Disruptive distribution of farm equipment and supplies. Unified commerce; digitized, local, personal. Creates conditions for fair and sustainable farming. Farmers First, a Swedish start-up, decided to solve the problem with the domination from the tractor manufacturers in the value chain for agricultural machines. This domination leads to difficulties for big and small implement manufacturers to reach the farmers. It is also leading to lack of competition and higher than necessary prices for the farmers. “Somebody had to do something about the broken value chain – We decided to be Somebody!” The current value chain is not able to re-invent and solve the problem. A disruptive solution is needed. The Farmers First solution is combining digitalisation of machine sales with online expert help and a local network of workshops. It is including a maintenance solution to extend machine lifetime and improve farmers financials. The platform is creating networking and use integrated marketing methods. It is a Tech-solution in the AgTech area with a platform providing a Marketplace and E-commerce. To create an open and competitive value chain for agricultural machines is important for the climate, securing access to new innovative machines for efficient farming and regenerative methods, and to improve self sufficiency in food production. We are driven by this purpose, are convinced that putting farmers first is the right way to go, and are determined to solve the problem. We are warmly welcomed by manufacturers, retailers and farmers. We have launched, we see sales starting to pick up, and we are now gearing up to be able to grow sales and scale in Europe.