MooMart

MooMart is a Manila-based agritech startup built as a farm-to-fork online marketplace, letting Filipino farmers of varying scale sell produce directly to households and businesses, including food and beverage companies, without routing through the traditional multi-layer trader and wholesaler chain that typically separates farmers from end buyers in the Philippines. It was founded by Eric and Eva Choe, with Eric Choe (28 at the time of coverage) leading the venture with an explicit goal of adding price transparency for both farmers and shoppers in a supply chain that has traditionally left farmers with limited visibility into where their produce ends up or what margin traders take along the way.

By late 2022, the company had grown to over 1,000 pre-registrations from provincial farms wanting to reach food and beverage businesses across the Philippines faster than conventional distribution channels allowed, alongside six farm partnerships already in place. This entry does not include a founding year, since available press coverage did not clearly establish one beyond general 2022 activity, and this entry avoids guessing rather than presenting an unconfirmed year as fact.

MooMart raised over ₱8 million (roughly US$143,000) in pre-seed funding, and was, as of its most recent public coverage, in discussions to raise additional funding to expand into more Philippine cities and connect with buyers outside the country.

Filipino farmers typically sell through several layers of traders and middlemen before their produce reaches food and beverage businesses or households, which erodes farmer margins and limits price transparency and traceability for buyers.

Food and beverage businesses and households across the Philippines that want fresher produce sourced with more transparency about which farm it came from, plus, on the supply side, farmers of varying scale seeking a more direct route to paying customers.

MooMart focuses specifically on direct farm-to-business and farm-to-household sales rather than a general agricultural marketplace, aiming to compress the number of intermediary layers between a Filipino farmer and the businesses that ultimately use the produce.