DirectAg.com launches August 2, becoming the first Internet site to provide agricultural producers with the ability to compare, purchase and finance name-brand products and services online.

"Today's producers make their own purchasing decisions,'' said Kip Pendleton, president and
CEO of DirectAg.com. "This site will allow producers to research multiple name-brand products
on their time, come to their own conclusions and act on their decisions.''

DirectAg.com will provide producers with access to current, ag-specific news, weather and
market information from sources like Farm Progress and Pro-Farmer. It also will feature credible,
third-party research and analysis in the form of a "virtual agronomist'' from Agri-Growth®, the
premier independent agronomic education, research and service company in North America.

"DirectAg.com is a knowledge-building center for producers, not simply another Web site for
gathering information,'' stressed Pendleton. "Companies such as Farm Progress, Pro-Farmer and
Agri-Growth are known for taking information to the next level. In other words, they not only
supply information, they attempt to make sense of it. DirectAg.com gives producers access to
these knowledge sources and others, so they can make decisions about products that will provide the most benefit for their farming operation.''

Full e-commerce capabilities are targeted to be available on the site by September 1, and by that
time several major seed companies are expected to display their hybrids and varieties. In addition
to seed, Pendleton said he expects DirectAg.com to eventually offer numerous ag-related
products, ranging from animal health to ag chemicals to insurance and farm credit.

"Our goal is to give producers what they need to farm today,'' Pendleton emphasized. "This site
is built entirely for producers and is intended to be an open, dynamic marketplace that will evolve
based on producer input.''

As such, DirectAg.com derives its input from commissions on sales of product through the site.
Companies selling product on the site do not pay a fee to be there. In addition, DirectAg.com will
not offer exclusive arrangements to information providers or companies selling products. This
allows DirectAg.com to continue to add resources to the site if they add value to the producer
audience.

Pendleton added that not only will producers have input on the evolution of the site, but they will
be able to tailor the site to their specific needs. "Producers can build their own personal profile,
known as 'My DirectAg,' which helps them quickly access what they're looking for each time they
visit the site,'' he explained. "When producers come back to the site and log in, they are instantly
recognized and can be directed to new products and services in which they have shown an interest or made purchases of in the past. It's not unlike the days of the general store, when store owners knew each customer who walked in the door, and they could direct them to the items they would be most interested in.''

Producers using DirectAg.com will receive competitive prices and discounts, just as they would
when ordering in bulk from local dealers. By ordering through DirectAg.com, farmers will be able
to receive volume discounts from the input package they purchase from multiple manufacturers.

Pendleton stressed that although DirectAg.com eliminates the need to meet with many different
salespeople, it actually complements local services. "After producers obtain information from
DirectAg.com, they can make decisions about potential purchases and then turn to the local dealer to make that purchase, or they can buy through the Web site,'' he said.

If they choose to purchase online, producers can rest assured that their transaction is as secure as buying from a local dealer, Pendleton said, and he added that a human voice is always just a
phone call away. "Orders can be placed any time -- day or night,'' he added. "DirectAg.com
customer service representatives are available and orders are processed and shipped directly to
the customer.

"Our site certainly is a change in the status quo, but we believe it meets the needs of the leading
segment of producers,'' he concluded. "DirectAg.com will empower producers to make
purchasing decisions on their terms, based on solid information from trustworthy providers. We
think today's top producers are looking for resources such as these, and we aim to work with
them to make sure they receive exactly what they need.''

Company news release
N2030