small retailers and lose their recognition by selling their products under the name of Migros instead of under theirs. If that is not the case, they need to find different markets where they can sell their products. Their approach is simple, considering two possibilities: either their producers sell them mass products, or they sell their company to Migros. Another key advantage to ensure cheap prices is the direct connection of Migros with producers and without the need of any intermediary. Prices are cheap as the products are sold in smaller sizes than the wholesaler’s products but bigger than the small retailer’s ones (mi-gros). They all drive under the name Migros AG and promote six products: rice, sugar, pasta, coconut fat, coffee, and soap. On Augfive refurbished Ford Model-T make stops in the city.
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