Wheat Miller

GoodMills is Europe’s largest wheat miller, operating at scale across multiple markets. With a long-established presence in the agricultural sector, the business plays a critical role in connecting farmers, traders, and buyers across the grain supply chain.

The Challenge

As a traditional business with long-standing processes, GoodMills recognised the need to modernise how it communicated with farmers and trading partners.

Key challenges included:

• Reliance on manual processes
• Inefficient communication with grain farmers
• Limited real-time visibility of market pricing
• Administrative overhead slowing operations
• The need to build a stronger, more connected European presence

GoodMills wanted to move beyond ordering applications and create a bespoke digital experience that combined market news, announcements, and purchasing in one place.

Why DueTrade?

GoodMills selected DueTrade for its experience in the grain sector and ability to build a highly customised solution aligned to their business and customer needs.  

DueTrade’s ability to adapt its technology to GoodMills’ specific requirements set it apart from other options.

The Solution

DueTrade delivered a fully bespoke digital app for grain trading, designed to inform, engage, and enable farmers in real time to make decisions about trading their grain.  

• A dedicated app featuring news, updates, and announcements
• Live market feeds integrated via APIs from Barchart and CME Group
• Real-time grain pricing, ensuring farmers are informed at all times
• A unique bid-based format, allowing farmers to collectively bid one and fulfil wheat quotas
• Summarised daily market reports written by professional traders within the industry
• Integrated hub of product information and purchasing functionality

The platform became a central destination for market intelligence and trading activity across GoodMills’ European network, with the GoodMills app now active in seven different European countries.

Results

• Acquisition of new customers through the app
• Stronger, more transparent relationships with farmers
• A more modern, information-rich customer experience that keeps farmers informed
• Improved communication across the supply chain
• Reduced reliance on manual and administrative processes

While the primary focus was not immediate cost reduction, the solution significantly improved efficiency, engagement, and market positioning by offering not only an ordering platform but also an informational hub.

‍