In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Christophe Schmidt, CEO of Gebana, a direct-to-consumer food company that's reimagining the online grocery model by prioritizing farmer livelihoods, product quality, and radical transparency over convenience. Operating across Europe with 900 employees (800 in Africa), Gebana has built a €60 million business that only sells fresh fruit when it's ripe—requiring customers to pre-order and wait until nature decides the product is ready. This counter-intuitive approach has created unexpected viral marketing loops, fierce customer loyalty, and double-digit growth year over year in a highly competitive market.