Mastercard, Waze Team Up to Introduce Cashless Payments for East European Farmers

The 'Roadside Market' campaign was introduced in Romania through McCann CEE

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As the pandemic pushes the global economy closer to a cashless society, Mastercard has teamed up with Waze to help Eastern European farmers sell their produce—and get paid for it—more efficiently.

The “Roadside Market” campaign was produced in Romania by McCann Central and Eastern Europe to help small vendors the post-communist nation be recognized as legitimate businesses and offer them access to cashless payment technology. If successful, the program may be replicated elsewhere in eastern Europe.

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