Hectre
Hectre is an Auckland-based horticulture software company providing AI-powered orchard management and fruit quality assessment solutions. Its computer vision systems grade fruit by size, colour, and quality for large-scale producers, packhouses, and trading companies, processing billions of fruit measurements annually.
- Company typePrivate
- Founded2016
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Hectre does
Hectre is an Auckland, New Zealand-based horticulture software company founded in 2016 that provides AI-powered orchard management and fruit quality assessment solutions to large-scale fruit producers, packhouses, and trading companies. The company's flagship offering is its AI Vision System, which uses computer vision camera systems to capture fruit size, colour, and quality data before packing, reportedly processing measurements for 17 billion apples and 37 billion cherries annually. Hectre also offers an Orchard Management Software platform that allows growers to monitor fruit quality throughout the growing and harvesting cycle. The combined product set targets the global fruit harvesting, packing, and distribution market estimated at US$18 billion, with a stated longer-term ambition in the USD 1.7 trillion produce trading market.
The underlying technology is built around computer vision models trained on fruit imagery to automate grading tasks that were historically manual and inconsistent. Deployment occurs at the packhouse, where the system produces real-time, standardized quality assessments intended to reduce supply chain waste and improve trading decisions. Hectre pursues an enterprise field sales motion, targeting B2B customers at scale through direct sales and is actively expanding from its New Zealand base into major international fruit-producing regions.
Hectre generates revenue via subscription-based recurring arrangements for its AI vision and orchard management software, although public pricing is not disclosed. The company is venture-backed, having raised an oversubscribed NZD 12 million Series A in February 2026 led by Punakaiki Fund (which acquired a 13% stake), alongside Cultivate Ventures, Nuance Connected Capital, and prior investors, following multiple earlier rounds including a NZD 3.5 million pre-Series A in October 2021 and recurring Callaghan Innovation grants. Headcount is reported in the 11–50 range, with leadership including CEO Matty Blomfield and co-founder/CTO Nico Gabarra.
Hectre firmographics
Firmographics- Name
- Hectre
- Website
- https://hectre.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hectre is an Auckland-based horticulture software company providing AI-powered orchard management and fruit quality assessment solutions. Its computer vision systems grade fruit by size, colour, and quality for large-scale producers, packhouses, and trading companies, processing billions of fruit measurements annually.
- Ownership category
- akta.pro rank
Hectre industry classification
Industry- Product category
- Agricultural Software
- NAICS
- Fruit and Tree Nut Farming (1113), Apple Orchards (111331), Berry (except Strawberry) Farming (111334)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Decision Support & Agronomic Modeling (Yield, Irrigation, Pest/Disease Forecasting) (AFAAAFAF)
- akta.pro secondary industries
- Crop Scouting & Pest/Disease Detection (Digital Scouting, Computer Vision, Alerts) (AFAGALAI), Pome Fruit Orchards (Apples, Pears, Quinces) (AFAGACAB)
Keywords
Where Hectre is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Hectre business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- AI-Powered Fruit Assessment Technology: Hectre generates revenue through its AI-powered camera systems and software that assess fruit quality, size, and colour before packing. The technology helps reduce waste in the supply chain and improve fruit quality assessment for packhouses and trading companies.
Go-to-market motion1 record
Distribution channels1 record
Hectre product offering
Product offeringCore offering
Hectre develops and sells AI-powered orchard management and fruit quality assessment software for the horticulture industry. Its AI vision system uses camera-based computer vision to capture fruit size, colour, and quality data before packing, processing measurements for 17 billion apples and 37 billion cherries annually. The platform targets fruit producers, packhouses, and trading companies to automate grading and reduce supply chain waste.
Product overview
Hectre is a horticulture software company offering AI-powered orchard management and fruit quality assessment solutions. The company's primary offering is its AI vision system for grading fruit by size, colour, and quality before packhouse processing. Hectre's platform uses AI-powered camera systems to capture fruit measurements and provide automated quality assessment, targeting the global fruit harvesting, packing, and distribution market estimated at US$18 billion.
Differentiator
Problem solved
Functional benefit
Products and services
- Hectre AI Vision System
- Hectre Orchard Management Software
Quantifiable outcome
- Processes 17 billion apples annually
- +2 more outcomes
Companies that use Hectre
Customer profileSegments2 records
Ideal customer profiles2 records
Hectre technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature3 records
Hectre partnerships and signals
Strategic signalScale indicators5 records
Recent moves3 records
Expansion highlights5 records
Hectre competitors and assessment
Company assessmentDirect peers
- Semios: Semios is an AgTech platform for orchards and tree crops offering sensors, pest management, and crop monitoring. Like Hectre, it sells data-driven software to orchard operators globally, making it the closest direct competitor in orchard technology.
- TOMRA: TOMRA is the global leader in sensor-based sorting, including optical sorting for fresh fruit and vegetables. It competes with Hectre in fruit quality assessment at the packhouse, with deep installed base in major producing regions.
- Ellips: Ellips develops optical sorting and grading technology for fruits and vegetables. It directly competes with Hectre's AI vision system in packhouses, offering comparable size, color, and quality grading functionality.
- Taranis: Taranis provides AI-powered aerial imaging and computer vision for agriculture, serving growers and agronomists. Comparable to Hectre in applying computer vision to crop decision-making, though focused on field crops via drones and satellites.
- CropX: CropX is a precision agriculture analytics platform combining soil sensors, satellite imagery, and AI. It is comparable to Hectre as a data-driven decision platform for farms, though focused on irrigation and agronomy rather than packhouse quality assessment.
- Ceres Imaging: Ceres Imaging uses aerial imagery and computer vision to deliver crop health insights to specialty crop growers. Comparable to Hectre in applying AI vision to tree fruit and nuts, with overlap in the orchard customer segment.
Broad incumbents
- Trimble Agriculture: Trimble Agriculture is a long-established provider of precision agriculture hardware and software for farms worldwide. It overlaps with Hectre in farm and orchard data platforms, but operates across a much broader agricultural portfolio.
- John Deere (Precision Ag): John Deere is a global incumbent in agricultural equipment and increasingly in farm data and decision platforms. It represents a broad incumbent that could bundle orchard and fruit quality solutions into its wider precision agriculture offering.
- AGCO: AGCO is a major global farm machinery manufacturer with growing AgTech and precision agriculture offerings. Comparable to Hectre only at the broadest level as a large incumbent with the resources to enter orchard technology.
Emerging players
- Indigo Ag: Indigo Ag is a digital agriculture company applying data, AI, and microbial products to crop production. While focused on row crops rather than orchards, it is comparable as a venture-backed AgTech platform building a data layer for agriculture.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hectre social profiles
Digital presenceHectre financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hectre leadership team
Management profileNumber of profiles
Profiles4 records
Hectre funding detail
Funding detailFunding overview
Funding rounds14 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hectre M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hectre
What does Hectre do?
Hectre develops and sells AI-powered orchard management and fruit quality assessment software for the horticulture industry. Its AI vision system uses camera-based computer vision to capture fruit size, colour, and quality data before packing, processing measurements for 17 billion apples and 37 billion cherries annually. The platform targets fruit producers, packhouses, and trading companies to automate grading and reduce supply chain waste.
Is Hectre a public or private company?
Hectre is a private company. It is classified as venture growth investor backed and is currently operating.
When was Hectre founded?
Hectre was founded in 2016. It employs 11 to 50 people.
Where is Hectre based?
Hectre is headquartered in Auckland, New Zealand, in the Oceania region.
How does Hectre make money?
One revenue line is on record: AI-Powered Fruit Assessment Technology.
Who are Hectre's main competitors?
Direct peers on record are Semios, TOMRA, Ellips, Taranis, CropX and Ceres Imaging. Broad incumbents are Trimble Agriculture, John Deere (Precision Ag) and AGCO. Indigo Ag is listed as an emerging player.
Does Hectre have an API?
No public API is recorded for Hectre.
What industry is Hectre in?
Hectre's product category is Agricultural Software. Its primary akta.pro industry code is AFAAAFAF, Decision Support & Agronomic Modeling (Yield, Irrigation, Pest/Disease Forecasting), with a secondary code of AFAGALAI, Crop Scouting & Pest/Disease Detection (Digital Scouting, Computer Vision, Alerts). Its NAICS code is 1113 and its SIC code is 700.