FAQs

MAD stems from our century-long experience in cereal production in Pavia and addresses the typical challenges of the agricultural sector: lack of price transparency, limited interaction between producers and buyers, and difficulty in predicting market trends (often to the farmers’ disadvantage). These issues affect both producers, dissatisfied because they cannot set fair prices based on real production costs, and buyers, who struggle to engage directly with farmers and often lack clarity on the rice’s final use.

With MAD, farmers regain the central role they once had: they can list batches of their paddy rice, specifying price, yield, loading location, and pick-up period; buyers (mills, industrial operators, farms) can then evaluate quality, origin, and cost-effectiveness and complete the purchase. The result is a more efficient and transparent match between supply and demand—without changing the operational practices already familiar to farmers.

Absolutely yes! The MERCATO AGRICOLO DIGITALE platform is completely free to use, including the weekly price list, which is based on actual paddy rice transactions concluded in the previous 7 days.

If you are a farmer or broker, to sell your lots of harvested paddy rice, simply contact us by email at sales@mercatoagricolodigitale.shop or by phone/WhatsApp at +39 3520 544 768, providing the following information: Company or individual name, Tax information, Email address and PEC (certified email), Telephone number (for communication with transporters, used when completing a sale of your paddy rice).

If you are an industrial operator, such as a rice mill, use of the platform is completely free. To obtain special access credentials that allow you to view all paddy rice lots offered for sale during the week and complete purchases, please contact us via email at sales@mercatoagricolodigitale.shop or by phone at +39 3520 544 768.

No—quite the opposite, it empowers you! With just a few clicks, you can offer all your clients’ batches to a much wider pool of buyers, without the need for travel or in-person meetings. If you are a broker who can accurately interpret market trends, MAD allows you to anticipate shifts, maximize results for your farmer clients, and strengthen your reputation in the industry.

Each offer remains valid until the following Monday at 9:00 p.m. (Italian time).

If the market does not consider your price appropriate and the sale is not concluded, your proposed lot will automatically be removed from the listings. You can then choose to relist it at the same or a different price — the choice is always yours.

The sole contractual buyer is the company that manages MAD: Rebel Grains S.r.l. (headquartered in Milan), an established player in the grain trade both in Italy and abroad. This ensures a single counterpart, reliability, and secure payments. The paddy rice sold is then allocated to the final users.

Standard contract info:

• Variety of paddy rice

• Quantity (min. 300 quintals = 30 metric tons, or “end of stock”)

• Guaranteed milling yield (we recommend pre-tests and keeping evidence)

• Loading location (town/province; any notes on access/scale/turning space)

• Pick-up window (immediate, or 7–15 days)

• Loading suitability for silo-container / articulated truck (Yes/No)

• Sample photo of the batch

The Milan Chamber of Commerce standard contract, digitally signed via DocuSign. Terms (yield, disputes, adjustments) follow CCIAA standards.

Standard 60 days from deal conclusion (not from listing). In some cases MAD may offer early payment with a small discount.

Operationally, exactly as today:

• The carrier contacts the farmer’s representative to set date/time and vehicle type.

• The farmer receives ENR transport forms by email: print 3 copies and fill them with the carrier at loading.

• On site, loading follows standard practice (access, on-site scale if available, etc.).

• Sealed samples are taken at loading as per standard (see next FAQ).

Operationally, exactly as today:

• At loading, 3 sealed samples are taken.

• Yield is measured upon delivery.

• If the measured yield differs from the declared one, Rebel Grains sends a formal notice (PEC) with the measured value.

• If disputed further, an official test is run on the sealed sample by the Vercelli Chamber of Commerce lab, which certifies the result.

• The price is adjusted according to CCIAA Milan standard formulas.

On the homepage of the MERCATO AGRICOLO DIGITALE website (mercatoagricolodigitale.com), you can check the MAD Price List for free every day.

The price list is based on real transactions completed within the previous seven days (not indicative prices) and includes:

• The current average price per family/variety

• The previous average price per family/variety

• A brief market trend summary

• The volume of paddy rice traded during the week, broken down by variety or family (source: ENR)

Absolutely yes — MERCATO AGRICOLO DIGITALE is an innovative platform powered by an artificial intelligence engine that enables rapid communication with all paddy rice market operators.

Farmers, brokers, traders, and rice mills can communicate with MAD directly via WhatsApp, submitting their paddy rice lots for consideration.