Inherent uncertainty surrounding the agri-food sector negatively impacts the supply chain's (SC) sustainability and performance. A main consequence of this uncertainty is the imbalance between supply and demand with volatility in prices and high quantities of waste and unmet demand. Usually, farmers are the most affected by the negative impact of uncertainty. To improve their competitive position, it is necessary to implement new business models that encourage the collaboration among farms, try to reduce the number of intermediaries between farms and markets, reduce the activities related to the management of perishable crops and their associated costs, and enable mechanisms to sell the oversupply of crops such as their settlement. In this paper, a novel multi-objective model is proposed to support the crop planning under uncertainty for the proposed business model. Three objectives aligned with the triple bottom lines are considered: SC profit maximization (economic), waste minimization (environmental) and unfairness minimization (social). The last objective reduces the unwillingness of farms to cooperate with the crop planning. The model is solved with the weighted sum method and compared to an equivalent model considering only economic objectives, concluding that environmental and social aspects can be highly improved by little decreasing profits.