Pros
The company is small and the structure is still very flat, that means that anyone can have real impact on the business. New ideas are constantly being tested and quickly rolled out to customers. Although deadlines can be very tight, the company environment is respectful of people's time and contributions. There's a genuine intention of improving farming trading through technology, and the company has partnership with large corporations which provide support and mentoring.
Cons
Usual cons of a small company. The organisation structure is being formed. There are only few employees, meaning that role boundaries are still not well defined. Processes in management and software development are still at an early stage. Also, farming is still a relatively new environment for technology, resulting in less competition but requiring more effort in training and acquiring customers.