(Jan. 25, PACKER WEB EXCLUSIVE) A California citrus shipper has joined forces with a new e-commerce company that hopes to connect buyers and sellers of fresh fruits and vegetables world-wide.

Lindsay, Calif.-based Cal-Citrus Packing Co. will sell its oranges on a digital platform created by AgriWorld Exchange Inc., Menlo Park, Calif., said Lori Van Leer, a Cal-Citrus saleswoman.

Van Leer hoped AgriWorld would provide a better online marketing option than another e-commerce company Cal-Citrus has hooked up with, iTrade Network, Livermore, Calif.

“We’re always looking for new ways to get our product out there,” she said. “We’ve used iTrade, and it’s not very user-friendly. AgriWorld is easier to work with.”