, the leading online business-to-business marketplace for the meat and poultry industry, today announced the appointment of its chief executive officer, thirty-five year industry veteran, Wayne Rice. Rice transitioned his role from chairman of the advisory committee to full-time strategic leader, enabling the company to identify industry-specific challenges and develop and deliver targeted solutions.

Rice’s tenure as an industry veteran provides with exclusive insight into the meat and poultry industry. The company is committed to evolving the way the meat and poultry industry functions, from a time consuming, phone-based sales process, to a web-enabled transactional system that offers cost-savings, enhanced productivity and improved efficiency to buyers and sellers. Rice’s leadership role and industry experience will enable to successfully use technology to facilitate smoother transactions.

“The dynamic meat and poultry industry is evolving and offers tremendous opportunity for change and new growth,” said Wayne Rice,’s chief executive officer. “I’m looking forward to providing strategic guidance to as the company implements its goal to become the leading web- based exchange for the meat and poultry industry. My involvement will allow me to influence and lead the company’s effort to introduce the benefits of technology to the entire value-chain.” plans to launch its interactive website in the second quarter of 2000. The company offers meat and poultry packers, processors, traders, brokers, foodservice distributors and retailers electronic trading and value- added services, direct customer support and current industry content.’s online services include open and closed market bidding, ongoing direct customer service, onsite technical support, e-stores, credit management, freight brokering, contract management, international sales, equipment sales, data mining, banner advertising and inventory management. Membership is free and the company does not charge for posting product listings. generates revenue through a minimal flat fee for all online transactions on a truckload or half-truckload basis. This equates to fractions of a penny per pound of meat and poultry and allows for easy product mixing.

“Wayne’s depth of experience and connections to the meat and poultry industry are true assets to the business,” said Rob Chestnut,’s chief operating officer. “His visionary leadership is critical because he brings an intimate understanding of the company’s stakeholders. With his direction, will successfully set the tone and spearhead the technological innovations in the meat and poultry arena.”

About Wayne Rice

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Wayne Rice serves as’s chief executive officer. He has over thirty-five years experience in the meat processing industry and has worked for three of the top meat companies in the United States. This includes serving as president of Farmland Foods for four years while Farmland grew from yearly sales of approximately $500 million to over $1 billion. Rice also served as a vice president of Cargill Foods’ Excel Pork Division and consultant to both Premium Standard Farms and Advanced Food Company. Additionally, Rice served as president of the Kansas City Steak Company. He grew up working in the family business, R.B. Rice Sausage, eventually taking over control of the company. After R.B. Rice was acquired by Sara Lee Foods’ meat division, Rice served as vice president. He also is a past executive committee member of the American Meat Institute, the premier trade organization for the meat industry, and has strong relationships throughout the meat industry.

About, Inc. is the leading online business-to-business marketplace providing meat and poultry packers, processors, foodservice distributors and retailers with a real time auction Web site for buying and selling raw and further-processed products. Designed by industry veterans, is committed to providing meat industry professionals with state-of-the-art tools, services and information solutions. Headquartered in the Kansas City, Mo. area, is located at Westowne IV, Suite 405, Liberty, Mo., 64068. Information about the company is available by calling 877-399-MEAT or through’s website at