Horta Nord · València / Transparency
Value should reach
those who grow.
That is the purpose. The data will have to show how far we get.
Terra Madura wants to bring producers, makers, restaurants, local businesses and community together. Here we explain what we want to test, how we propose to measure it and which results we can back up with evidence.
01 / What we want to prove
A chain to be tested, step by step.
Our hypothesis: if producers reach more buyers and make more direct deals, they can keep more of the value of their produce. If that value covers costs and working time, it can help make farming more viable.
Produce with a name, origin and harvest date.
Meeting member restaurants, businesses and community.
Agreements between whoever produces and whoever buys.
Tested with payments received, costs and hours, not just sales.
A possible outcome that needs monitoring.
The arrows express a hypothesis, not a proven effect. Demand, prices, seasonality, costs and how work is organised can all change the outcome.
Terra Madura provides Naves Maduras and the platform. The association plays no part in sales between its members and takes no cut from them. Purchase and delivery are the responsibility of the producer and the buyer; Terra Madura does not handle transport or the handling of the produce sold.
02 / Four different things
An intention is not a result.
What we think could happen. Checked against evidence.
What we want to achieve. No numerical targets published on this dashboard.
Verified records, with period, source and coverage. No publishable data yet.
What that data lets us conclude. No proven results on this dashboard yet.
03 / The measurement dashboard
The accounts, in context.
These are the indicators we propose to track. Collecting and validating the information starts with the first sales between members. No figures, percentages or improvements are shown without backing.
01 / INDICATOR
Active producers
No data yet
Distinct producers with at least one completed, verified sale in the period. A profile or a sign-up does not count as activity.
Number of producers · period and coverage shown.
02 / INDICATOR
Kg and € sold
No data yet
Kilos actually delivered and product value of completed sales, net of returns. Transport and taxes shown separately; no double-counting across channels.
Kg and € · units that cannot be converted to kg are reported separately.
03 / INDICATOR
Money received by producers
No data yet
Amount actually received by producers, net of returns. Kept distinct from sales value, outstanding payments and net profit.
€ received · costs, fees and expenses are not confused with income.
04 / INDICATOR
Share of direct sales
No data yet
Verified deals in which the producer sells to the member buyer with no reseller in between, divided by all verified deals in the same period.
% by number of deals · denominator and coverage published.
05 / INDICATOR
Repeat buyers
No data yet
Distinct buyers with at least two completed purchases in the period observed. Each buyer is counted only once.
Number and % of buyers with verified purchases.
06 / INDICATOR
Field-to-buyer time
No data yet
Hours from harvest to delivery, only when both dates are recorded. For processed products, the production date is shown separately.
Median hours · sample size and incomplete records shown.
07 / INDICATOR
Producer’s net €/hour
No data yet
Income attributable to the activity observed minus all its attributable costs, divided by the hours of work recorded. Includes production, preparation, selling, admin and delivery.
Only with complete costs and hours · sample and calculation method stated.
08 / INDICATOR
Farm viability
No data yet
Tracking whether the activity continues and how net income and hours evolve. More sales alone do not prove greater viability.
Outcome to be assessed · comparison over time and context needed.
Period measured: not yet defined for a first verified series · Source and coverage: published with the first verified series · Last editorial review: 15 October 2026.
04 / How to read future figures
Measure properly before concluding.
Measurement is based on records of completed deals and documents participants may provide voluntarily, with proper data handling. It does not assume the association manages the transactions or has automatic access to their payments.
Period, source and coverage always shown
Each release must state start and end dates, source, number of valid records and scope. A sample of participants does not on its own represent all members or the whole of l’Horta. Sign-ups and notices will be reported separately from completed sales.
Each deal is counted once
Cancellations are excluded and returns adjusted. If the same sale appears on Terra Madura, 4qui.com or sp4in.com, the duplicate is removed. Kilos and euros will have comparable bases; taxes, transport and units of unknown weight are identified separately.
Receiving more does not always mean earning more
Money received is a payment, not a profit. Net €/hour must include inputs, production costs, preparation, transport where relevant, fees and attributable shared costs, plus all working hours. Cost allocation, depreciation and tax treatment will be explained. With incomplete records, the indicator stays unpublished.
Different crops, seasons or production models will not be averaged without explaining their differences. Any aggregate calculation will show sample and spread, as well as the weighting method.
An observed improvement does not prove its cause
Assessing change needs a comparable starting point and monitoring of the same scope. A rise in sales may coincide with changes in price, weather, harvest or demand. No impact will be attributed to Terra Madura without an evaluation that supports it.
Privacy and corrections
Results must be published in aggregate, avoiding groups so small that participants could be identified. No invoices, personal data or individual sale terms will be published. Every revision of figures must explain the change and its date. See privacy.
05 / The association’s accounts
Trading activity and the organisation’s accounts are separate things.
Terra Madura is funded by members’ fees, sharing of Naves Maduras’ common costs and advertising from brands and suppliers in the sector. Euros sold between members are not income for the association.
As The association page already states, the statutes and accounts will be published there once it is constituted. Shared costs for members with space are split by occupancy and reported monthly. This dashboard explains how the project is measured and does not replace that documentation.
Farming deserves more than promises.
We want those who work the huerta to be paid what their produce is worth. To know whether we are getting there, we need clear accounts, time and evidence.