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MORE ON TRACTION AG'S ACQUISITION OF GRANULAR'S BUSINESS PRODUCT
Nov. 14, 2022
By Margy Eckelkamp, The Scoop magazine
Twenty months after its launch, Traction Ag has made its first acquisition. Corteva has sold its Granular Business software to the Traction Ag, which includes its farm financial management technology. The acquisition does not include the Granular brand nor any other Granular products, including Granular Insights.
Traction Ag launched with a focus of delivering farm accounting software via its cloud-based platform.
"We wanted to start with accounting, and knowing we'd want to build out some functionality beyond that," says Ian Harley, co-founder and CEO of Traction Ag. "This acquisition helps transition our technology and bring further sophistication."
The new software will be branded Traction Enterprise Solutions.
The deal includes the book of business of Granular Business, which Harley says is a focus for Traction Ag to earn those customers' trust and business. Five customer sales and success team members from Granular Business are now part of the Traction team as well.
"As we think about Granular as the company that was acquired by Corteva's previous entity, it was a collection of different products and tools that we took to market. We want to focus on the spaces that deliver the most value to farmers, and that requires us to make choices over time. One recent choice was to reduce our focus on software as a service," says Corteva's Casey Onstot on the sale of Granular Business.
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