Our Mission

To support Processors, Aggregators, and Manufacturers by giving them the tools necessary to reward value created at the producer level and then communicate value to the consumer and celebrate the diversity of the ecology and the consumer - at scale.

What happens when you get two born and raised farm kids crossed with enough technology knowledge to be dangerous? You get an Agritech company. Brett O'Donnell and Melissa Baer both come from agriculture backgrounds. Brett from the Hawkes Bay where he put in his dues picking apples, and Melissa from Baden Ontario Canada, where she put in her fair share of time on the Organic farm (Organic since 1987).

Brett went on to spend his career in technology and founded Webtools Ltd. Melissa went on to spend her career in supply chain businesses, founding businesses in production on farm, agriculture tourism, and a company in the business of distribution of agri-food products, while advising on local food eco system not for profits and food commerce technology solutions. With our collective entrenched sustainability DNA, as well as our supply chain knowledge of business models throughout the supply chain, combined with the technology capability. We set out to create solutions for the Agriculture, food and value chain industry.