Largest e-marketplace for food industry formed.

Some 49 of the world's leading food, beverage and consumer products companies have joined forces to form what is billed as the largest business-to-business e-marketplace for the food industry -- Transora.com

The new company will be the first of its kind owned by the consumer products industry. Its investors include The Coca-Cola Company, Kraft Foods, Inc., The Procter & Gamble Company, Sara Lee Corporation, and Unilever, NV. Transora's services will span the entire supply chain, from suppliers to manufacturers to retailers, and provide procurement, vendor and product catalogs, online order management, supply chain collaboration and financial services. The company's goal is to provide other more strategic services, including collaborative planning, forecasting and replenishment between manufacturers and retailers.