Can the digital long tail effect in farmers’ markets increase crop diversity on farms and in diets? A pilot study from Costa Rica

Farmers’ markets play a key role in food systems. They provide income for small-scale producers, offer consumers diverse and healthy food options, and help sustain agrobiodiversity on farms. Economic development is often thought to reduce agrobiodiversity, weakening both farm resilience and diet quality. Yet digital platform business models in advanced economies have shown that diversity can also be profitable through so-called “long tail” effects, in which niche products collectively create substantial market value.

Using a case study, we explore whether such leapfrog innovation could help prevent the loss of agrobiodiversity in modern value chains by activating a digital long tail effect within an existing farmers’ market. Our research focuses on a market in Costa Rica, where sellers already offer a wide range of crops, but buyers still struggle to find certain “opportunity crops,” especially tropical fruits. We piloted a digital platform over a short period and found that it was well received by users. With supportive local government policies, this model could become a viable business approach that sustains both crop diversity and rural livelihoods.