Agrellus is an online app that enables growers to purchase their inputs from their smart phones. James Ferraro is there a vice president of marketing and comments on how sophisticated farmers have become. “You're a Silicon Valley guy originally, and since you are now interacting with farmers, are you finding them to be more computer sophisticated? It varies but it is growing. Some of our data show that between 87 and 90% of farmers use a smart phone already. They are dealing with very complicated equipment, $300,000 combines and a lot of financial management and this is just one area where they were making six phone calls, maybe having a guy they weren’t too thrilled with come onto their farm to try to sell them a product that they may or may not want, and I think their behavior is changing. We have seen that over the last year and a half of Agrellus being in operation. Farmers, like anybody else, have to go through a bit of a behavioral change.