ProducePay has launched its virtual Storefront where produce growers can market their commodities and initiate transactions with trusted and verified buyers all in one place.
The company said in a statement that the feature will help growers attract new trading partners and interact with potential buyers in real-time. Growers can also use their personalised Storefront to raise awareness around their field operations, farming practices, trading history and sustainability commitments.
“Our Storefront feature is truly born out of our mission to increase connection and sustainability in the produce industry,” said ProducePay CEO Patrick McCullough.
“The introduction of this new feature allows growers to market directly to buyers and share real-time information in a transparent way. This level of openness breaks down previous barriers, building a foundation of trust required to create resilient and more efficient supply chains.”
While ProducePay’s marketplace concierge service helps sellers develop their custom Storefront sites, growers who become Verified Members will unlock additional Storefront benefits with increased visibility on the marketplace, the company added.
To become Verified Members ProducePay growers must undergo an extensive vetting and verification process that includes site visits to corroborate production history, certifications, ESG practices, and the quality of their produce.
ProducePay’s Storefront is aiming to enhance the experience for produce buyers too, by allowing them to easily browse a grower’s specs for designated commodities, acceptance rate of deliveries, punctuality of shipments and the number of successful shipments the grower has made.
The idea is that allowing growers to disclose such comprehensive data on their business will not only give buyers quality assurances but also the flexibility to source commodities more strategically.
Additionally, Storefront has integrated ProducePay’s signature services and financing solutions, including Pre-Season and QuickPay, within its interface so that growers can access these services directly in the platform
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