Growers

What Growers does

Growers Holdings, Inc. is a private agricultural technology company headquartered in Durham, North Carolina, that operates a customizable loyalty and customer intelligence platform for the U.S. agricultural retail sector. The company serves ag retailers, cooperatives, and manufacturers, enabling them to reduce farmer churn and drive cross-segment purchasing through points-based loyalty programs in which rewards are redeemable only at the originating retailer (closed-loop). The platform spans a family of SaaS products — GROWERS Loyalty (the core), Rally, Connect, App, and Network — plus GROWERS Guide, a farm data management module that integrates with precision agriculture systems such as John Deere Operations Center, Climate FieldView, and AgLeader AgFiniti.

The technical core is a neuro-symbolic AI infrastructure combining neural networks with symbolic ontologies stored in a knowledge graph, built collaboratively with sister company Agmatix under parent ICL Group. The Axiom AI engine delivers predictive churn modeling with a disclosed 88% accuracy 90 days in advance, real-time recommendations, tailored incentives, and a Loyalty Performance Indicator (LPI) scoring layer, and is trained on millions of ag-specific transactions spanning seed, fertilizer, crop protection, energy, services, and grain.

Growers employs a sales-led go-to-market targeting enterprise ag retailers and cooperatives, with implementations typically completed within 30 days and integrations layered over existing retailer ERP and invoicing systems. Revenue is generated via subscription fees for the loyalty platform plus a co-funded model in which manufacturers allocate marketing dollars to sponsor loyalty rewards, creating a transaction-fee stream on top of subscriptions. The company is a wholly-owned subsidiary of ICL Group (Tel Aviv Stock Exchange: ICL) following a 2022 acquisition, and has extended distribution through a 2026 strategic partnership with Bushel that embeds GROWERS loyalty tools inside the leading independent ag supply chain software platform.

Name

Growers

Legal name

Growers Holdings, Inc.

Website

https://growers.ag

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Growers provides an AI-powered loyalty and customer intelligence platform for U.S. agricultural retailers and cooperatives, using a proprietary neuro-symbolic AI engine (Axiom) to predict farmer churn and drive cross-segment purchasing through customizable, manufacturer-funded rewards programs.

Ownership category

akta.pro rank

Product category

Agricultural Retail Software

NAICS

Soil Preparation, Planting, and Cultivating (115112)

SIC

Agricultural Services (700)

akta.pro primary industry

Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD)

Keywords

• Agricultural loyalty programs
• Farm data management
• Precision agriculture software
• Ag retail technology
• Customer retention platform

Headquarters

HQ city

Garner

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Loyalty Program Platform Subscription: Growers provides customizable loyalty programs to ag retailers and cooperatives. Retailers pay for access to the loyalty platform which includes setup, automation, and tracking capabilities. Manufacturers can allocate dollars to fund rewards, allowing retailers to offer compelling incentives while maintaining full margin.
2. Manufacturer-Funded Rewards: Manufacturers allocate marketing dollars to drive sales of their products through the loyalty program. This creates a co-funded rewards model where manufacturers cover portions of rewards, reducing retailer cost while increasing targeted product sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Growers operates a SaaS loyalty platform that enables agricultural retailers and cooperatives to build custom points-based loyalty programs for their farmer customers. The platform is powered by the Axiom AI engine (developed by sister company Agmatix) which analyzes purchasing behavior, predicts customer churn with 88% accuracy 90 days in advance, and delivers personalized incentives. The company also offers GROWERS Guide, a farm data management service that consolidates precision agriculture data from sources such as John Deere Operations Center, Climate FieldView, and AgLeader AgFiniti.

Product overview

GROWERS offers a unified loyalty technology platform for the agriculture industry, combining multiple software-as-a-service products including GROWERS Rally, GROWERS Connect, GROWERS App, and GROWERS Network as the core operational layer. The primary offering is the GROWERS Loyalty Platform, enhanced by the Axiom AI Engine which provides predictive analytics, real-time recommendations, and churn prediction. The Predictive Insights Engine extends these capabilities with engagement scoring and adoption forecasting. GROWERS Guide serves as an add-on farm data management module that integrates with precision agriculture platforms to consolidate and standardize field data. The platform is designed for agricultural retailers, cooperatives, and manufacturers to strengthen customer loyalty, increase revenue, and reduce customer churn through AI-driven insights and customizable loyalty programs.

Differentiator

Problem solved

Functional benefit

Brands

• Axiom: AI technology engine developed by Agmatix that analyzes customer behaviors and product performance data to provide predictive insights, real-time recommendations, and tailored incentives for the GROWERS Loyalty Program.
• Landmark Maxx

Products and services

• GROWERS Loyalty Platform Customizable SaaS loyalty program platform that enables ag retailers and cooperatives to define loyalty structures, tiers, and incentives, automate points tracking at invoicing, and integrate manufacturer-funded rewards. Powered by the Axiom AI engine to predict churn and personalize incentives.
• GROWERS Rally Software-as-a-service platform for agriculture retail operations, governed by Order Form and Terms of Service between subscriber and the company.
• GROWERS Connect Connectivity platform within the GROWERS software-as-a-service ecosystem, enabling operational connectivity for agricultural retail customers.
• GROWERS App Mobile application included in the GROWERS software-as-a-service platform offerings.
• GROWERS Network Network platform within the GROWERS software-as-a-service ecosystem.
• GROWERS Guide Farm data management solution that helps farmers and ag retailers consolidate, standardize, and organize precision agriculture data from multiple platforms; provides recommendations, advanced Rx creation, training, consulting, and data-driven reporting.
• Predictive Insights Engine AI-powered customer intelligence product built on the Axiom infrastructure that delivers real-time engagement scoring, churn prediction (88% accuracy 90 days in advance), and adoption forecasting for ag retailers; includes the Loyalty Performance Indicator (LPI) for dynamic customer health and segment engagement scoring.

Quantifiable outcome

• 88% churn prediction accuracy, 90 days in advance
• +4 more outcomes

Named customers9 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

Integration4 records

AI capability5 records

Feature5 records

Partnerships

Three partnerships are on record, tiered major and core.

• BushelmajorGTM or Marketing Partner · 21 April 2026Bushel, the leading independent provider of software technology for the agricultural supply chain, now gives agribusinesses access to loyalty and rewards programs through the Bushel platform. This strategic partnership allows Bushel customers to easily launch and manage rewards programs alongside existing digital workflows.
• ICL GroupcoreStrategic or Co-development PartnerICL Group is the parent company of Growers Tech, the digital agriculture platform that combines Agmatix and Growers. Following their integration under Growers Tech, the companies are building an AI infrastructure layer for agriculture to solve data standardization challenges.
• AgmatixcoreTechnology or IntegrationAgmatix is a sister company under ICL Group, combined with Growers under Growers Tech. Developed the Axiom AI engine that powers Growers' loyalty platform. The companies are building neuro-symbolic AI combining neural networks with symbolic ontologies stored in a knowledge graph.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bushel: Bushel is the leading independent software provider for the US ag supply chain and is now both a distribution partner and adjacent competitor, offering digital workflow tools to agribusinesses that overlap with GROWERS' loyalty and customer engagement offerings.
• Conservis: Conservis provides farm and ag-retail management software for tracking field operations, inventory, and contracts; it directly overlaps with GROWERS Guide's farm data management and analytics capabilities.
• AgWorld: AgWorld delivers collaborative farm and agronomy management software connecting growers, agronomists, and retailers — overlapping with GROWERS' farm data consolidation and retailer-facing workflows.
• EFC Systems: EFC Systems offers ERP, merchant, and field data software tailored to ag retailers and cooperatives, directly competing with the retailer-side workflow elements of the GROWERS platform.

Broad incumbents

• Granular (Corteva): Granular, owned by Corteva, offers a farm business software platform for crop planning, financials, and agronomy; it competes with GROWERS in farm data management and benefits from Corteva's deep ag-input reach.
• Climate FieldView (Bayer): Bayer's Climate FieldView is the largest digital ag platform, ingesting precision-ag data from multiple sources; it competes with GROWERS Guide's data standardization and analytics value proposition.
• Indigo Ag: Indigo Ag operates a broad digital agriculture platform spanning microbial products, grain marketplaces, and sustainability; its data infrastructure and ag-supply-chain ambitions overlap with GROWERS' retail intelligence play.
• Proagrica (RELX): Proagrica, part of RELX, provides data and supply-chain connectivity solutions across the ag value chain, including farm and retail management software comparable to parts of GROWERS' portfolio.

Emerging players

• AgVend: AgVend provides a digital commerce and customer experience platform for ag retailers; its retailer-side digital tools overlap with parts of GROWERS' loyalty and customer engagement offering.
• Taranis: Taranis uses AI-powered aerial imagery and field intelligence for crop monitoring; it competes in the precision-ag data and AI insights category where GROWERS' neuro-symbolic AI is positioned.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/growers_
• YouTubeyoutube.com/channel/UCKmp7mXQcacy8fsHHYUGsPA
• Facebookfacebook.com/GrowersAg
• LinkedInlinkedin.com/company/10146934
• Instagraminstagram.com/growers.ag

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors6 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 Growers