Brazilians are no strangers to bouts of high inflation, but when grocery shopping became a “painful experience,” Priscilla Veras decided to find out what was happening to prices on the journey from farm to supermarket. Through her former job at a humanitarian aid nonprofit, Veras got in touch with small-scale farmers across Brazil and elsewhere in Latin America, most of whom blamed middlemen for eating up their modest profits even as consumers paid more. “And who were the ones suffering most from middlemen? Organic farmers, family farmers,” Veras said. She sensed a business opportunity: If she could bypass the intermediaries who bought goods