Pociūnėliai is a small town in Šiauliai County, Lithuania. In recent years its population has been decreasing as young people are leaving for the city and businesses have declined. Men typically work in the farming or forestry sector doing physical labour. The women however have very limited work opportunities. The main activity of local women is to grow fruits and vegetables. At some point they started selling their products which are organic but with limited success. Their village is situated far from any major cities and their fresh produce would not easily reach these markets. The women thus started to think about of how to cooperate in order to sell more goods.