Due to the limited mobility in rural areas with a lack of connections to larger train stations and insufficient public transport, almost all errands are done by car. This often involves traveling long distances to reach consumer markets such as organic food stores, supermarkets or hardware stores, as these are rarely available in the immediate vicinity. Shopping facilities, which are also located in rural areas, usually have limited opening hours. Especially for full-time working people, this results in the problem of stores being closed at the beginning or end of the workday. Delivery options offer a valuable alternative here - even for people who are generally less mobile due to their age or physical limitations. However, these options are rarely available in rural areas.

Small farms from rural areas have a hard time selling their products against the big food suppliers. Especially the price war of the big supermarket and discounter chains, which can be found in urban areas in very high density, challenge the farms. At the same time, the consumer trend for sustainable and regional food is becoming increasingly important. Lack of transparency in food products limit consumers in buying these products. Additionally, residents of rural areas have to travel to the city to the supermarket to get groceries. Buying produce from organic grocery stores is even more challenging, as they tend to have a lower density. Fresh food in particular thus requires a trip to a remote vendor several times a week, which costs time and money and also impacts the environment.

In rural areas, the nearest supermarket is often several kilometers away, resulting in long distances that have to be covered for shopping. Especially for elderly people and people without a driver's license, this can be a big challenge, if you add the often poor connection to public transport.