b'DIGITAL ECOSYSTEM ENABLES ONLINE BUYING OF SEEDAgro.Club is finding acceptance among seed sellers, but experts say its crucial to ensure the platform doesnt become a price comparison tool.Marc ZienkiewiczWINNIPEG-BASEDCanterra Seeds is the first seed company to join whats being dubbed a digital ecosystem which promises to transform the way the Canadian agriculture industry buys, sells and earns.Agro.Club, a U.S.-based startup, has established a new Canadian company, Agro.Club Canada. Drawing on the companys origins in the Black Sea market with over 10,000 farmers using the platform, the Canadian company says it is committed to creating efficient, inclusive technol-ogy solutions for the value chain.We want to give the whole industry a more efficient way of doing business digitally, says Neil Arbuckle, the managing director of Agro.Club Canada. Arbuckle has over 30 years of ag business leadership working across the Canadian value chain. Prior to joining Agro.Club, he served as director of commercial operations for Bayers Crop Science division and was national sales lead for Monsanto before that. For Arbuckle, building an online ecosystem that includes all the existing partnerships and trusted relation-ships is the key to helping the Canadian ag industry take a digital step forward.In June, Agro.Club first announced plans to expand into Europe and launch operations in North America following the closure of a $1.5-million seed round led 16GERMINATION.CANOVEMBER 2020'