The TRACE platform aims to improve the end-to-end supply chain management in agri-business. From the agricultural producer to the end-consumer, across whole-sale merchants, food processors and other intermediaries, TRACE will provide services to access product quality and make more efficient business decisions. TRACE is a web platform which connects agricultural producers and their customers and initiates business-to-business (B2B) interaction between them, guided by the actual real-time and historic production data. In addition to product traceability and growth-conditions monitoring, TRACE will support the bidding and auction process, sales and ranking of products and producers in terms of reliability and quality. In addition to these services, we envision providing certificates of excellence for the top producers, as well as rating the buyers in terms of reliability.