Saltz

The European food supply chain is one of the most complex and least digitized systems in the continent's economy. Local producers — often small and medium-sized agricultural businesses — struggle to access mass retail channels that require precise documentation, competitive pricing, reliable deliveries, and compliance with rigorous quality standards. On the other side, grocery buyers seek reliable suppliers, ideally geographically close, with traceable and documented supply chains. Saltz is a Lithuanian B2B marketplace that chose to build digital infrastructure to connect these two worlds, facilitating transactions between local producers and mass retail buyers with integrated logistics and documentary compliance. The marketplace model aggregates producer supply and makes it accessible to buyers in a standardized way, eliminating the bureaucratic friction that makes it difficult for a small agricultural company to become a supplier to a retail chain. Saltz earns by taking a commission on transactions, with additional services including integrated logistics, crop insurance, and financing access. Premium subscriptions for buyers and sellers add recurring revenue. The focus on food — a category with specific regulatory dynamics, traceability requirements, and sensitivity to geographic origin — creates entry barriers that generalist marketplaces struggle to overcome. Saltz fits into a broader trend toward local products and shorter supply chains that is reshaping European food distribution.