One of the architects behind the wildly popular online game FarmVille has created an online marketplace called FreshtoHome that works with thousands of fisherman and other livestock farmers in India to bring fresh, chemical-free fish and meat to consumers. FreshtoHome sources products directly from farmers and supplies them to customers at or below the wet market rates (wet markets are markets that sell fresh meat, fish and produce). By going straight to the source and eliminating middlemen, FreshtoHome benefits farmers. It also allows the product to be sold at mass prices, thus benefiting consumers too.