![]() ![]() “This benchmarking allows farmers who want to build a network using technology to share information and to leverage that data to advance their agronomic and business practices,” explains Baron. This optimization of aggregated data didn’t stop with seed analysis and benchmarking. After speaking with its board of farmer advisors, Baron and FBN learned that there was a real concern among farmers regarding the prices they were paying for inputs. “Quickly, farmers were so enthralled with seed intelligence that they wanted to figure out what to do to analyze price intelligence as well,” he says. FBN set to work researching the issue by asking members to upload information about what they were paying for inputs across the country. Soon, FBN discovered what Baron describes as “some shocking stuff.”īased on its members’ price data, FBN discovered a critical lack of transparency in the input pricing market, where confusing rebate sets, regionalized pricing, and a lack of manufacturers’ willingness to share their prices left many growers in the dark and unable to determine if they were truly getting a good deal. The primary goal of FBN Direct, the chemical procurement service, was to create a national, fixed, no-haggle price for inputs with an emphasis on transparency. This service has not been without its critics, however, particularly among retailers that say FBN is trying to disrupt their longstanding relationships with growers. Baron dismisses these criticisms, arguing that FBN is focused on improving the industry altogether. “We wanted to give farmers the independence to reduce input costs and to avoid retail markup or dealer markup. “We are happy to talk to any input company that wants to list on FBN or sell to our members.” People misinterpret us and say we are opposed to input makers, but we are just trying to create a more competitive market for our farmers so the best products and the best prices can win,” explains Baron. Originally just offering ag chemicals, FBN Direct now covers more than 500 farm chemicals, fertilizers, seeds and seed treatments, and more. ![]()
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