The Background

Auction Sales can be an extremely time-consuming activity for farmers.  Enter Agro Western, whose fundamental consumer proposition is to provide farmers with easy, accurate and timely access to information and cost on used farm equipment available at auction.

The Opportunity

Agro Western needed a powerful website that quickly and accurately aggregated equipment data pulled from multiple auctions across Canada and the United States.

The perceived quality, accuracy, and scope of results derived from queries on the organization’s database are vital for delivering Agro Western’s standards for excellent user experience, which drives repeat usage and paid subscriptions – the foundation of the organization’s business model.

Driven directly from Agro Western’s business model, the project’s deliverables included:

  • Architecting a database that integrated with WordPress and delivered easy content management capabilities for administrators.
  • Creating an interactive tool that visually represented data results.
  • Developing a seamlessly integrated subscription system.

The Solution

Using this checklist, Relish developed a robust database that integrated with WordPress, delivered the content management ease required by the site’s administrators also ensuring accurate results for user queries.

For the site’s users, Relish programmed detailed filtering tools within the database, allowing them to drill down into the data to reveal the most relevant results for a needed item. The results were easy to navigate, and a visual dashboard allowed for comparison between options, aiding in decision-making. Users could then print the results, which included all the information on the equipment and the item’s auction location on a map.

To help grow subscriptions, Relish also developed and overlaid an integrated system with logic across the entire site, allowing users to engage in a limited number of queries before prompting them to sign up.

Key Services Provided


  • Content Audits / Content Insight
  • Architecture Analysis


  • UX Design
  • Interactive Planning and Articulation
  • Subscription System
  • SaaS Development
  • API Based Web Services
  • Web Application Development
  • Data Analysis Tools and Reporting Systems
  • Data Visualization Tools


  • Ad Serving Platform Integration


  • Training