*We are what we eat*. Awareness of the food quality, origin and traceability have never been so high. Consumers are interested to know where the food they eat was grown, how it was produced and who is the farmer who grew it. More and more consumers want to go to a farm, see how a farmer is producing food and even buy directly at farmer gates. The era of food traceability and transparency is here. Farmer cooperatives play a huge role in US economy and are the enabler of the agricultural industry whose role is to protect farmer interests in acquiring inputs at lower prices, providing agronomy advice to farmers and helping farmers to market their products and sell them at better prices. All in all, the key role of farmer co-ops is to help farmers improve their farm profitability and ensure long-term sustainability.