AgriWorld Exchange, the first live, on-line agri-trading marketplace, announced that Oxnard, CA-based Mission Produce Inc. has signed an agreement to trade fresh produce using AgriWorld Exchange.

The agreement enables Mission Produce - one of the world's larger avocado producers and shippers - to offer its grower base the latest technological methods for selling its products.

Ross Wileman, vice president of sales and marketing for Mission Produce, said that there is value in the arrangement if trading through Menlo Park, CA- based AgriWorld Exchange speeds up transactions.

AgriWorld Exchange is "never going to replace verbal discussions, but if I can reduce some of those conversations," there is value, Mr. Wileman said, adding that there is also value if AgriWorld Exchange is a means for getting in front of customers.

Mission Produce was among the early U.S. companies to import avocados from Chile and one of the early companies to export avocados to Asia, Canada and Europe. "AgriWorld Exchange will help us communicate more quickly and more clearly with customers in those and other geographical areas at a fraction of the cost of other methods," Mr. Wileman said.

Mission Produce -- which handles asparagus year round -- plans to use AgriWorld Exchange for asparagus from California, Mexico and Peru.

Mr. Wileman said that it would take some time to see how effective AgriWorld Exchange is for Mission Produce and that Mission Produce is preparing to alert its customers to the AgriWorld Exchange news.

Chairman and Chief Executive Officer Arlin Torbett of AgriWorld Exchange said in a statement that his company is "delighted to have a company of the caliber of Mission Produce join our growing network of buyers and sellers. This is a company that understands worldwide reach and also understands the economics of having global distribution available for a very affordable price."

AgriWorld Exchange is the first on-line agri-trading marketplace designed specifically to enable buyers and sellers worldwide to connect on-line in an innovative open market for fresh produce. AgriWorld Exchange gives trading members a powerful and secure e-commerce platform through which to conduct agribusiness efficiently, driving greater profitability and expanded market reach for member businesses.

For sellers, AgriWorld Exchange's on-line trading system links trading members to an ever-expanding worldwide network of qualified buyers, providing the tools to negotiate the best available price and sales terms. Automated features simplify common transaction processes, improving sales productivity and reducing the cost of generating new business.

For buyers, AgriWorld Exchange is a real-time buying assistant, locating the products they need when they need them. They can quickly search for the new products and convenient packages that customers want in a streamlined purchasing process that makes it easy to complete more transactions every day.