Auntie Moo
&
Nuch
Empowering Rural Entrepreneurs, One Connection at a Time
Imagine waking up before dawn every day, working tirelessly for 16 hours, yet barely making enough to survive. This is the reality for millions of small business owners and farmers in Thailand—and it was the reality for Auntie Moo and Nuch. They’re hardworking. They’re resourceful. But like many in rural Thailand, they faced barriers that kept them trapped in survival mode. At Nesture, we believe that rural businesses don’t need charity. They need the right connections, smarter operations, and access to opportunities that let them grow. That’s exactly what we set out to do with our first pilot project—bringing together small vendors like Auntie Moo and farmers like Nuch to create a sustainable, scalable business ecosystem.
The Challenge: A Broken System
Auntie Moo – The Local Vendor Struggling to Grow
Auntie Moo owns land, grows rice, and runs a food cart. She works relentlessly, but despite her grit and determination, she still struggles to make a sustainable income. Without a stable supply chain, she has to rely on inconsistent sources for ingredients, often paying higher prices for lower-quality products. Her profit margins are slim, and without bulk purchasing power, she ends up spending more than she should. Every day is a fight to keep her food cart running, leaving no room for expansion, innovation, or financial security. Growth isn’t an option—it’s a luxury she can’t afford.
And she’s not alone. Across Thailand, thousands of small vendors like Auntie Moo work under the same conditions, caught in a system that offers no support and no way forward.
Nuch – The Farmer Losing Money on Waste
Nuch is a small-scale egg farmer. She produces high-quality eggs, but there’s one major issue:
Thousands of cracked eggs go to waste every month.
This lost product cost her $57,000 per year—a devastating number for a small farm.
Like many farmers, Nuch didn’t have the resources or connections to turn waste into value. She needed a smarter way to make her business profitable.
That’s where Nesture stepped in.
Our Solution: Building a Smart Business Network
Instead of looking at Auntie Moo and Nuch as separate problems, we saw an opportunity. We connected them—and in doing so, created a new way for rural businesses to thrive. Auntie Moo now sources her eggs directly from Nuch, securing a consistent, affordable supply of high-quality ingredients while reducing her costs. At the same time, we helped Nuch eliminate waste by transforming cracked eggs into egg tofu and wonton skins—two profitable products that she could sell to Auntie Moo and other vendors. This simple but effective partnership allowed both women to increase their income, reduce waste, and build a more stable business model. Instead of fighting to survive on their own, they are now part of a connected ecosystem where small businesses support each other. And this is just the beginning.