Our Craft; Our Blog

by | October 2021

October 2021

Why We Need a Digital Supply-Chain

Supply-chain problems have disrupted the supply of sustainably and ethically produced goods for many years. Producers, both large and small, struggle with the existing infrastructure, relationships dictated by margins, and our “just-in-time” distribution methods. This disproportionately benefits a very small number of ultra-large producers. 

COVID has amplified these problems and highlighted the effect across the globe.

In a world where information flows freely and transparency isn’t optional, we must aim for a fundamental rethinking of how business relationships exist. We must also think about how digital trading of foods and drinks is managed, locally and globally.

Opacity Drives Higher Prices

For years, demand and pricing have increased for small-batch, handmade, and craft products from both retail and wholesale buyers. To the detriment of producers and consumers at either end of the supply chain, higher sale prices and better margins benefit the numerous middlemen involved. 

The COVID-19 pandemic confirmed how our fragile supply chain lacks the adaptability that modern technology provides. Small producers are forced to bypass the middlemen and create their own digital stores. This is done to establish direct-sale capability and stabilize their business.

Small producers pay a price for disposing of unsold goods. This is not due to low demand but the lack of access to distribution.

This further confirmed the failure of our “traditional” methodology, in place for over 75 years. Large-scale distribution is efficient but not resilient. And production is scalable but completely disconnected due to the lack of vertical integration across the supply chain.

Smaller, Local Producers Not Welcome

Although there have been success stories from small producers building out their digital stores, millions of others across the globe rely on archaic supply chain practices. These are heavily geared towards lower costs and complete opacity. 

As a result, Canada produces berries, but even in peak season, they fill our shelves with a higher carbon footprint Mexican products. The United States produces vast amounts of red meat and is both the largest exporter and importer. They contribute to more handling, higher food miles, and margin erosion through incumbent middlemen relying on opacity between producers and consumers.

Small producers pay a high price for disposing of unsold goods, not due to a lack of demand but the lack of access to distribution, which requires greater volumes.

Better Distribution Requires Transparency

Product information is generally available from the retailer or the producer themselves. However, it gets lost or becomes inconsistent through distribution, resulting in poor product knowledge for the end consumer. With over 90% of producers being small businesses, this is amplified exponentially, enhancing the lack of data around sourcing, stock availability, and overall quality of the goods available. 

By connecting directly to their channels, small producers can better leverage the new digital economy. As a result, they reduce supply-chain friction and increase margins, brand equity, and product transparency for the ultimate end consumers. 

The Future of Producer-Channel Optimization

Troly seamlessly connects producers to any channel, allows each channel to access products more directly, and enables true supply-chain optimization to take place through smart product-channel matching.

We need a universal technology platform, built with smaller producers in mind, to ensure a stronger, effective supply chain. This will truly enable multi-channel sales, and ultimately reduce the number of middlemen required by the incumbent traditional supply chain. 

This technology is agnostic to production volume and derives sales from verifiable product and consumer data. As a result, it creates a more transparent producer-consumer relationship.

Join Troly

Improve your sales and distribution today, using our platform designed for business like yours.

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From our GOLD Partner Sebastien ― CEO
Fuelled by a desire to bring righteousness to the industry, Seb is driving numerous initiatives like Troly, working with producers to better understand their business, increase their margins, and shine the spotlight on the products using scalable techniques and technology.

Original article at

Originally published at:

by Sebastien ― CEO at Troly
Fuelled by a desire to bring righteousness to the industry, Seb is driving numerous initiatives like Troly, working with producers to better understand their business, increase their margins, and shine the spotlight on the products using scalable techniques and technology.