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Romanian farmers traditionally sold their products at markets in towns and cities. Unfortunately, many of those markets have fallen prey to mafia-like practices with middlemen controlling access while also importing cheaper goods from outside the country.
Roadside stalls are a fallback, but come with a different challenge: an increasingly cashless society. So, Mastercard teamed up with navigation app Waze and McCann Bucharest to literally put farmers and small food producers on the map, and offer them the tools they need to take card payments. Farmers, bakers, beekeepers, cheesemakers and other roadside vendors can sign up for Piata la Drum, or 'Roadside Market.' They're then listed on Waze with a profile and description of what they're selling, so drivers can easily locate their stall.