The overarching goal, says McDonald, is to “provide any product a farmer writes a check for. The goal is when a farmer logs into their account they can be confident the products are not only the cheapest in their area, they’re the cheapest in the world.”
So for example, a farmer in Texas might log into their account and be able to find and buy fertilizer from Iowa for a better price than they would find in their own area.
Farmers can sign up for Agroy for free, and Agroy negotiates with companies on the price at which goods are sold, as well as areas where those goods will be available.
Winsightgrocerybusiness.com explains how the company started in Finland in 2011 and now, according to McDonald, supplies 8% of the agricultural land purchases there. They’ve launched a branch in India and are looking to expand to Brazil and Central America.