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Mika and Rafel Serrano are not your typical farmers. They own just a small piece of land and no livestock at all, but they are still able to live off their farm. The secret to success for many small growers like the Serranos is the sale of produce directly to consumers, without letting intermediary vendors take a cut of their earnings. The idea originated in food co-operatives, where consumers form groups to buy produce in bulk directly from farmers. But instead of waiting for potential customers to found a co-op and find the farmers, Majorcan growers are now selling their products on a website called “Aforavila.” Read More
