Direct purchase of agricultural products from farmers in order to improve freshness and quality is being increasingly demanded by the international fruit trade. And so the Spanish internet portal naranjasyfrutas.com was set up in order to deal with this demand. Naranjasyfrutas.com is an online platform where fruit producers can sell and buyers could request produce directly from the producer at a mutually agreed price. It came to the founders of the websites attention that a number of wholesalers from outside Spain were interested in buying directly from Spanish producers. They also noticed that specific markets were interested in the guarantee of fresh products which haven’t been subject to chemical treatments for their conservation.