What FarmTrace does

FarmTrace is an AgTech software company that operates an independent animal-farming data and analytics platform connecting to a broad range of on-farm systems — milking robots and parlors, farm management software, laboratory analysis, animal registration, milk recording, and feed calculation — via APIs and EDIs. Founded in 2018 and operating from Boxmeer, Netherlands (European HQ) and Irvine, California (US office) under the legal entity FARMBX, INC. (Delaware), the company targets B2B buyers across four primary verticals: Animal Health, Animal Nutrition, Genetics, and Food/Milk Processors. Only one enterprise customer (AHV International) is publicly named, and the customer base spans advisory and consultancy use cases in addition to R&D data access via a Farm Data API.

The core product portfolio consists of the FarmTrace Platform (data ingestion and standardization), FarmTrace Connect (integration middleware), the Advisor App (field-rep digital connection to farms), and the Farm Data API (raw data egress for downstream software and R&D). FarmTrace monetizes through per-farm-connection subscriptions (one-time connection fee plus annually recurring fees, subject to a CPI or 3% annual escalator) and time-and-materials professional services, invoiced monthly in advance. Go-to-market is sales-led, with a dedicated sales team handling inbound form and phone inquiries globally. The company holds GDPR compliance for cross-border data transfers and has implemented internal IT security controls (MFA, RBAC, antivirus, device management), though no ISO 27001 certification is explicitly confirmed in source materials.

Strategically, FarmTrace has executed a deliberate transition from a vertically integrated on-farm software vendor to a focused data-platform play. The November 2020 acquisition of VSM Automatisering BV (parent of RUMA cattle-management and Elda goat/sheep software) brought European installed base and farm-management capabilities; subsequent transfers of RUMA to UNIFORM-Agri (February 2023) and Elda's Egam/BelExpert to UNIFORM-Agri (April 2025) shed on-farm software obligations and formalized an interlock with the dominant European dairy herd-management vendor. A US $6.5 million Series A in July 2023 (led by Surmount Ventures and CNBB Equity Partners) funded international expansion and the next-generation platform launch; founder Chris van den Berg was succeeded as CEO by Jan Wiersma (previously COO) concurrently.

Name

FarmTrace

Legal name

FARMBX, INC.

Website

https://farmtrace.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

FarmTrace builds software that connects to farm systems — milking robots, parlors, lab systems, and herd-management tools — to unify animal-farming data, serving Animal Health, Nutrition, Genetics, and Food/Milk Processor businesses globally via per-farm-connection subscriptions.

Ownership category

akta.pro rank

Product category

AgTech farm data and analytics software

NAICS

Goat Farming (112420), Goat Farming (11242), Sheep Farming (11241)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Herd Management Software & Identification (RFID, EID, Data Platforms) (AFAAAIAH)

akta.pro secondary industries

Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG), Livestock Identification & Recordkeeping Services (RFID Tagging, Traceability Setup) (AFACAEAH)

Keywords

• Farm data analytics
• Animal farming software
• Agtech platform
• Dairy data integration
• Livestock management

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription-based Farm Connection Fees: Fees per Farm Connection consist of a one-time connection fee and annually recurring subscription fees. FarmTrace sends monthly invoices to customers containing connection fees for farms set up in the preceding month plus annually recurring fees in advance.
2. Professional Services: Professional services provided upon written request of Customer, detailed in Order Form and charged on time and material basis where not otherwise specified.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

FarmTrace operates an independent animal farming data and analytics platform that connects via APIs and EDIs to on-farm systems such as milking robots, milking parlors, farm management software, laboratory analysis, animal registration, milk recording, and feed calculation systems. It collects, standardizes, and analyzes farm-level data to deliver actionable insights for agribusiness customers in Animal Health, Nutrition, Genetics, and Food/Milk Processing, sold as a per-farm-connection subscription plus optional professional services.

Product overview

FarmTrace is an independent AgTech platform that offers a unified animal farming data and analytics solution. The core product is the FarmTrace Platform, which connects to various on-farm systems and provides actionable insights. The product portfolio includes the Farm Data API for direct data access, the Advisor App for field consultants, and FarmTrace Connect for system integration. FarmTrace has acquired and developed subsidiary brands including VSM (parent to RUMA cattle software and Elda goat/sheep software). The company serves multiple industries including Animal Health, Nutrition, Genetics, and Food/Milk Processors.

Differentiator

Problem solved

Functional benefit

Products and services

• FarmTrace Platform Independent animal farming data and analytics platform that connects to a variety of on-farm systems, robots, and farm management solutions to deliver actionable insights for R&D, consultancy, and transparent/sustainable farming practices.
• Farm Data API Direct data connection API that provides access to raw data from farms, enabling customers to power existing software applications and R&D organizations with on-farm information.
• Advisor App Software that gives sales reps and advisors a direct digital connection to each of their farms, enabling them to track key metrics and gain insights across all farms they work with.
• FarmTrace Connect Application used by FarmTrace to connect to farm systems including milking robots, milking parlors, farm management software, laboratory analysis, animal registration, milk recording, and feed calculation, automatically transferring farm data to the FarmTrace Platform.

Quantifiable outcome

• Automated farm connections enable rapid scale-up of data collection across farm networks
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• UNIFORM-AgricoreStrategic or Co-development Partner · 31 March 2025UNIFORM-Agri acquired Egam and BelExpert software from Elda (FarmTrace subsidiary) in March 2025. This acquisition ensures continuity and further development of both programs for goat and sheep farmers. Elda had outsourced development to VSM and FarmTrace. Elda will continue as a dealer providing management support including MPR data expansion and breeding value calculations.
• AHV InternationalcoreStrategic or Co-development Partner · 1 March 2024Collaboration announced in March 2024 between FarmTrace and AHV International, a global leader in quorum sensing-powered animal health solutions. The partnership enables AHV to better analyze their impact on animal health and performance with the power of data. FarmTrace team visited AHV headquarters in Zwolle, Netherlands to discuss data-driven approaches to improve animal health.
• UNIFORM-AgricoreStrategic or Co-development Partner · 16 February 2023Strategic partnership announced in February 2023 to enable both platforms to connect to more farm data. The partnership included transfer of ownership of RUMA (cattle management) software to UNIFORM-Agri. RUMA had become part of FarmTrace through the acquisition of VSM Automatisering BV in 2020. The partnership allows FarmTrace to connect faster to more farms and bring that data into their platform.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• UNIFORM-Agri: UNIFORM-Agri is a Dutch provider of herd management software for dairy and beef farmers and is now FarmTrace's closest partner and partial acquirer of its RUMA and Elda EGAM/BelExpert software lines. They compete and cooperate at the intersection of on-farm herd management software and data integration.
• Connecterra (Idento): Connecterra/Idento is an AI-driven dairy cow monitoring and analytics platform that connects to on-farm sensors and management systems to deliver health and productivity insights, directly comparable to FarmTrace's herd analytics and Advisor App offering.
• Afimilk: Afimilk is a long-established Israeli supplier of dairy herd management software, sensors, and milking systems used globally by dairy producers. Comparable to FarmTrace in providing software that turns on-farm dairy data into actionable animal health and production insights.
• Valley Agricultural Software (VAS / DairyComp): VAS/DairyComp is a US-headquartered provider of dairy herd records and management software (DairyComp, PULSE) widely used by dairy producers and consultants. Highly comparable to FarmTrace's herd management and advisor-facing analytics use cases.

Broad incumbents

• DeLaval: DeLaval is a global incumbent in milking equipment and farm management systems (DelPro), with deep installed base among dairy farms. It overlaps with FarmTrace as both a source of on-farm data and a potential competitor offering bundled herd analytics.
• BouMatic: BouMatic is a global dairy equipment and software provider offering milking systems and farm management solutions. Comparable to FarmTrace in connecting milking hardware to herd and farm management software used by dairy operations worldwide.
• Climate LLC (Bayer / Climate FieldView): Climate FieldView is a broad incumbent precision agriculture data platform from Bayer that aggregates farm data to deliver agronomic insights. It is an adjacent incumbent with similar data aggregation and analytics DNA, though currently more crop-focused than livestock.
• John Deere Operations Center: John Deere's Operations Center is a broad incumbent farm data management platform integrating machinery, agronomic, and operational data. It is a strategic comparable as a large, established data aggregation platform that could expand into livestock data integration.

Emerging players

• Cainthus: Cainthus applies computer vision and AI to livestock monitoring for dairy and beef operations, generating health and behavioral insights from on-farm video. Comparable emerging player targeting similar animal health and performance analytics use cases as FarmTrace.
• SomaDetect: SomaDetect provides in-line sensor-based dairy analytics measuring fat, protein, and reproductive health indicators directly during milking. Comparable emerging player delivering farm-data-driven insights to dairy producers and processors, intersecting with FarmTrace's animal health and milk processor use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FarmTrace