By Alain Nahle, Executive Director at Merkava March 10, 2025
The Challenge: Tradition vs. Modernization
San Joaquin Agricultural Cooperative, founded over 50 years ago in a rural region, faced a critical dilemma: how to preserve their core values of sustainability and community while adapting to an increasingly digitized market. With more than 200 farmer members and a variety of organic products, the cooperative was experiencing difficulties tracking inventory, connecting with urban markets, and documenting their sustainable practices.
"We had farmers keeping records in notebooks. Some used basic spreadsheets, but there was no unified system," explains María Santana, the cooperative's director. "This prevented us from growing and, worse, we couldn't demonstrate our commitment to sustainable agriculture with data."
The Solution: Technology with Purpose
After an initial assessment, our Merkava team identified three key areas for intervention:
- Integrated management system: Development of a centralized yet accessible platform to track production, organic certifications, and inventory.
- Inclusive digital training: Training program adapted to different levels of digital literacy, considering the diverse age range among members.
- Analytics for sustainability: Implementation of analytical tools to document and optimize sustainable practices, including water use, biodiversity, and carbon sequestration.
Focus on Digital Inclusion
The challenge wasn't simply technological but also cultural. Many members expressed initial concerns about whether they could adapt to new technologies. Our team implemented a "digital buddies" program, where younger farmers familiar with technology supported older members in learning new tools.
"It was revealing to see a 72-year-old farmer learn to use a tablet to record his harvests," comments Emily Chen, our Director of Business Analysis. "The key was demonstrating that technology could be integrated without abandoning their values."
Transformative Results
After 8 months of implementation, the results have been remarkable:
- Operational efficiency: 40% reduction in time spent on administrative tasks
- Market access: 3 new contracts with urban distributors seeking transparency in sustainable practices
- Impact validation: Development of a "sustainability dashboard" that documents waste reduction, water conservation, and regenerative practices
Perhaps most significant has been the shift in perception. "At first I thought technology was the enemy of traditional farming," admits Juan Méndez, one of the most veteran farmers. "Now I see that it helps us preserve what we value most: our sustainable practices and our community."
Lessons Learned: Technology with a Human Focus
This project reinforced our conviction that the most effective technology is one that adapts to people, not the other way around. Among the key lessons:
- Active listening before quick solutions: We dedicated a full month to interviews and field observation before proposing solutions.
- Appropriate technology vs. advanced technology: The most sophisticated solution isn't always the best; sometimes a simple, robust application generates more impact.
- Building local capacities: Long-term success depends on transferring knowledge, not just implementing tools.
Looking to the Future
San Joaquin Cooperative is now exploring how to use the collected data to develop a complete traceability system that allows consumers to know the story behind each product through QR codes.
"What began as a basic need for better organization has become an opportunity to tell our story and connect directly with those who value our products," concludes María.
This case demonstrates the power of appropriate technology as a bridge, not a barrier, for organizations with strong traditional roots seeking to thrive in the digital age without compromising their core values.
Is your organization facing similar challenges? Contact us to explore how we can support your digital transformation with a people-centered approach aligned with your values.
