Suppliers can create farmer groups and incentivise farmers to coordinate their purchasing behaviour. This reduces sales costs, improves suppliers’ data on purchasing behaviour and lowers barriers to entry into new markets. FarmHedge connects multiple suppliers to a population of farmers in a unique way. Farmers have the benefits of volume-based discounts on farm inputs. There is no cost to farmers when joining the platform by downloading the FarmHedge app. FarmHedge produces a weather app that syncs with the agribusiness function and this allows the platform to reach a minimum population of farmers and can scale across markets (Europe, US). This solves the typical ‘chicken-and-egg’ challenge that is associated with MSPs (e.g. Airbnb). Suppliers are interested in reaching this initial population of farmers and by publishing transactions on the platform they are pulling more farmers towards the platform.