Greenlabs
Greenlabs (그린랩스) operates Farm Morning, a mobile agricultural platform serving 900,000+ Korean farmers with materials pricing, weather data, and B2B trade matching, complemented by Grain Scanner and a livestock smart farming subsidiary.
- Company typePrivate
- Founded2017
- HeadquartersSeoul, South Korea
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingSoftware
What Greenlabs does
Greenlabs (그린랩스) is a Seoul-based agri-tech company founded in 2017 that operates Farm Morning (팜모닝), a mobile platform serving more than 900,000 Korean farmers with agricultural materials pricing, weather data, farming activity records, and a peer community feature (Sarangbang, 사랑방). The company layers three business lines on top of this farmer user base: B2B agricultural materials distribution (selling fertilizers, pesticides, and equipment with disintermediated pricing and nationwide delivery), a B2B agricultural product distribution platform (trade.greenlabs.co.kr) matching farmers with food buyers, and Grain Scanner (그레인 스캐너), a digital platform addressing information asymmetry in grain trade markets. The company expanded into livestock smart farming via the October 2021 acquisition of Real Farm and operates a Smart APC Center launched in September 2024 to digitize post-harvest distribution.
Underlying the platform is a structured agricultural data asset combining Farm Morning usage data, government public data via a Rural Development Administration MoU (May 2022), and climate data via an APEC Climate Center MoU, which supports predictive pricing analytics, materials recommendation, and weather disaster response services. Revenue mechanics span transaction fees on materials distribution and B2B produce matching, with subscription-style platform services for SK Square-distributed infrastructure; pricing details are not publicly disclosed but the farmer-facing layer operates on a freemium model. Greenlabs completed a $140 million Series C in January 2022 led by BRV Capital Management achieving approximately $1.1 billion post-money unicorn valuation, raised $38.4 million in debt financing in March 2023 following layoffs, and has announced international expansion into China, Vietnam, and Canada (Alberta).
Greenlabs firmographics
Firmographics- Name
- Greenlabs
- Legal name
- GREEN LABS Co.
- Website
- https://greenlabs.co.kr
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Greenlabs (그린랩스) operates Farm Morning, a mobile agricultural platform serving 900,000+ Korean farmers with materials pricing, weather data, and B2B trade matching, complemented by Grain Scanner and a livestock smart farming subsidiary.
- Ownership category
- akta.pro rank
Greenlabs industry classification
Industry- Product category
- Agricultural Technology Platform
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Oilseed and Grain Farming (1111)
- SIC
- Agricultural Services (700), Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Farm Data Platforms, Integration & APIs (Interoperability/Middleware) (AFAAAFAG)
- akta.pro secondary industries
- Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL), Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD)
Keywords
Where Greenlabs is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
Greenlabs business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Agricultural Materials Distribution: Distribution of agricultural materials (fertilizers, pesticides, equipment) through Farm Morning platform, connecting farmers with suppliers nationwide and reducing distribution margins
- B2B Agricultural Product Distribution: Connecting farmers with food buyers through trade.greenlabs.co.kr platform, facilitating product matching and sales for agricultural products between producers and buyers
- Grain Trading Platform: Grain Scanner platform providing digital solutions for grain trade market participants with market information and transaction facilitation
- Platform Services: Digital agriculture platform services leveraging SK Square infrastructure to reach farmers and generate revenue through various agricultural ecosystem touchpoints
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Farm Morning Platform - Farmer Access |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Greenlabs product offering
Product offeringCore offering
Greenlabs operates a digital agricultural platform centered on Farm Morning, a mobile app serving 900,000+ Korean farmers with agricultural materials information, weather data, farming records, and community features. The company also runs a B2B trade platform (trade.greenlabs.co.kr) connecting farmers with food buyers for agricultural product distribution, and Grain Scanner (kr.grainscanner.com) for grain trade market data and transactions.
Product overview
Greenlabs operates as a comprehensive agricultural technology platform offering multiple interconnected products. The core platform is Farm Morning (팜모닝), a farmer-facing mobile app and data platform serving over 900,000 Korean farmers with agricultural materials information, prices, weather data, and community features. Complementing Farm Morning are three key business verticals: Grain Scanner (그레인 스캐너) for global grain trade market digitalization; the Trade Platform (농산물 유통 플랫폼) for B2B agricultural product distribution connecting farmers with food buyers; and agricultural materials distribution services within Farm Morning. Additional services include a farming curriculum module, the 사랑방 peer community feature, and the recently launched Smart APC Center for supply chain digitization. The company also acquired Real Farm for livestock smart farming expansion.
Differentiator
Problem solved
Functional benefit
Brands
- Farm Morning (팜모닝): Agricultural platform app for farmers providing data-driven farming solutions, farm management, weather services, marketplace for agricultural supplies, and B2B distribution connecting farmers with food buyers. The platform has grown to over 900,000 farmer users.
- Grain Scanner (그레인 스캐너)
- Farm Morning Trade (trade.greenlabs.co.kr)
Products and services
- Farm Morning (팜모닝) Comprehensive agricultural data platform and mobile app providing Korean farmers with real-time prices, reviews, product information, nationwide rankings for agricultural materials, weather data, farming activity records, and community features. Serves as the primary farmer-facing platform connecting over 900,000 farming households.
- Grain Scanner (그레인 스캐너) Digital platform addressing information asymmetry in the grain trade market, providing accurate and fast market conditions and competitive price spreads to innovate value chains in global agricultural trade.
- Farm Morning Trade Platform (농산물 유통 플랫폼) B2B trade platform (trade.greenlabs.co.kr) that connects food buyers with over 900,000 Farm Morning farmer members, facilitating online and offline matching of sales channels for agricultural products and enabling B2B distribution innovation.
- Real Farm (Livestock Smart Farming) Livestock smart farming service providing IoT and big data integration for livestock sector farm management and productivity enhancement across various livestock sectors.
- Smart APC Center (스마트 APC 센터) Smart APC (Agricultural Product Center) center established to digitize the entire process from crop production to sales, accelerating innovation in agricultural product distribution through full supply chain digitalization integrated with Farm Morning services.
- Agricultural Materials Distribution Service Agricultural materials distribution service within Farm Morning providing nationwide prices, reviews, product information, and popularity rankings for agricultural inputs (fertilizers, pesticides, equipment), helping farmers make rational purchasing decisions and reducing unnecessary distribution margins.
Quantifiable outcome
- 90%+ of Korean farmers using Farm Morning platform
- +3 more outcomes
Companies that use Greenlabs
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Greenlabs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature4 records
Greenlabs partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Consumer Advocacy and Empowerment Foundation (CADEF)minorCo-powered Greenlabs Incubation Programme's Cohort 2 'Powering Food Systems' Demo Day in Nigeria alongside Jacobs Ladder Africa (JLA). Three Nigerian startups selected as top performers received pre-seed funding for innovative food systems and renewable energy solutions.
- Jacobs Ladder Africa (JLA)minorCo-powered Greenlabs Incubation Programme alongside CADEF in Nigeria, supporting young innovators in building scalable green ventures in food systems and renewable energy.
- Rural Development Administration (RDA)coreMoU signed for Disclosure and Utilization of Public Agricultural Data. The partnership aims to accelerate digital innovation in agriculture by leveraging government agricultural data through Green Labs' platform.
- APEC Climate Center (APCC)coreMoU signed for climate change cooperation in agriculture sector - the first time APCC has signed a business agreement with a private company regarding climate change in agriculture. Partnership focuses on climate information utilization for agricultural productivity and carbon reduction initiatives.
- Real FarmcoreAcquisition of Real Farm, a leading company in livestock smart farming, as part of Green Labs' strategy to expand into data agriculture market for livestock. The acquisition aims to enhance farm management and productivity through IoT and big data integration in various livestock sectors, accelerating data services from production to distribution.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Greenlabs competitors and assessment
Company assessmentDirect peers
- Farmers Business Network (FBN): FBN operates a farmer-facing membership platform combining agronomic data, input procurement, and grain marketing services for North American growers. Most directly comparable to Greenlabs' integrated farmer platform, agricultural materials marketplace, and grain trade offering.
- Indigo Agriculture: Indigo runs a digital ag platform connecting growers with agronomic insights, biological inputs, and a grain marketplace (Marketplace). Overlaps with Greenlabs' Farm Morning data play and Grain Scanner/B2B trade, with a comparable farmer-network business model.
- Bushel: Bushel provides a digital infrastructure platform for grain elevators and agribusinesses, including real-time scale tickets, contracts, and market data. Directly comparable to Greenlabs' Grain Scanner in addressing information asymmetry and digitization of grain trade workflows.
- AgriWebb: AgriWebb is a livestock farm management platform offering paddock, herd, and productivity tracking with data-driven insights. Directly comparable to Greenlabs' Real Farm subsidiary for livestock smart farming and IoT integration.
Broad incumbents
- Climate FieldView (Bayer): Bayer's Climate FieldView is the largest farm data management platform globally, offering field-level analytics, input optimization, and integration with Bayer's seed and crop protection portfolio. A broad incumbent against which Greenlabs competes in farm management software.
- Granular (Corteva): Granular, owned by Corteva, delivers farm business management software for large commercial growers. Comparable to Farm Morning's farm management module, though focused on larger North American row-crop operations.
Emerging players
- CropX: CropX offers a farm management and precision agriculture platform with soil sensors, irrigation analytics, and agronomic decision support. Comparable to Greenlabs' data-driven farm management layer and Real Farm livestock IoT extension.
- Conservis: Conservis provides farm management software for row-crop operations covering planning, inventory, financials, and traceability. Closely aligned with Greenlabs' farm recordkeeping, input cost optimization, and B2B procurement functionality.
- Hummingbird Technologies: Hummingbird uses satellite imagery and AI for crop monitoring and analytics. Comparable to Greenlabs' remote sensing and predictive analytics components within the Farm Morning platform.
Regional players
- XAG: XAG is a China-headquartered agtech company providing drones, precision spraying, and farm management technology. Relevant peer given Greenlabs' expansion into China and overlapping smart farming capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
Greenlabs social profiles
Digital presenceGreenlabs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greenlabs leadership team
Management profileNumber of profiles
Profiles2 records
Greenlabs subsidiaries and ownership
Company hierarchySubsidiaries1 record
Greenlabs funding detail
Funding detailFunding overview
Funding rounds6 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greenlabs M&A and investment
M&A and investmentM&A3 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Greenlabs
What does Greenlabs do?
Greenlabs operates a digital agricultural platform centered on Farm Morning, a mobile app serving 900,000+ Korean farmers with agricultural materials information, weather data, farming records, and community features. The company also runs a B2B trade platform (trade.greenlabs.co.kr) connecting farmers with food buyers for agricultural product distribution, and Grain Scanner (kr.grainscanner.com) for grain trade market data and transactions.
Is Greenlabs a public or private company?
Greenlabs is a private company. It is classified as venture growth investor backed and is currently operating.
When was Greenlabs founded?
Greenlabs was founded in 2017. It employs 501 to 1,000 people.
Where is Greenlabs based?
Greenlabs is headquartered in Seoul, South Korea, in the Asia region.
How does Greenlabs make money?
Four revenue lines are on record. Agricultural Materials Distribution is the primary driver. The others are B2B Agricultural Product Distribution, grain Trading Platform and platform Services.
Who are Greenlabs's main competitors?
Direct peers on record are Farmers Business Network (FBN), Indigo Agriculture, Bushel and AgriWebb. Broad incumbents are Climate FieldView (Bayer) and Granular (Corteva). Emerging players are CropX, Conservis and Hummingbird Technologies. XAG is listed as a regional player.
Does Greenlabs have an API?
No public API is recorded for Greenlabs.
What industry is Greenlabs in?
Greenlabs's product category is Agricultural Technology Platform. Its primary akta.pro industry code is AFAAAFAG, Farm Data Platforms, Integration & APIs (Interoperability/Middleware), with a secondary code of CRAFAHAL, Agriculture Inputs & Farm Supply Marketplaces. Its NAICS code is 333111 and its SIC code is 700.