This gives the dealer a line of defense against Internet brokers. We launched the site in mid-January, and we now have 250 cash-and-carry stores signed up.

The software enables our dealers to place orders and to customize their own Web storefronts. It is all integrated into our database here in Ames.

There are now Web sites that sell directly to the grower. This bypasses the distribution chain that makes up our core business.

Our business puts us right in the middle of the supply chain for agricultural chemical parts -- things like sprayers, pumps, and meters.

Their offense is much better than their defense. We didn't want to let them in our zone. Our best defense was a good offense. We turned their 'D' and made it work hard. They weren't getting out of their zone very easily.

TYIS (internet slang: 'Thank You, I'll Share' your post)