What Metomotion does

MetoMotion is an Israeli robotics company developing the GRoW (Greenhouse Robotic Worker), an AI-enabled autonomous platform purpose-built for precision harvesting in commercial high-tech greenhouses. Its core product integrates proprietary 3D vision for ripe-fruit identification, dual robotic arms with smart-shears end-effectors for bidirectional damage-free picking, an autonomous guided vehicle for driverless row navigation, onboard boxing into standard industry boxes, and a cloud-based analytics platform with a mobile companion app that delivers yield forecasts and ripeness insights. The company targets labor-intensive crops such as tomatoes, with stated product outcomes of up to 80% labor-hour reduction, 50% harvesting cost savings, up to 15% yield improvement, and 50%+ reduction in disease spread through reduced human handling.

MetoMotion generates revenue primarily through direct enterprise sales of GRoW hardware under bespoke multi-year purchase agreements covering multiple units, deployment, and ongoing support. Distribution combines a direct enterprise sales motion (driven by 'Request a Demo' and 'Speak with a Robotics expert' CTAs) with a strategic channel partnership with Ridder, a global horticulture automation supplier active in 100+ countries that co-led the company's $5 million 2021 funding round and co-announced anchor customer RedStar's multi-year agreement. Disclosed enterprise customers include Dutch tomato growers RedStar and Duijvestijn Tomaten, plus a national-pilot deployment at Kibbutz Alumim in Israel supported by an Israel Innovation Authority grant. The company supplements equity capital with non-dilutive R&D funding from the European Union's Horizon 2020 programme (grant agreements No 827511 and No 880753) and the Israeli Innovation Authority.

Founded in 2017 (per the About Us page) in Yokne'am Illit, Israel, with initial investment from the Israel Innovation Authority and Trendlines, MetoMotion has 11–50 employees, is privately held, and operates with a geographic footprint spanning Israel, the Netherlands, France, and Finland. Product recognition includes the 2022 GreenTech Amsterdam Robot Challenge win and the 2022 SIVAL Bronze Innovation Award, positioning the company against competitors such as Netherlands-based Certhon in the global greenhouse harvesting robotics market.

Name

Metomotion

Legal name

MetoMotion

Website

https://metomotion.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

MetoMotion is an Israeli robotics company that builds the GRoW autonomous greenhouse robot, using AI 3D vision and dual-arm manipulation to harvest and pack tomatoes for commercial high-tech greenhouse operators in Europe and Israel.

Ownership category

akta.pro rank

Product category

Agricultural Robotics

NAICS

Farm Machinery and Equipment Manufacturing (333111)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Autonomous Field Robots & Tractors (Driverless tractors, robotic carriers) (AFAAAGAA)

akta.pro secondary industries

Robotic Weeding & Mechanical Cultivation Systems (AFAAAGAB), Autonomous Spraying & Crop-Care Robots (Targeted application, spot spraying) (AFAAAGAE), Agricultural UAV/UGV Autonomy Platforms (Navigation, mission planning, fleet autonomy) (AFAAAGAF), Robotic Implements, End-Effectors & Tooling (Grippers, cutters, weeding tools, smart implements) (AFAAAGAI), Agricultural & Field Robotics (HDAAAIAD)

Keywords

• Greenhouse robotics
• Autonomous harvesting
• Precision agriculture
• Agricultural automation
• AI vision systems

Headquarters

HQ city

Misgav

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Operations, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. GRoW Robot Hardware Sales: Primary revenue stream from the sale of GRoW (Greenhouse Robotic Worker) robots to commercial greenhouse operators. Sold via multi-year purchase agreements (e.g., RedStar agreement signed February 2023) covering multiple units, with plans to scale to full commercial site deployment. Customers include large tomato growers in the Netherlands, France, Finland, and Israel.
2. Multi-Year Commercial Agreements: Long-term contracts with greenhouse operators that bundle hardware purchase with deployment, training, and ongoing support, providing revenue visibility over multiple years. The RedStar agreement is the disclosed example, with the plan to reach full commercial site usage by end of 2023.
3. Data Analytics Platform Value: The cloud-based crop management dashboard and mobile app, while not separately priced, enhance the core hardware value proposition by providing yield forecasts and distribution analyses that improve grower outcomes and planning.
4. Non-Dilutive Grant Funding: Historical and ongoing R&D funding from the Israeli Innovation Authority and the European Union's Horizon 2020 research and innovation programme (grant agreements No 827511 and No 880753), which supports product development without diluting equity.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

MetoMotion develops and sells GRoW (Greenhouse Robotic Worker), a driverless, AI-enabled robotic platform that autonomously identifies, picks, and packs ripe greenhouse crops (primarily tomatoes) into standard industry boxes. The system integrates a 3D vision system, dual robotic arms with smart shears, autonomous guided vehicle navigation, and onboard boxing, with continuous data capture fed into a cloud analytics platform.

Product overview

MetoMotion offers a single integrated robotic platform — the GRoW (Greenhouse Robotic Worker) — purpose-built for precision greenhouse harvesting and crop analytics. Rather than a suite of standalone products, GRoW is a unified platform composed of four tightly coupled modules: the AI 3D Vision System for ripe-fruit identification, the Dual Robotic Arms with Smart Shears for damage-free bidirectional picking, the Autonomous Guided Vehicle (AGV) for driverless navigation between rows, and the Onboard Boxing System for compact packing into standard industry boxes. These modules feed continuous data into the Data Collection & Analysis Software, a cloud-based analytics layer (with companion mobile app and dashboard) that delivers yield forecasts, ripeness insights, and harvest-planning tools to growers. The platform targets high-tech greenhouse operators (tomatoes and other vine crops) and is positioned as a labor-shortage solution for commercial sites such as RedStar in the Netherlands.

Differentiator

Problem solved

Functional benefit

Brands

• GRoW (Greenhouse Robotic Worker): MetoMotion's award-winning driverless greenhouse robot product line. GRoW uses AI-based 3D vision, dual robotic arms for bidirectional harvesting, an autonomous guided vehicle platform, an onboard boxing system, and a cloud-based analytics platform to autonomously identify, pick, and pack ripe greenhouse crops such as tomatoes.

Products and services

• GRoW (Greenhouse Robotic Worker) Award-winning driverless greenhouse robot that operates 24/7 to autonomously identify, pick, and pack ripe crops (notably tomatoes) into standard industry boxes, while continuously capturing crop data for analytics. Sold to commercial greenhouse operators via multi-year purchase agreements.

Quantifiable outcome

• 80% reduction in labor hours
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability8 records

Feature8 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Iron Ox: US-based autonomous greenhouse operator that combines robotics, AI, and hydroponics to grow produce with minimal human intervention. Directly comparable to MetoMotion in combining AI-driven robotics with controlled-environment agriculture to address greenhouse labor and yield challenges.
• Certhon: Netherlands-based developer of greenhouse automation and robotic harvesting solutions for high-tech horticulture. Explicitly cited by MetoMotion's COO as a direct competitor offering less advanced and autonomous systems, making it the closest comparable peer in greenhouse harvesting robotics.
• Dogtooth Technologies: UK-based developer of autonomous strawberry-picking robots powered by computer vision and AI. Directly comparable to MetoMotion as a venture-backed European startup commercializing AI-driven robotic harvesters for controlled-environment horticulture.
• Tortuga AgTech: US-based developer of robotic harvesting and precision horticulture technologies, including strawberry and table-grape picking. Comparable as a venture-backed robotics company applying AI and manipulation to labor-intensive specialty crop harvesting.
• Octinion: Belgium-based agricultural robotics company best known for its strawberry-picking robot. Closely comparable as a European AgTech robotics developer building AI-driven autonomous harvesters for high-value greenhouse crops, addressing similar labor-shortage pain points.

Broad incumbents

• John Deere: Global leader in agricultural machinery that has aggressively expanded into precision agriculture, autonomy, and robotics (e.g., See & Spray, autonomous tractors). Relevant as a broad incumbent in agricultural robotics with substantially greater capital that could move into specialty-crop harvesting.
• AGCO Corporation: Global manufacturer of agricultural equipment (Fendt, Massey Ferguson, PTx Trimble) investing heavily in autonomous and precision-farming solutions. Comparable as a broad incumbent pursuing agricultural robotics and automation across crop types.
• Ridder Group: Dutch global supplier of greenhouse technology, climate screens, water treatment, and automation serving growers in 100+ countries. Listed both as MetoMotion's strategic investor and channel partner; broader portfolio overlaps with greenhouse automation where GRoW competes or complements.
• Priva: Netherlands-based global supplier of climate, process, and labor automation for horticulture. Overlaps with MetoMotion's value proposition through greenhouse process automation and is a likely incumbent partner/competitor for full-stack greenhouse digitization in the European market.

Emerging players

• Kompano (by Kiremko): Dutch developer of leaf-cutting and crop-handling robots for greenhouses. Comparable as an emerging European player applying robotics to specific greenhouse labor tasks, though focused on a different sub-task than MetoMotion's tomato harvesting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors5 records

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

M&A

Investments

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

Frequently asked questions about Metomotion