BeyondTrade.
No longer strangers, but partners.
Connecting the hands that nurture the soil directly to the hands that nourish the home.
Transaction
The Invisible
Sabotage.
While families struggle to afford food, farmers are forced to throw away their harvest. This isn't just bad luck—it's a systemic failure.
Artificial Scarcity
Cartels and hoarders manipulate supply to artificially inflate prices. Traders buy low from farmers and sell high to consumers.
Predatory Pricing
Farmers often receive less than 20% of the final retail price. No data means selling at a loss while markets hike prices up to 300%.
Systemic Waste
Due to poor logistics and lack of demand forecasting, tons of produce rot in the fields. Spoilage drives up costs for everyone.
The Great Disconnect
The Farm
Fresh & Vital
Passes through 5 different hands...
Your Kitchen
Lost Vitality
Duruha exists to restore the ancient bond. By using data to predict demand before a single seed is planted, we eliminate the risk of waste.
Blind Supply-Push
Farmers plant based on gut feeling. Massive oversupply crashes prices (Tomatoes ₱5/kg → ₱1/kg).
We aggregate purchase intent BEFORE planting. Verified buyers match with guaranteed offtake.
Predatory Pricing
Farmers sell low, consumers pay high. Middlemen extract value while obscuring real market prices.
Direct connection. Real-time price visibility. Fixed-price contracts for financial stability.
Broken Logistics
No cold chain. Fragmented delivery. Producing food that never reaches a plate.
Hub-and-spoke model using partner logistics. Consolidated shipping for smallholder farmers.
Climate Vulnerability
Zero climate-smart planning. One bad season destroys a livelihood due to lack of data.
Diversified crop portfolios matched to weather patterns. Data-driven planting calendars.
Land Fragmentation
Too small for machinery. Too weak to bargain. Trapped in subsistence farming.
Pooling 100+ farmers into a digital collective for bulk input purchasing and bargaining power.
Financial Exclusion
Unbanked and high-risk. Forced into predatory loans (20%/mo) just to buy seeds.
We provide seeds/fertilizer upfront, deducted from harvest. Transaction data builds credit.
The Paradigm Shift
The Old Way
Supply-Push
Farmers plant blindly.
40% of harvest is rejected before it even reaches a plate.
The Duruha Way
Demand-First
We sell the cropbeforeit's planted. Farmers grow with a signed contract in hand.
Why It Matters
Persistent food inflation suppresses consumer spending and drives rural-urban migration.
Massive footprint from growing food that rots in transit. Land degradation from inefficient cycles.
Average farmer age is 57. The next generation is leaving. Food security is a ticking time bomb.
Direct-to-Farmer
No middlemen. No brokers. We built a digital highway that connects your kitchen directly to the specific harvest of a verified farmer.
Open-Book Pricing
Radical transparency. See exactly how much goes to the farmer (60%+), logistics, and packaging. No hidden margins.
Community Impact
Every purchase builds rural economies. We actively route excess produce to community soup kitchens to ensure Zero Waste.
Truth written in
Ink & Soil.
"We stripped away the hidden traders and built an open ledger. Fair pricing is no longer a myth, but a documented reality."
Market Opportunity
Starting in Iloilo. Scaling Nationwide.
TAM (Philippines)
Total Fruit & Vegetable Market
SAM (Western Visayas)
Regional Capture Strategy
Revenue Projection (GMV)
Why the current market players cannot compete with our model.
Our Promise
The operating system of a fair economy.
Zero-Waste Protocol
We eliminate the industry-standard 40% spoilage by aggregating demand before planting begins.
Radical Transparency
We validate origin and cost breakdown on every receipt, building a high-trust marketplace.
Protected Margins
We ensure farmers receive a dignified share (>60%) of the retail price, decoupled from predatory trader fluctuations.
Synchronized Supply
We optimize logistics for speed, reducing farm-to-table time to under 24 hours.
Regional Sustainability
We prioritize local production to reduce carbon footprint and strengthen islands food security.
Signed & Sealed
This is our irrevocable covenant with every farmer and family we serve.
Duruha
/du-ru-ha/nounA philosophy of abundance and connection, disguised as a technology company.
Hindi Root
The Enigma
(from "Duruha")A puzzling thing, beyond imagination. We solve the impossible complexity of the food supply chain.
Kinaray-a Root
The Abundance
(from "Duro")Meaning 'plenty'. Our technology ensures harvest abundance is calculated, predicted, and never wasted.
Bisaya Root
The Connection
(from "Duha")Meaning 'two'. The Farmer and The Consumer. We are the bridge that finally connects these two hands.
The Guild
The hands behind the harvest.
John Mark Jardin
Community Lead
I have observed that palay is sold at a very low price by farmers, but once it becomes rice, its price doubles. This inspired me to pursue the idea of building a direct bridge between farmers and end consumers. By doing this, we can eliminate unnecessary middlemen who significantly increase the cost of fresh produce.
Edjay Lindayao
Tech Lead
My family once lived the life of farmers, and I learned early that hard work doesn’t always lead to fair reward. Today, I code with those memories in mind. We’re building an app that removes the middleman and gives farmers a direct path to consumers, so the people who feed us can finally benefit from what they grow
Elly Mar Tamayor
Brand Lead
After carrying and transporting 55kg of bananas from the farm to our house, and finally to the market, we sold our harvest for just 15 pesos. A little while later, my mom and I found out that the trader resold them for 30 or 40. Seeing that price gap made me hate the business side of farming that day.
Shan Kian Buenafe
Operations Lead
To give the farmers and children a better and healthier future, I speak not just from ideals, but from experience. Growing up, I witnessed how unhealthy lifestyles slowly took their toll on people I love. This is why I believe change must start now, especially with farmers and children.
Our Journey
Building the Solution
Realizing the urgency of the problem, we formalized the team. We are now building the Minimum Viable Product (MVP) and looking for strategic partners to bring Duruha to market.
Feeding the Future, Fairly.
To dismantle the opaque layers of the food supply chain and replace them with a system built on radical transparency.We exist to ensure farmers earn a living wage and consumers know exactly what they are paying for.
100%
Traceable
0%
Hidden Fees
Email Us
lmrtamayor@gmail.com