Farmer’s TikTok Reveals Tight Margins in Direct-to-Consumer Mandarin Sales
Don Paco, a Spanish farmer, recently shared his experience selling mandarins and oranges directly to consumers via the internet on tiktok, sparking a widespread discussion about the economics of agriculture. His video quickly gained traction, amassing over 600,000 views and numerous likes, highlighting public interest in understanding the challenges faced by farmers.
don Paco’s project allows customers across Spain to purchase citrus fruits directly from his farm through the website naranjasdelabuelo.com, aiming to connect producers and consumers and showcase the work involved in bringing produce to market. However, despite national reach, profitability remains a meaningful hurdle.For a recent harvest, Don Paco reported a real benefit of just €500 for 4,000 kilos of oranges and tangerines – approximately €0.30 per kilo. This limited profit margin is largely due to the ample costs associated with bypassing traditional intermediaries.
He identified key challenges including transport, labor for packaging and labeling, and website management. Specifically,users commenting on his TikTok video pointed to high shipping costs,with one commenter noting that a 60% charge for sending the product significantly impacts profitability. Other expenses include crop maintenance, requiring the use of fertilizers and sulfates.
The TikTok post generated both support and criticism, with many commenters expressing surprise at the narrow margins achieved through direct sales. The discussion served to educate the public about the complexities of the agricultural economy and the difficulties farmers face when eliminating middlemen.
Don paco emphasized that the final price of the fruit needs to reflect these costs, even though selling at €1 per unit results in minimal net profit. He also acknowledged the unquantifiable costs of family labor and the significant time investment required.
Beyond financial gain, Don Paco views the project as an educational tool, promoting the value of local agriculture and supporting rural Spain. He argues that paying a few extra cents per kilo ensures a fairer margin for farmers, encourages consumption of Spanish products, and helps sustain activity in sparsely populated areas.
Ultimately, Don Paco’s experience demonstrates the reality of the agricultural sector, the importance of valuing agricultural work, and the necessity of adjusting prices to accurately reflect the true cost of production and logistics.
