Evaluating only CampoApp’s profile at its peak — without knowing the outcome — the model ranked Unit economics as the #1 likely cause. That’s exactly how it died.
Key Events Timeline
FOUNDING
MILESTONE
CRISIS
SHUTDOWN
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Documented cause
CampoApp built a digital marketplace and supply chain management platform connecting Colombian coffee and cut flower smallholders with domestic and export buyers, aiming to eliminate intermediaries that absorbed 40-60% of farmgate value. The company piloted in Antioquia and the Eje Cafetero regions and enrolled 800 farmers across both sectors. But Colombia's complex rural geography meant that last-mile collection logistics required motorcycles and local agents in areas without reliable connectivity. Each farmer cost $180 to onboard and $90 per season to service, while average revenue per farmer was $65. The unit economics gap widened rather than closed with scale. A Series A process in 2021 failed to close as investors noted the structural cost floor.
Lesson
“Build your farmer unit economics model before your platform. If collecting produce requires a motorcycle, a local agent, and two hours per farm, your cost structure is a logistics company, not a software company.”