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Logo (HP AgriSystems LLC.)

Horsepower is an e-commerce marketplace for farm-to-fork transactions. We enable users to buy & sell direct in a local or global community.

  • Stage Full Product Ready
  • Industry Internet / Web Services
  • Location San Luis Obispo, CA, USA
  • Currency USD
  • Founded December 2011
  • Employees 4
  • Website

Company Summary was conceived by two California farmers tired of being “price-takers” and paying middlemen to move their crops. Their need to find another marketing channel for their farm products grew into what Horsepower is today; an online farmers market where farmers can connect directly with any buyer anywhere, anytime. Horsepower aims to equalize the playing field by giving small farmers the ability to compete side-by-side with large farms.


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    Diane Friend

    Diane Friend has started and managed several businesses over a career span of 30 years. She has broad experience in public relations, marketing, real estate and asset management. Diane serves as Vice President of Bowman Farms Inc. growing plums, prunes, alfalfa and wheat. She holds a B.S. in Agriculture Business Management and a M.S. in Agriculture Education from Cal Poly State University, San Luis Obispo.

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    David Isham

    David Isham is a technology veteran, working over 11 years with Pasha Group, a transportation logistics company in the Bay area as an Application Development Manager. David holds a B.S. in Environmental Engineering and a M.S. in Computer Science from California Polytechnic State University, San Luis Obispo.

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    Ralph Friend
    Business Development

    Ralph is the president of R. Friend & Co., a state-wide real estate development and asset management company. His work in international banking with Barclays Intl. and agricultural finance led him into several positions including Pan Cal Inc., an asset management and holding company. He holds a B.S. in Agriculture Business from Cal Poly San Luis Obispo. He also manages his fifth generation farm and ranching operation in the San Joaquin Valley.

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    Landon Friend

    While at Cal Poly State University, San Luis Obispo, Landon developed a marketing plan and provided research for Horsepower as part of his senior project, which was instrumental in developing the initial user interface for the beta website. After earning his B.S. in Agriculture Communication, Landon joined HP AgriSystems in January 2012 full-time. He currently manages the day-to-day operations, and helps to coordinate the marketing team.