101591Market AppClosedLaunchpadInnovate UKWe are developing a portal for grocery and fresh products in wholesale markets. This will Introduce the benefits of information technology that are relevant to this industry in an easy to use format which removes the barriers to uptake. For the first time it will be possible to see what is available from a large range of fresh producer and wholesalers in your local market virtually on your mobile phone. The system provides, costs, images of the products and gives detailed descriptions of quality and provenance. The introduction of this disruptive innovation has the potential to change independent food supply chain ordering systems. We will bring variety and real choice back to the consumer. Wholesalers and producers gain new ways to market and promote their products. Information technology is built around their needs simplifying and automating processes rather than using generic software. This reduce the barriers to up take giving them a greater understanding of the trends of their customers and their own businesses and a new channel for sales. In addition we will be researching the opportunities to improve delivery behaviors promoting the consolidation of orders which have the potential to bring about environmental improvement.