October 11, 2007 14:18 ET Introduces a New Way of Trading Produce

NOGALES, AZ--(Marketwire - October 11, 2007) - Ever see a mouse move 40,000 lbs. of produce overnight? ( is an online auction web site built specifically for buying and selling produce. It is the first online trading platform designed for the unique requirements of the produce industry.

The company's launch coincides with the Produce Marketing Association's (PMA) "Fresh Summit" trade show in Houston, TX, October 13 - 15, 2007, where the new company will unveil its new online trading platform to the produce industry.

The Arizona-based company, Foodmoves, was founded in 2006 by veterans of the produce industry with the goal of increasing efficiency, reducing waste, and improving profitability in buying and selling produce. The company's research and initial user testing indicate that people in the produce industry are ready to incorporate online trading into their daily workflow.

"The time is right for the produce industry to begin trading online," says Elizabeth Tanori-Slack, President of Foodmoves. "As consumers, we've come to rely on Google, eBay, and the web to make life easier. Now, when it comes to buying and selling produce, it's time we made our business easier and more profitable."

Initially, online trading is likely to impact situations where time is critical, such as turnover of rejected loads, reconditioning and reselling loads damaged in transit, and similar emergency situations.

However, sellers will find online trading attractive for access to new markets, especially growers and shipper/distributors who are interested in expanding to areas beyond their usual markets.

Buyers will visit because the marketplace offers opportunities to find more and better deals -- either in price or in filling the demand for specialty produce.

Foodmoves' website,, begins transacting trades on October 13th.

"We've built a site that goes far beyond eBay in its capabilities and ease of use," says Daniel Kehoe, Foodmoves' chief technologist. "And judging by our testers' enthusiasm, they're eager to start using it."

The ease and efficiency of online trading through will prove attractive.

"It seems we've found the sweet spot between simplicity of use and the complexity of real-time produce trading," says Humberto Moreno, one of the company's founders. "Based on our initial user testing, the Foodmoves online trading platform is going to change the way we do business in this industry, and the benefits will be enormous for all of us."

Contact Information

  • Contact:
    Charles Slack-Mendez
    (602) 714-2245

    Press contact: