Consumers want to know more about their food, but oftentimes don’t have a direct access to the farmers that grow the crop. Indigo senior director of global market intelligence Rodney Connor says Indigo Marketplace makes that connection between growers and the buyers that supply the food chain. Connor says farmers usually consider a handful of market options within a 30 mile radius of the farm. “We’re actually going to show that farmer bids from everyone within 200 miles of that farm. We’ll calculate the transportation costs so he can make the decision if it makes sense to haul grain that distance. These are bids most people wouldn’t even know existed outside of Indigo Marketplace.”
