Bater agricultural cooperative required a pick-up truck with a 5-ton capacity to transport products to markets, stores, and customers in Saida and Beirut. Far from simple transportation, this pick-up truck meant wholesalers would be replaced (they pay low prices for produce with direct access to higher-paying retail markets). A modern truck also meant lower fuel and lower maintenance costs. The truck not only led to reduced selling costs and increased profits, but also increased speed of delivery, and enhanced the freshness of produce at the point of delivery.

120 farmers