AgChoice is a joint-venture private company owned by FairChoice Holdings Pty Ltd and Rubix Rural Solutions Pty Ltd. AgChoice seeks to eliminate price-taker disadvantages by empowering farmers of Australian agricultural commodities with an online trading platform that presents them with the best price for their product. Our starting focus is on Australia’s deregulated grain industry with a determination to alleviate growers’ marketing fatigue and frustration.

GrainChoice Trading Platform

The Driving Proposition – Producers

Several times per day licensed buyers are invited to place anonymous bids on the platform. Growers are presented with the highest post-competitive bid generated by buyers. In other words, growers do not negotiate directly with individual buyers; instead they accept or decline bids generated by genuine buyer-versus-buyer competition. The highest bid remains active until buyer volume is achieved, or the pre-set bid time has expired. In this way growers sell to whom they want, when and at a price that is generated by competition between international and domestic buyers.

The Driving Proposition – Buyers

AgChoice automation and technology provides all buyers (whether established and new entrants) with the opportunity to extend the depth and scope of their market reach into new geographical or commodities either too distant or too complex to enter previously. AgChoice enables buyers to extend their reach and accelerate the rate of market penetration with minimum outlay.

For example, in Australia’s deregulated wheat market, opportunities for upcountry origination have proved difficult for new market entrants keen to establish both performance and security-of-payment credentials in the sector.