Alvaro RamirezICO team member replied on 29 Mar 2018
Tyler, thanks for your review. As far as the execution, I agree with you, it is no joke for someone who hasn't taken then time to study and understand the market as well and more importantly invest the time in customer discovery. We invested a year in discovery and after talking to farmers, truckers and retailers - some fo the larger retailers in the US, it was clear the adoption needed to happen from the bottom up. It all begins with the grower. Retailers come if you can help them source directly, create the transparency and equally important, aggregate the volume without the need of middlemen. This is what we do - direct access to inventory, full transparency, volume aggregation and direct acces to truckers - no middlemen. We took the advice from retailers "go aggregate the farmer and we will come and shop".